Creating Customer Loyalty through Marketing Communication Mix for Central Group

The aim of the research is to create customer loyalty through the use of marketing communication mix for the brand Central Group in Thailand. The research analyzes the factors affecting customer loyalty, the components of marketing communication mix, and the challenges associated with it. It provides recommendations for improving customer loyalty for Central Group.

Running head: DISSERTATION
Creating customer loyalty through the use of Marketing Communication Mix focusing on the
brand Central Group
Name of the Student:
Name of the University:
Author’s Note:

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Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my supervisor ……………………. whose guidance, advice and patience have
been immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities, for the time and help given throughout. Without their participation, this research
would not have been possible. In this context, I am also thankful to them, whose research work
helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.

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Abstract
The aim of the research is to create customer loyalty through the use of marketing
communication mix for the brand Central Group in Thailand. The role of the customers in
ushering a business towards success is huge and cannot be neglected. One of the primary
objectives that business organizations possess is to attract and target customers so that the
demand of their product and services can be created among the population. Business
organizations focus on developing customer loyalty rather than attracting new customer because
it is expensive and unsure. Loyal customer does not get swayed away by availability and price.
Moreover, if the customers are loyal, they tend to pay more and select the product or service of
the company over the competitors. The current research is conducted by considering Central
Group in Thailand.
However, the problems associated with customer loyalty are evident if marketing communication
mix is used appropriately. Challenges arise in respect to advertising, direct marketing, discounts
and promotions and making a presence consistently. For instance, in terms of advertising,
challenges those occur are rapid growth, ad blockers and minimal exposure increasing cost and
elusive audiences. The research is significant because in-depth understanding about customer
loyalty and marketing communication mix can be developed by referring to the past researches.
As a result, the business organizations need to rise and place them higher than the competitors to
have a loyal customer base.
Positivism research philosophy, deductive research approach and descriptive research design.
Furthermore, the research has used the method of random non-probability sampling technique
which has enabled him to select 50 employees who work in the Central Group of Thailand as the

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effective sample size. The researcher has utilized the primary form of data collection technique
in order to collect the relevant data from the employees who work in Central Group. The
researcher has used the quantitative data collection technique.
From the data analysis, it can be summarized that marketing communication mix is significant
for all business organizations and Central Group is no different. From the responses gathered
from the employees of Central Group, it can be inferred that some of the employees agree with
the effectiveness of marketing communication mix in creating customer loyalty whereas some of
the employees begs to differs because to the challenges those arises in due course. However, the
role of marketing communication mix cannot be denied when it comes creating customer loyalty
because it ensures reaching the target customer using appropriate channels, assisting them,
updating them and helping them during their need related to brands, products and services sold
by Central Group.

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Table of Contents
Chapter 1: Introduction....................................................................................................................9
1.0 Overview...........................................................................................................................9
1.1 Problem statement...............................................................................................................10
1.2 Research aim........................................................................................................................10
1.3 Research objectives.............................................................................................................10
1.4 Research questions...............................................................................................................11
1.5 Research rationale................................................................................................................12
1.6 Structure of the dissertation.................................................................................................12
1.7 Summary..............................................................................................................................14
Chapter 2: Literature review..........................................................................................................15
2.0 Overview..............................................................................................................................15
1. Customer factors....................................................................................................................15
1.1 Price consciousness.........................................................................................................15
1.2 Customer attitudes...........................................................................................................16
2. Marketing communication mix..............................................................................................17
2.1 Brand image.....................................................................................................................17
2.2 Personal relationships......................................................................................................19
2.3 Stimulating interest..........................................................................................................21

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2.4 Promotion redemption.....................................................................................................22
3. Integrated Marketing Communications: IMC.......................................................................23
3.1 Advertising......................................................................................................................24
3.2 Sale promotion.................................................................................................................24
3.3 Public relation..................................................................................................................25
3.4 Personal selling................................................................................................................26
3.5 Direct marketing..............................................................................................................26
Emerging tools of integrated marketing communications.........................................................27
Event marketing.....................................................................................................................27
Social media marketing.........................................................................................................27
Internet marketing..................................................................................................................28
Mobile marketing...................................................................................................................28
4. Customer loyalty....................................................................................................................29
4.1 Loyalty segmentation.......................................................................................................29
4.1.1 Non customer................................................................................................................30
4.1.2 Price-Switcher...............................................................................................................30
4.1.3 Fence Sitter...................................................................................................................32
5. Summary................................................................................................................................33
Chapter 3: Research Methodology................................................................................................35
3.0 Over view.............................................................................................................................35

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3.1 Research Outline..................................................................................................................35
3.2 Research Philosophy............................................................................................................35
3.2.1 Reason for the application of positivism philosophy...................................................36
3.3 Research approach...............................................................................................................36
3.3.1 Reason for the application of deductive approach........................................................37
3.4 Research Design..................................................................................................................37
3.4.1 Reason for the application of descriptive research design............................................37
3.5 Research Strategy................................................................................................................38
3.5.1 Reason for the application of survey strategy...............................................................38
3.6 Sampling technique and sample size...................................................................................38
3.6.1 Reason for the application of probability sampling technique.....................................39
3.7 Data collection process........................................................................................................39
3.7 Reason for the application of primary data collection process........................................40
3.8 Data Analysis Technique.....................................................................................................40
3.8.1 Reason for the application of quantitative data analysis technique..............................40
3.9 Accessibility Issues..............................................................................................................41
3.10 Ethical Consideration.........................................................................................................41
3.11 Summary............................................................................................................................42
Chapter 4: Data analysis............................................................................................................43
4.0 Overview..............................................................................................................................43

