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Integrated Marketing Communication and Service Quality Influencing on Brand Loyalty of Customer a Company that Produces and Distributes Chemical Fertilizers Under the ABC Brand |
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| รหัสดีโอไอ | |
| Creator | Chamaiporn Samlejsin |
| Title | Integrated Marketing Communication and Service Quality Influencing on Brand Loyalty of Customer a Company that Produces and Distributes Chemical Fertilizers Under the ABC Brand |
| Contributor | Pathompong Kookkaew |
| Publisher | Asian Administration and Management Review |
| Publication Year | 2565 |
| Journal Title | Asian Administration and Management Review |
| Journal Vol. | 5 |
| Journal No. | 1 |
| Page no. | 7-16 |
| Keyword | Integrated Marketing Communication, Service Quality, Brand Loyalty |
| URL Website | https://so01.tci-thaijo.org/index.php/AAMR/index |
| Website title | https://so01.tci-thaijo.org/index.php/AAMR/article/view/254863 |
| ISSN | 2730-3683 |
| Abstract | The objectives of this research were 1) to study the importance of integrated marketing communication, service quality and brand loyalty, 2) to analyze the integrated marketing communication that influences brand loyalty, and 3) to analyze the service quality that influences brand loyalty. This is quantitative research. The data were collected from 298 operators selling chemical fertilizers of ABC brand. The sample group were selected using a 2-step sample selection method, the quota sample selection and random sampling. The statistics for data analysis were descriptive statistics consisting of frequency, percentage, mean, standard deviation, and inferential statistics which were multiple regression analysis. The research results revealed that 1) the service quality and brand loyalty were at a high level, 2) Integrated marketing communications in sales by salespeople influenced brand loyalty of customers of chemical fertilizer manufacturer and distributor of ABC brand with statistically significance at the 0.01 level, and 3) service quality in credibility, caring, ensuring the customers, and in tangibility influenced the brand loyalty of customers of chemical fertilizer manufacturer and distributor of ABC brand with statistically significance at the 0.01 level. |
