Integrated Marketing Communication Affecting the Decision to Use Services of the Government Savings Bank in Maha Sarakham Province

Abstract

This research consists purposes were 1. to examine the level of integrated marketing communication of the Government Savings Bank in Maha Sarakham Province 2. to examine the level of customers’ decision-making in choosing the services of the Government Savings Bank in Maha Sarakham Province and 3. to investigate the effects of integrated marketing communication on customers’ decision-making in choosing the services of the Government Savings Bank in Maha Sarakham Province. This study employed a quantitative research design. The research instrument was a questionnaire. The sample consisted of 400 customers of the Government Savings Bank in Maha Sarakham Province, selected through purposive sampling. The data collected from the questionnaires were analyzed using descriptive statistics and inferential statistics, including multiple correlation analysis and multiple regression analysis. The results of the study revealed that 1) Customers of the Government Savings Bank in Maha Sarakham Province demonstrated a high overall level of agreement with integrated marketing communication (x̅ = 4.40, S.D. = 0.55) 2) Advertising was positively correlated with overall service usage decision (r = 0.403). Personal selling was also positively correlated with service usage decision (r = 0.367), followed by direct marketing (r = 0.334), publicity and public relations (r = 0.466) and sales promotion (r = 0.288) and 3) Integrated marketing communication was positively associated with service usage decision at the .05 level of statistical significance. An analysis of the predictive variables indicated that publicity and public relations exerted the strongest influence on service usage decision (β = 0.323).