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4.1 Findings and analysis...........................................................................................................43
4.1.1 Demographics...............................................................................................................43
4.1.2 Objective questions.......................................................................................................48
4.2 Summary..............................................................................................................................58
Chapter 5: Discussion and interpretations.....................................................................................60
5.0 Overview..............................................................................................................................60
5.1 Explanations and interpretations..........................................................................................60
5.2 Summary..............................................................................................................................61
Chapter 6: Conclusion and recommendations...............................................................................62
6.0 Conclusion...........................................................................................................................62
6.1 Linking with objectives.......................................................................................................62
6.2 Recommendations................................................................................................................65
6.3 Future scope of the research................................................................................................66
References......................................................................................................................................67
Appendix 1.....................................................................................................................................76
Survey questionnaire.................................................................................................................76

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List of Figures
Figure 1: Gender............................................................................................................................43
Figure 2: Age.................................................................................................................................44
Figure 3: Duration of being employed...........................................................................................45
Figure 4: Designation in Central Group........................................................................................46
Figure 5: Idea about integrated marketing communications.........................................................47
Figure 6: Idea about direct marketing............................................................................................47
Figure 7: Customer loyalty and advertisement..............................................................................48
Figure 8: Cost improvement and advertisement............................................................................49
Figure 9: Sales promotion..............................................................................................................50
Figure 10: Mobile marketing over direct or traditional marketing................................................51
Figure 11: Sales promotion assistance...........................................................................................52
Figure 12: Public relations and improving relationships with media............................................53
Figure 13: Attributes of personal selling and customer loyalty.....................................................54
Figure 14: Expense required in personal selling............................................................................55
Figure 15: Communication in marketing communication mix and customer loyalty...................56
Figure 16: Social media marketing and customer loyalty.............................................................57
Figure 17: Marketing communication mix and customer loyalty.................................................58

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Chapter 1: Introduction
1.0 Overview
The role of the customers in ushering a business towards success is huge and cannot be
neglected. One of the primary objectives that business organizations possess is to attract and
target customers so that the demand of their product and services can be created among the
population. The organizations need to keep on identifying the need of the customers so strategize
accordingly so that they do not go out of demand among the target customers. As mentioned by
Budianto (2019), business organizations focus on developing customer loyalty rather than
attracting new customer because it is expensive and unsure. If a business has a loyal customer
base, they do not need to worry because loyal customer does not get swayed away by availability
and price.
Moreover, if the customers are loyal, they tend to pay more and select the product or
service of the company over the competitors (Kandampully, Zhang and Bilgihan 2015). In this
competitive era of business, being noticed by the customers is necessary and for that the business
organizations have to keep on popping with something new and interesting time and again in
front of the customers. If not for a long time, the customers lose interest gradually and go for the
alternatives. Hence, business organizations need to communicate and market themselves
appropriately for building and maintaining customer loyalty.
Central Group in Thailand is one of the most successful conglomerates in the world stage
and is the number 1 retail developer and a leader across multiple retail and hospitality categories.
The major footprints of the Group in Thailand comprises of 60 malls, 2400 retail outlets, 1000
food outlets and over 45 hotels over 8700 key where 12 hotels are still development. Central

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Group has expanded to more than 50 subsidiaries with six key business lines (Centralgroup.com
2019). Without loyal customers the Group would not have this position along with successful use
of marketing and communication. Hence, the current research is conducted by considering
Central Group in Thailand.
1.1 Problem statement
However, the problems associated with customer loyalty are evident if marketing
communication mix is used appropriately. The elements of marketing communication mix are
broad that makes the challenges even more severe. Challenges arise in respect to advertising,
direct marketing, discounts and promotions and making a presence consistently. For instance, in
terms of advertising, challenges those occur are rapid growth, ad blockers and minimal exposure
increasing cost and elusive audiences. These advertising challenges need continuous work
because failure in doing so affects the customers negatively thereby, sales are lost, surviving the
competitive market is threatened, the competitors grabs an upper hand and profit and revenue
generation is compromised at an extent that is difficult to revive (Kaura, Durga Prasad and
Sharma 2015).
1.2 Research aim
The aim of the research is to create customer loyalty through the use of marketing
communication mix for the brand Central Group in Thailand.
1.3 Research objectives
The objectives of the research are:
 To understand customer loyalty and marketing communication mix
 To critically analyze the factors affecting customer loyalty

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 To study the components of marketing communication mix and its impact on customer
loyalty
 To determine the significance of marketing communication mix in developing customer
loyalty for Central Group
 To investigate the challenges associated with customer loyalty and marketing
communication mix
 To provide suitable recommendations for creating improved customer loyalty for Central
Group in Thailand
1.4 Research questions
The questions of the research are:
 What do you mean by customer loyalty and marketing communication mix?
 What are the factors affecting customer loyalty
 What are the components of marketing communication mix and its impact on customer
loyalty?
 What is the significance of marketing communication mix in developing customer loyalty
for Central Group?
 What are the challenges associated with customer loyalty and marketing communication
mix?
 What are the suitable recommendations for creating customer loyalty for Central Group
in Thailand?

