Influence of Integrated Marketing Communication on Brand Image, Customer Satisfaction and Customer Loyalty in Purchasing a Condominium Unit of L.P.N. Development Public Company Limited
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Abstract
The objectives of this research were (1) to study the influences of integrated marketing communication on brand image in purchasing a condominium unit of L.P.N. Development Public Company Limited in Bangkok, (2) to study the influences of integrated marketing communication and brand image on customer satisfaction in purchasing a condominium unit of L.P.N. Development Public Company Limited in Bangkok, and (3) to study the influences of brand image and customer satisfaction on customer loyalty in purchasing
a condominium unit of L.P.N. Development Public Company Limited in Bangkok. The researchers used quantitative research methodology. The research tool was a questionnaire to collect data from 412 customers of L.P.N. Development Public Company Limited in Bangkok. The statistics used in data analysis were percentage, mean, and path analysis. It was found that (1) integrated marketing communication in the dimension of advertising, personal selling, public relation and direct marketing had a positive and direct influence on brand image; (2) integrated marketing communication in the dimension of personal selling, public relation, direct marketing and brand image had a positive and direct influence on customer satisfaction; (3) brand image and customer satisfaction had a positive and direct influence on customer loyalty. Additionally, it was also found that integrated marketing communication in the dimension of advertising had no effect on customer satisfaction. Integrated marketing communication in the dimension of promotion had no effect on brand image and customer satisfaction.
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