INTEGRATED MARKETING COMMUNICATION INFLUENCING BRAND EQUITY AND LOYALTY OF SERVICES RECIPIENTS IN PRIVATE HOSPITALS, THE UPPER PART NORTHEAST 1 OF THAILAND

Abstract

The purposes of this research were to 1) study the integrated marketing communication influencing brand equity of service recipients in private hospitals in the upper part of the northeast 1, and 2) study the integrated marketing communication influencing loyalty of service recipients in private hospitals in the upper part of the Northeast 1. Data were collected data from the population, including: services recipients in private hospitals in the upper part of the Northeast 1 in 5 provinces; Udon Thani, Nong Khai, Loei, Nongbualampoo and Bueng Kan. There are 7 private hospitals in this study which is unknown population.  The samples group consisted of 30 participants the questionnaire. Then calculate the partial value in order to estimate the samples values using the G*Power ready program and choose multi stages sampling method: 1) simple random sampling to select 3 hospitals; Aek-Udon Hospital, Bangkok-Udon Hospital and Loei -Ram Hospital and 2) quota sampling random by distributing questionnaires to services recipients private in the hospitals; Aek-Udon hospital: 60 service recipients, Bangkok-Udon Hospital 50 service recipients and Loei-Ram Hospital 50 service recipients. Use questionnaires as a tool to collect data with IOC =  0.984 confidence value = 0.934. Descriptive statistical analysis was used to analyze general information of service recipients. Furthermore, for hypothesis testing, multiple linear regression was used to analyze the integrated marketing communication influencing brand equity and loyalty at the statistical significance level 0.05.

            The research found that; majority of the respondents were women (60.62%), range of age 21 – 40 year old (49.37%), most of the occupation work in companies, officers (51.25%) income revenue between 10,001 – 30,000 baht (56.25%) and the majority of the sample use life insurance privilege (46.25%). For hypothesis testing, the findings were 1) The factors of integrated marketing communication personal selling and public relations positively affects the brand equity in private hospitals in the upper part of the Northeast 1, get 53.30 percent ( = 0.533) with statistical significance at 0.05.  2) The factors of integrated marketing communication personal selling,  sale promotion and public relations positively affects the loyalty in private hospitals in the upper part of the Northeast 1, get 60.30 percent ( = 0.603) with statistical significance at 0.05.