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1.5 Research rationale
The role of customer for ushering a business organization towards is inevitable and so is
the role of marketing and communication mix. A business organization cannot be successful in
attracting customers if they are unable them. Hence, if the customers are unaware of the products
or the services offered by an enterprise, they will not go to them. As a result, the business
organizations need to rise and place them higher than the competitors to have a loyal customer
base. This research is significant because it helps in understanding how a customer loyalty can be
created by using marketing communication mix. The research is significant because in-depth
understanding about customer loyalty and marketing communication mix can be developed by
referring to the past researches (Jackson and Ahuja 2016).
Undertaking the research is also crucial because this will help in determining the gap of
creating loyal customer base due to ineffective use of marketing communication mix. Hence, the
potential reasons that led to the ineffective use of marketing communication mix can be pointed
out that will help in assessing the relationship between the two variables. Once the gaps are
identified, the research will suggest ways of overcoming the gaps and create customer loyalty
through the use of marketing communication mix. Additionally, the significance of the research
lies as the components of marketing communication mix can be identified and discussed along
with shedding light on the challenges and advantages of using it in the current scenario of
Thailand (Hanninen and Karjaluoto 2017).
1.6 Structure of the dissertation
Six chapters mainly forms the overall dissertations namely introduction, literature review,
research methodology, data analysis, findings and discussions and conclusion and
recommendations. Each of the chapters needs to be structured consecutively because it helps in

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maintaining the chronological manner of the investigation and achieving the research aim and
objectives suitably.
Introduction: The name of the chapter itself signifies the purpose of the chapter. The chapter
introduces the topic to the readers by providing background information followed by pointing
out the problem that needs to be investigated. This is followed by the development of aim,
objectives and questions of the research that justifies the scope of research topic by highlighting
the social contribution.
Literature review: The purpose of developing this chapter is to look into the past researches
conducted in similar field and considering their information and findings for developing the
current research. Taking into account the views and opinions of different authors helps in
developing a critically evaluated section that is rich with data.
Research methodology: This chapter comprises of the names of the different methodological
tools along with their definitions and characteristics. Based on the characteristics and the
research topic, the specific research tools are selected and used for the current study.
Data analysis: The collected data using specific methodological tools are analyzed using
suitable techniques so that the aim and objectives of the research can be achieved successfully.
Findings and interpretations: Once the data is analyzed, it is interpreted by explaining the
findings along with supporting or arguing the findings using past researches and studies.
Conclusion and recommendations: A summary is deduced from the overall chapters that
indicate the problem of the research followed by suggesting ways of overcoming the issues.

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1.7 Summary
Hence, in this chapter, it can be summarized that necessary information about customer
loyalty and marketing communication mix has been provided thereby, determining its
significance for Central Group in Thailand. Central Group is the number 1 retail developer and a
leader across multiple retail and hospitality categories. As a result, having a loyal customer is
necessary for them for sustaining their current position in Thailand. The information provided
has helped in successfully developing the aim, objectives and questions of the research that is
investigated in the next chapters of the dissertation.

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Chapter 2: Literature review
2.0 Overview
A literature review is a form of secondary research, in which, the researcher takes help
from existing and relevant text and previous studies done on a similar topic of research as that of
the research that is being conducted, for the purpose of applying the relevant knowledge or
theories for gaining insights into the topic of the research and use it for formulating arguments
(Hart 2018). One more aspect of literature review that is often overlooked while defining it is
literature gap. Literature gap refers to the areas that have not been explored in the studies
referred to in the literature review. It is important to identify these gaps for the purpose of
making sure that these gaps are tried to be filled in the research that is being conducted (Hart
2018).
The main thing that has to be considered in this research is the fact that there are two
distinct factors that have could be identified from the topic of the research itself. They comprise
of marketing communication mix, and customer loyalty. The idea is to come to know how
exactly customer loyalty could be created through marketing communication mix, which is
indicative of the fact that while marketing communication mix is a constant factor, customer
loyalty is a variable factor. This is the philosophy that would be abided by throughout the
literature review.

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1. Customer factors
1.1 Price consciousness
As per Suki and Suki (2015), price consciousness refers to the consciousness that a
customer has regarding the price of an item or a service. It refers to a customer’s idea regarding
how much a price for an item or service could ideally be (Suki and Suki 2015). Customers see
value for money, and it is in this context that the theory of utility from microeconomics could be
applied. As stated by Kauder (2015), customers keep buying an item as long as it holds a specific
value to them over the price that they are spending for it, and it diminishes with every more of
the same item that the customer purchases. Customers are always keen on making sure that the
price of a product is lesser than that of their price consciousness, and it is for this reason why
brands have to make sure that they are properly able to identify the value of a product in the lives
of the target segment, and accordingly price it, keeping in mind that the price of it has to be
lesser than the price consciousness of the target segment (Kauder 2015). This is because the
target segment would only be buying more when the price of the commodity would be lesser
than that of the price consciousness of the same, if the theory of utility has to be applied again in
this regard (Kauder 2015). This is indeed what leads to customer loyalty, which would rather be
discussed in depth, later in this chapter.
From the perspective of Central Group, Thailand, the main thing that has to be done is to
make sure that a thorough market research is conducted, just to find out how much exactly the
target segment values the deliverable of the organization. Based on that, the pricing has to be
done, and has to be set lesser than that of the price consciousness of the target segment, for the
purpose of making sure that there are repetitive purchases from the customers from the
organization.

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1.2 Customer attitudes
Customer attitudes play a big part in making sure that a customer is loyal to a brand.
Furthermore, their purchase decisions are based on the attitudes towards the product and the
organization that are selling relevant products. As argued by (Pansari and Kumar 2017), the main
thing that has to be considered in this regard is the fact that there are two distinct sets of attitudes
that customers have that define their purchase decision, which include attitude towards the
product and attitude towards the organization, both of which play a vital role in making sure that
customers make a purchase decision in the favor of a particular brand (Pansari and Kumar 2017).
Attitudes towards an organization are dependent on the brand image, and the past
incidents that the brand has been involved in. These attitudes are formulated by personal beliefs
and opinions, and research suggests that when a brand is properly able to align its messages
through the various components of the marketing communication mix, it resonates with the
attitudes of the target segment, and hence, purchase decisions from the part of the customers are
likely to be in the favor of the brand as a result (Pansari and Kumar 2017).
Attitudes towards a specific product could be in odds for a particular brand selling the
product in the market. For example, if an American brand like KFC sells in a communist country
like China, chances are that the target segment would not be wanting to buy from the seller. As
per Wu and Cheng (2018), it is for this reason why KFC has been designing its recipes for China
differently than the rest of the world. The takeaway from this is the fact that the major thing that
has to be done is to make sure that deliverables of an organization like Central Group, Thailand
are modified according to the attitudes that the customers hold to the same, for the purpose of
influencing a bigger segment.

