A Causal Relationship Model of PTT Station Image

Abstract

             The objectives of this research were to study at level 1) to study the level of PTT Station's image; 2) to examine the causal relationship model of PTT Station's image. A questionnaire was used as a data collection tool. From 340 service users of PTT Station in Bangkok, the statistics used for data analysis were frequency, percentage, mean, standard deviation. and analysis of structural equations the results of the study showed that 1) the image of the PTT Station service station was at a high level. When considering each aspect, it was found that it was at a high level, namely the image of the service, followed by the image of the company. and the image of the brand 2) The results of the structural equation analysis revealed that Integrated Marketing Communications marketing mix and brand awareness directly affects PTT Station's image. Integrated marketing communication and direct marketing mix affect brand awareness. And marketing communication directly affects the marketing mix.