Service Behavior Integrated Marketing Communication and Motive Decision to Use Enterprise Artificial Turf Football Field

Abstract

          This research is Service Behavior Integrated Marketing Communication and Motive Decision to Use Enterprise Artificial Turf Football Field in Rayong Province. The objectives of this research were to: 1) Demographic characteristics that affect the decision to use the artificial turf football field in Rayong, 2) Integrated marketing communications and Incentives that affect the decision to use the artificial turf football field in Rayong. This quantitative research used frequency, percentage, mean and standard deviation. The sample was 400 people who used football stadium rental services in Rayong by purposive sampling. Target data was collected using online questionnaires and sent to respondents. The findings revealed that 1) In terms of the motivation aspect, the overall opinions were at the highest level by using the football field for fun, enjoyment and relaxation. 2) In terms of integrated marketing communications, the overall opinions were at the highest level. Integrated Marketing Communication Factors, Integrated marketing communications such as football stadiums use social media advertising. And 3) The decision to use the artificial turf football field in Rayong had the highest overall opinion by choosing the artificial turf football field based on the reliability of the football field's reputation. The results of this research can be useful in developing to help organizations communicate with those who use football stadium rental services in a friendly manner until they are motivated and trusted that leads to satisfaction and encourages more customers to come back to use the service.