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2. Marketing communication mix
2.1 Brand image
Community outreach refers to the effort to reach out to a particular community with
noble intentions, for the purpose of making sure that an organization could do well to a society
from which it extracts resources for its businesses (Lane 2018). This is a practice that can often
be linked to CSR activities or corporate social responsibility. The main thing that has to be
considered in this regard is the fact that community outreach immensely helps in developing
personal relations and positive experiences. What has to be understood from this context is the
fact that community outreach through various components of the communication mix helps in
making sure that the credibility of a brand is established. As per Lane (2018), community
outreach through the use of a communication mix, could either be promoting a CSR activity of a
brand, or it could even be giving out a message to a particular community, that would be useful
to them.
This credibility factor in turn establishes customer loyalty in a number of ways.
According to (Nyadzayo and Khajehzadeh 2016), first, customers think of the brand as being
noble and caring for the society, in exchange for which, they decide to choose the brand during
every relevant purchase decision that they make. Secondly, a positive impression about the brand
is created, which helps in further cementing the loyalty of the customer to the brand. It is for this
reason why not only does the component of communication mix matter, but the message itself
matters equally as well (Nyadzayo and Khajehzadeh 2016).
There are various factors that have an effect on customer loyalty and brand image.
However, these two factors that have been discussed could be directly linked to the components

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of communication mix. It has to be noted that for Central Group, Thailand, the main thing that is
done for the purpose of creating customer loyalty through the components of marketing
communication mix, is to make sure that personal relations are set up more effectively. This
could be done through the use of direct marketing efforts like direct sales, since these provide the
opportunity for establishing proper interpersonal relationships between the brand and the
customer, through more intimate touch points (Todorova 2015). Community outreach through
the proper use of communication mix is equally important, and so is ensuring positive
experiences through positive touch points with the use of proper components from the
communication mix (Todorova 2015).
2.2 Personal relationships
Personal relationships are critical for customer loyalty. According to Cossío-Silva et al.
(2016), this is because of the fact that the main thing that has to be considered is the fact that
when customers share a proper relationship with a particular brand, the chances of customer
loyalty during relevant purchase decisions goes up significantly higher. This is because personal
relationships establish an emotional connection between the brand and the customer, which plays
as the prioritizing factor for the brand during the customer’s purchase decisions (Cossío-Silva et
al. 2016).
The main thing that has to be noted in this literature is the fact that the text takes a
psychological approach in establishing the importance of emotional connections that may arise
due to positive personal relationships that in turn shape customer loyalty. The idea that customer
relations are vital to customer retention is perfectly established in this research. As per Ashill,
Semaan and Williams (2018), customer relations may be established from a range of activities,
with the main purpose being establishing a positive relationship with the customer that would

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urge the customer to be loyal to the brand. However, this might not be true in all cases. Rolls
Royce once rolled out a print advertisement, the tagline of which said, “Not for the likes of you!”
This was meant for the purpose of making sure that the main market segment that is reached out
to, include the high class in the society, regardless of how the other people who did not have the
affordability to purchase a Rolls Royce felt about it (Ashill, Semaan and Williams 2018). The
sales or customer base of Rolls Royce post the advertisement rather increased instead of
decreasing. Therefore, just because the main purpose is to bring about positive relationship with
the customer base, it does not mean that the messages through the marketing communication mix
have to be aiming at persuading every viewer of the promotion. Messages should be highly
targeted towards the target market segment, which could often yield better results than
conventional ways of creating positive relationships (Ashill, Semaan and Williams 2018).
A positive experience is also a factor that immensely plays a part in customer
relationships. The main thing that has to be noted in this regard is the concept of touch points.
Touchpoints are those points of interaction between the brand and the customer, whether one
way or two way (Herhausen et al. 2019). As per Herhausen et al. (2019), touch points are the
major players in determining whether or not a particular message from a brand, through any
mode of communication has a positive experience or a negative experience on the psyche of the
customer regarding the brand. The greater the number of positive experiences, the greater is the
customer loyalty (Herhausen et al. 2019). However, there is another aspect that has to be
followed, and that is repetitiveness. Research done by Wang, Santos-Silva and Moutinho (2016)
suggests that messages through any component of the marketing communication mix, messages
have to be consistent with the previous messages, to form a concrete brand identity that would
help a customer in differentiating it from the rest of the brands, thereby increasing the chances of

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brand loyalty for that brand. However, the main thing that has to be noted is the fact that
messages rather have to be consistent over a range of communication mix components. In other
words, research suggests that a consistent series of messages should be rather meant to be
delivered through different modes of communication, rather than a single mode (Santos-Silva
and Moutinho 2016). This is because it helps one message itself to be delivered to the target
segment over a period of time, in different ways, which is why it often proves to be more
effective. This is the reason why the main thing that has to be done is to deliver a series of
consistent messages over various components of market communication mix, for the purpose of
creating the base for customer loyalty (Santos-Silva and Moutinho 2016).
2.3 Stimulating interest
Stimulating interest is the process of strategizing communication with the help of market
communication in such a way that the target segment develops an interest in the brand or
organization through that particular message (Dib 2018). Stimulating interest is mostly for the
purpose of influencing a target to buy a particular service or product, and is therefore more
related to the advertising component of marketing communication mix (Dib 2018). In specific,
stimulating interest through advertising has a specifically ideal model that advertisers often
follow for the purpose of creating interest through a particular advertisement. This is called the
AIDA model, which is an abbreviated form of attention, interest, desire and action.
As explained by Wijaya (2015), the application of this model involves designing an
advertisement or message that would be able to grab the attention of the viewers or the targets in
the first interest. Followed by that, the message should be such that it is able to convert the
interest into a desire to try out what is being offered by the brand. Once this desire stage is
passed through, the target finally takes an action in favour of purchasing the deliverable. It has to

