Integrated marketing communications for building customer relationships in service business : a case study of total access communication public company limited | |
| Author | Wassamon Samakhabootra |
| Call Number | AIT RSPR no.SM-08-20 |
| Subject(s) | Customer services Customer relations |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | Today, the bottom line of business does not always rely on profits, and products and services are similar as technology advances. Modern marketing concepts have become one of the significant strategies focusing on building relationships that create customer value as the basis of success. And, integrated marketing communications (IMC) has been noticed as one of success factors because of its overwhelming benefits to establish and maintain relationships with customers meanwhile its effectiveness should be considered in order to increase competitive advantage for the organization. This research is a case study of a service organization as a mobile telecommunication service provider. The objectives are to study the real practices of IMC for building customer relationships and use survey research to measure the effectiveness of those IMC practices. The analysis will be provided based on those real practices and the results of the survey, SWOT analysis is also provided in the dimension of market situation and business environment. Lastly, this research study has recommendations to organizations for more effective management of IMC for building customer relationships. |
| Year | 2008 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas J.; |
| Examination Committee(s) | Neal, Mark;Winai Wongsurawat ; |
| Scholarship Donor(s) | RTG Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008 |