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be understood that stimulation of interest has to be in favour of acting to buy the product or the
service, which starts off with grabbing attention with the help of an attractive message (Wijaya
2015).
What this means for Central Group, Thailand is that their communication strategies have
to be such that they can grab the attention of their target audiences instantaneously. This is also
suggestive of the fact that they should be highly trying out innovative ways of advertising.
2.4 Promotion redemption
Promotion redemption refers to the uses of sales promotional tools such as discount
cards, vouchers and most specifically loyalty cards. These redemptions are helpful for the
customers in the sense that they add value to the purchases that are made by the customers. The
main thing that has to be noted in this regards the fact that a brand has to be able to identify
which kind of a sales promotional tool is to be given out at a particular situation (Osuna,
González and Capizzani 2016). Discount cards are most suitable tools of the promotional mix,
for situations in which the purpose is to capture a given market share within a quick period of
time. On the other hand, loyalty cards are most suitable for the purpose of retaining long time
customers, by rewarding them for their loyalty to the brand. The main thing that has to be noted
in this regard is the fact that people only tend to keep working in a certain way for as long as
there is a psychological or materialistic reward attached to it. This is called the expectancy theory
(Osuna, González and Capizzani 2016).
According to Montoya and Flores (2019), the idea is to persuade people in to making
repetitive purchases by adding values to specific products and services that would in turn add
more value to the money that is being spent by the customers. Loyalty cards are a great way to

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communicate how much a brand values its loyal customers as these tools provide the opportunity
for the brand to communicate directly in written texts through these cards. Montoya and Flores
(2019) state that market communication is essentially necessary for the purpose of
communicating the benefits of staying loyal to a particular brand and it is for this reason why
appropriate components of the marketing communication mix have to be adopted for the purpose
of communicating such schemes. Central group has to be able to properly identify and record its
loyal customers and appropriately come up with feasible promotion redemption schemes.
3. Integrated Marketing Communications: IMC
Integrated marketing communications has gained recent popularity among the business
organizations because of the proficiency and efficiency it offers in respect to communicating
with the customers. As mentioned by Manser Payne, Peltier and Barger (2017), integrated
marketing communications is defined as the approach of planning communications that offers
large, medium and small businesses the ability to achieve improved results from the campaigns
conducted with reduced or minimal marketing cost. However, as argued by Keller (2016), the
concept of integrated marketing communications highlights the technique that enables achieving
the marketing campaign objectives by using and implementing well-coordinated use of different
promotional approaches those intend to reinforce each other suitably.
Recently, the customers have plenty of opportunities and alternatives in terms of products
and services. Hence, if a business organization fails to meet the customer needs and demands,
they opt for another organization that fulfils their needs and demands. Integrated marketing
communications plays significant role in developing customer loyalty by integrating essential
components of marketing for communicating similar messages to potential and existing
customers. The role of integrated marketing communications comes a long way in establishing

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and developing awareness and loyalty among the customers at reduced costing (Key and
Czaplewski 2017).
The different tools of integrated marketing communication mix are advertising, sale
promotion, public relations, personal selling and direct selling. Efficient use of these tools helps
in developing customer loyalty for the business organizations and Central Group is no different.
3.1 Advertising
Advertising is one of the significant techniques of reaching and communicating with the
customers and consists of four significant characteristics that include persuasive nature, non-
personal, paid by an identified sponsor and disseminated through mass channels of
communications. As mentioned by Fill and Turnbull (2016), advertising helps in developing
customer loyalty by influencing the decision of the customers of adopting goods, services or
ideas. Attractive advertisements create a unique image in the eye of the customers thereby,
securing an upper hand from the competitors. However, as argued by Ots and Nyilasy (2015), the
non-personal characteristics of advertisements restricts the ability to tailor sales messages and
trigger loyalty within the customers. As opined by Kitchen and Burgmann (2015), using symbols
and images help advertising differentiate products and services those are similar otherwise by
developing brand equity. However, as argued by Dahl, Eagle and Low (2015), the cost imposed
due to advertising is huge and is one of the greatest disadvantages. This is because the average
price of the 30 second ad has increased manifolds over the past decade.
3.2 Sale promotion
Sales promotion is another significant tool when it comes to developing customer loyalty
using integrated marketing communications. As known, sales promotions are said to be direct

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inducements that offers additional incentives for improving the movement of the product or
service from the manufacturer to the consumer. As mentioned by Saenko et al. (2016), sales
promotion is supplemental to advertisement and is considered to be a minor player in integrated
marketing communications. The business organizations give coupons, price packs and discounts
to the customers for influencing the loyalty among the customers. However, as criticized by
Batra and Keller (2016), sale promotion motivates the customers for selecting a specific brand
when the brand is successful in producing immediate and measurable results. However, relying
on sales promotions largely is criticized because customer loyalty is compromised as deal-prone
consumers are developed resulting in price sensitivity. Similar is the case of central Group in
Thailand and the brand needs to use sale promotion tools suitably.
3.3 Public relation
Relationship plays a crucial role when it comes to the development of loyalty among the
customers. Public relations is said to be the mutual and beneficial relationships between the
brand and the customers. According to Smith (2017), effective public relations help in building
and improving relations with the media. The power of media is impeccable when it comes to
building or destroying the image of the brands. Hence, positive relationship with media
maximizes the scope of spreading positive word-of-mouth and boosting the customer traffic.
Consistent spreading of good and positive views about the brands ultimately influences the
development of loyalty among the customers. However, as criticized by Felix, Rauschnabel and
Hinsch (2017), fake news spread by the media affects the customer loyalty negatively. As
commented by Kim (2016), positive and improved public relations improve and better the
engagement with the customers. With constant positivity, the loyalty among the customers
develops to the extent that the customers do not prefer looking for alternatives. For Central

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Group, positive public relations need to be ensured so that the media can be used as an effective
tool for developing customer loyalty.
3.4 Personal selling
As the term indicates, personal selling indicates person-to-person contact with the target
audiences and customers with the sole purpose of introducing the product or service to the
customers followed by convincing the audience about the value of the product and selling the
product ultimately. As mentioned by Cummins, Peltier and Dixon (2016), personal selling is one
of the most effective techniques of developing customer loyalty because interpersonal
communication is possible between the salesperson and the target audiences. Messages can be
tailored in respect to specific situations followed by noting down the immediate feedback. As a
result, the customer feel valued and attended that develops customer loyalty. However, as
criticized by Todorova (2015), personal selling is the most expensive way of selling products and
developing customer loyalty because one customer can be communicated at a single time
thereby, making things time and cost consuming.
3.5 Direct marketing
Direct marketing is the oldest form of marketing that highlights the process of
communication with the customers directly for encouraging responses by using mail, electronic,
personal visit and telephones. As opined by Kerin and Hartley (2015), direct marketing allows
precise targeting of the audiences by the brands unlike public relations and advertising where the
ultimate results lacks tangibility. The ability of convincing the customers is also more when it
comes to direct marketing because the salesperson can persevere the consumers for long.
However, as argued by Luxton, Reid and Mavondo (2015), the fruitfulness of the communication
in direct marketing is not guaranteed. As mentioned by Blakeman (2018), direct marketing helps

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in building positive and effective relationships with the target audiences and developing their
loyalty. Once the relationship build with the customers are positive, the loyalty tends to develop
gradually that in turn helps in increasing sales for the brands. Similar is the case of Central
Group, where direct marketing can help in developing customer loyalty by communicating and
interacting with the customers personally.
Emerging tools of integrated marketing communications
The existing tools of integrated marketing communications have been long used and
other tools are emerging as the recent preferred for reaching out the customers and developing
loyalty considering the present nature of the target audiences.
Event marketing
Event marketing is one of the emerging tools of integrated marketing communications
that is formed by combining sales promotions and advertising with public relations. In this
modern era of technological advancements and changed needs and demands of the customers,
event marketing maximizes the brand awareness thereby, establishing loyalty suitably. Customer
loyalty can be built among specific target audiences by differentiating the product or service
from the competitors. Additional facilities provided due to event marketing are merchandising
opportunities and commitment to the target audiences by initiating long-term associations with
the customers. Developing customer loyalty using event marketing has gained recent popularity
because of the change that has been encountered among the customer needs and demands
(Gavinelli, Morra and Di Gregorio 2016).

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Social media marketing
Social media has gained huge popularity in the past decade and have millions of active
users across different social media platforms. The concept of social media marketing indicates
promoting business using virtual or social media platforms. As mentioned by Ashley and Tuten
(2015), social media marketing has become a powerful tool of communicating with the target
audiences and giving prompt responses thereby, facilitating the establishment of customer
loyalty. Due to social media marketing, the business organizations are available to attend the
customers irrespective of time and location and extending help whenever in need. Consistent and
continuous assistance to the customers through various social media platforms does not make the
customers feel left out and attended facilitates customer loyalty. However, as argued by Felix,
Rauschnabel and Hinsch (2017), targeting specific audiences is often an issue in social media
marketing.
Internet marketing
Internet marketing is also termed as web marketing or online marketing where products
and services are marketed over the internet. As mentioned by Mathews et al. (2016), the
interactive nature of the internet marketing facilitates the development of customer loyalty by
bringing the global audience near and close to each other. The interactive nature of internet
marketing enables the business organizations to provide instant responses as well as eliciting
responses that signify the unique qualities of the medium. However, as argued by Chaston
(2015), the competition in internet marketing is more as majority of the brands use it and hence,
failing to give prompt responses to the customers affect the existing loyalty among the target
audiences largely.

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Mobile marketing
Mobile marketing is another emerging tool for integrated marketing communications
where the entire globe is just a click away. Smart phones have changed the face of
communication and brands and customers are no different in this case. As commented by
Shankar et al. (2016), mobile marketing is cheaper than traditional or direct marketing because
large audiences can be targeted regardless of time and location. Hence, mobile marketing is said
to be the streamlined version of traditional marketing. As mobiles are used by individuals daily
for various purposes, reaching the customers become easier using the mobile marketing
technique. Constant updates and regular information about the products and services can be
communicated with the customers efficiently thereby, developing customer loyalty because the
customers feel significant and valued (Lamberton and Stephen 2016).
4. Customer loyalty
4.1 Loyalty segmentation
As per Hill (2017), customer loyalty, in technical and marketing terms, refers to the
extent to which a customer of a particular brand has purchase intentions of purchasing from that
particular brand, instead of switching brand preferences when the customer is faced with a
purchase decision making situation. In other words, if a customer is loyal to a particular brand,
the first preference that the customer would make while buying a similar product, would be the
brand where the customer usually buys from, or has made his or her last purchase from, if the
customer is loyal to that brand. Therefore, a brand has to be able to find out which is the actual
sub segment from a target segment that is actually loyal to the brand, and target them
accordingly for sustained loyalty (Hill 2017).

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Marketing communication mix on the other hand refers to a set of promotional tools that
are used by brands and agencies for the purpose of reaching out to the target market with the aim
of having a positive perception in their minds, to possibly influence their purchasing decisions in
the favor of the brand (Hill 2017). How exactly these components could be used for each
situation and purpose is a decision that is vital for market communicators, for the purpose of
retaining customers. This is because retaining customers takes a different and more complex
strategy set than acquiring customers (Hill 2017).
4.1.1 Non customer
As per Guzmán (2009), non customers are those people that do not form the base of the
target market of a brand. However these people are highly responsible or could be highly
responsible in influencing the customer loyalty of the target segment of the brand. This is simply
through word of mouth and public perception of a brand (Guzmán 2009). An earlier example
show how Rolls-Royce once only targeted and pleased its target consumer segment while
affording to leave a bad impression on the non customers of the brand. Nichols (2010) however
argues that in a huge market non customers are more than regular of seasonal customers.
According to Nichols (2010), designing and sending out a message that is intended to please or
persuade entire market helps in making sure that not only would the non customers influence the
actual target segment of the brand, but could also ensure the fact that the non customers could
become potential customers of the brand in the process. The main thing that is required for
Central group to do in this regard would be to properly identify the entire market in which it is
operating the business and understand the characteristics and psychology of the same, to be able
to appropriately design market communication messages to them.

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4.1.2 Price-Switcher
Price switcher refers to switching costs that customers tend to incur with shift of
changing brands, products and suppliers. The most noticeable switching cost factor noticed in the
market is financial in structure but there are also psychological and effort based impacts on the
demography. According to Ceric et al (2016), switching costs can represent itself in significant
formations especially during the need of supplier change or disruption in normal business
operating period. There are chances that lead to failure of reproducing a similar important
product in the market and causes cancellation of the entire system of change. Successful
industries have different strategies tried to not make their customers deviate from their services
and opt for competitive brands.
Price switcher is highly impacted by performance and financial position of the lead
industry. Switching costs can be high and low as well that alters the consumer behaviour and
seriousness of the strategies to be formed by the company in concern. With reference to switch
of prices, the competitive advantage factor of a company is considered important that typically
changes over time and demand. As opined by Liu et al (2015), the more demand created about
the products and services, the more alterations in pricing strategy comes forward. In simpler
terms, with the mechanism of demand and supply, considering a monopolistic service provider
can have a constant pricing strategy, but with oligopolistic structure, having number of
competitors in it, the pricing strategy varies.
As suggested by Stein and Ramaseshan (2015), the consumer behavior is a highly
impacting factor altering the needs of industries and their performance. With reference to the
significance of price switching in maintaining customer loyalty, the factor itself is a parameter to
judge the effectiveness of the industries. Consumers enjoy being offered with true services and

32DISSERTATION
longevity of the effect and hence, price is an important factor that they consider. With drift in
pricing strategies, companies had to ensure offering something new in the existing product or
unique for new products formed.
The economic development of Thailand is taken in consideration to decide over the
matter of being an effective price switcher. As argued by Moreira and Silva (2015), trust
commitment by companies is a challenge to maintain in the long run in customer loyalty. The
indication focused on developing the negative impacts of switching costs on consumer as well as
industrial behaviour. Central Group is trying to achieve sustainability being an effective price
switcher where it can provide the market with something more expected by the audience.
4.1.3 Fence Sitter
Fence sitter refers to the characteristic of being neutral or an uncommitted nature of
groups or individuals. With reference to industrial market that attains to achieve financial
settlements and winning at every perspective, the fence sitting approach is a way of sustaining in
the market. As Moreira and Silva (2015) suggests, it often happens that a company fail to
maintain its success and position by overdoing their efforts that leads to failure of the company.
This is an indication of unmaintained sustainable policies or no thought of sustaining at all.
The risk factor is a critical point here that often obstructs companies in taking the risk of
unplanned propositions and then losing the market. The current company in scenario is in favour
of the same thing. Customer loyalty is demanded for any products offered to them and is a
symbol of characteristic nature rather than forceful commitment. As opined by Massam (2015),
companies should be holding customer experience or service management top in the agenda for

33DISSERTATION
approaching sustainability. As like other significant stakeholders, customers are the only group
that motivates companies in bringing new features in the market.
Fence sitting approach is reliable in maintaining customer loyalty rather than the
experimenting with product approach. Managing customer loyalty at primary level increases the
sense of trust between the brand and the customers. Stein and Ramaseshan (2015) suggests if
customer are being happy with whatever is served, the company have no worries in approaching
something new. With excellent customer relationship, the requirement of market is automatically
created from reviews of customers and the company’s potential to perform it safely.
According to Kumar et al (2015), it is necessary to take in consideration customers’
affection for designing product. Unless the customer base comes up with an approach of needing
something new from the company, it is never easy cope up with the maintaining sustainability.
New products can be either accepted or rejected going through marketing campaigns and
promotions and leading to huge loss of money by the company. Product or service design in an
integral component that drives brand equity and customer loyalty equally. With reference to the
services offered by Central Group in Thailand, they have been securing the position as a fence
sitter with focusing more on consumer relationship and loyalty development. At the end, it is the
customers demand and favour for a product that encourages companies to run their business.
5. Summary
Hence, in this chapter, it can be customer loyalty is one of the core attributes that
business entities in all sectors need to focus on in order to sustain the competitive market and
conduct business accordingly. Competition among the business organizations have increased so
due to increased number of similar products and services offered. In order to combat the

34DISSERTATION
competition, it is necessary for the business organizations to reach out to the customers
appropriately and gain their loyalty. Integrated marketing communications is an advanced form
of marketing mix that follows and justifies recent techniques and approaches of developing loyal
customer base. Considering the position of Central Group in Thailand, having a loyal customer
base is necessary and the tools and the emerging tools of integrated marketing communications
can be used for developing customer loyalty appropriately.

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Chapter 3: Research Methodology
3.0 Over view
This chapter seeks to provide an understanding of the different methods that are being
utilized in the effective execution of the research work. The purpose of this paper is to create
customer loyalty through the use of marketing communication mix for the brand Central Group
in Thailand. In this regard, various methods and methodologies have been employed so that the
researcher is able to handle the data collected in a better manner for the purpose of gaining an
insight in to the work that is being done.
3.1 Research Outline
For the effective execution of this research, the researcher has made use of the positivism
research philosophy, deductive research approach and descriptive research design. Furthermore,
the research has used the method of random non-probability sampling technique which has
enabled him to select 50 employees who work in the Central Group of Thailand as the effective
sample size. This chosen sample size has allowed the researcher to get an idea of how to create
an effective customer loyalty through the use of marketing communication for the brand Central
Group in Thailand. In addition to this, the researcher has utilized the primary form of data
collection technique in order to collect the relevant data from the employees who work in Central
Group. The researcher has used the quantitative data collection technique.
3.2 Research Philosophy
In the course of research work, the three different kinds of research philosophies which
are used are those of interpretivism, pragmatism and positivism. In the words of Bryman (2016),
the combination of the positivism and interpretivism research philosophies gives rise to the idea

36DISSERTATION
of pragmatism philosophy. As a result, the research has the advantage of using both the scientific
approach and the opinions of the various other scholars in the conduction of the work. Positivism
research philosophy provides the advantage to the researcher to take a scientific point of view of
the work done (Chambers 2017). This ensures in the validity of the data and data accuracy. On
the other hand, the interpretivism philosophy helps the researcher to take in to account the
opinions of the other scholars related to the same issue. However, this lacks data accuracy and
data validity.
3.2.1 Reason for the application of positivism philosophy
The application of the positivist research philosophy is considered justified for this
research work as it aided the researcher to understand the need for customer loyalty through the
use if marketing communication mix for the brand of Central Group. The use of this scientific
philosophy gave a chance to the researcher to ensure the accuracy of the data collected and data
validity (Hughes and Sharrock 2016). Furthermore, it also allowed the researcher to get objective
information on the importance of creating customer loyalty for the growth and development of a
business organization.
3.3 Research approach
The two kinds of research approaches which are used in a research work are the inductive
and the deductive approaches. Inductive approach refers to the formulation of new concepts and
ideas which are drawn from the observations made during the course of the research work. On
the other hand, the deductive approach refers to the application of the already existing theories
and concepts in order to understand the topic of research (Baronov 2015).

37DISSERTATION
3.3.1 Reason for the application of deductive approach
The utilization of the deductive approach in this research work has been justified because
it has helped the researcher to reference the existing theories based on customer loyalty and the
need of marketing mix for increasing this aspect. In this regard, the researcher has been effective
in analyzing the need for the generation of customer loyalty for the growth of the business sector.
Furthermore, the use of deductive approach is also justified as it is best related with the use of
positivism research philosophy (Klenke 2016). The research of the previous literature would
enable the researcher to gain an impartial view of how best to create customer loyalty through
the use of marketing mix model in the context of Central Group in Thailand.
3.4 Research Design
The three different kinds of research design used in research are explanatory, exploratory
and descriptive research design. The explanatory research design enables the researcher to
explain the different factors which leads to the generation of the phenomenon mentioned in the
work (Yanow 2015). Exploratory research design on the other hand, explores the various issues
in the work and recommends certain ways to mitigate such issues. The descriptive research
design is a combination of both the exploratory and explanatory research design.
3.4.1 Reason for the application of descriptive research design
The descriptive research design has been utilized in the course of this research work. This
use of the descriptive research design has been justified as this has allowed the researcher to
explain the presence and the need of customer loyalty for the effective functioning of the
businesses around the world. Furthermore, it has allowed the researcher to explore the issue of
the marketing communication mix model in the context of the brand Central Group in Thailand.
As a consequence, the descriptive research design has enabled the researcher to predict the

38DISSERTATION
increase in customer loyalty through the use of marketing communication mix for brand Central
Group in Thailand (O’Gorman and MacIntosh 2015).
3.5 Research Strategy
The four different kinds of research strategy used in the course of the research work are
survey, action research, case study and interview. Action research refers to the process of
exploring the different problems related with an issue and help find a way to mitigate them.
Survey method refers to the collection of the necessary data from the concerned population
related to the research work. Case study research on the other hand, refers to the exploration of
the different yet similar cases related to the research work and building up an argument after
careful analysis of them (Tumele 2015). The strategy of interview refers to the ability of the
researcher to collect primary data from the target population with regard to the research topic.
3.5.1 Reason for the application of survey strategy
The survey strategy has been utilized in the course of this research work. The use of
survey strategy has been justified as it has allowed the researcher to collect information from the
target group which is 70 employees who work in the brand Central Group in Thailand. In this
regard, the researcher has been able to take in to account the view points and the opinions of the
target group regarding the need for the marketing communication mix. Furthermore, the survey
research strategy has allowed the researcher to analyze the different variables which have the
scope of influencing the research topic (Boddy 2016).
3.6 Sampling technique and sample size
The two most preferred kind of sampling techniques are the probability sampling
techniques and the non-probability sampling techniques. Under probability sampling technique,

39DISSERTATION
the researcher provides the equal opportunity to the members of the target population to be
selected in the process of data collection (Sheikh and Sultana 2016). On the other hand, under
non-probability sampling technique, the researcher judges the suitability of the participants who
can take part in the data collection process.
3.6.1 Reason for the application of probability sampling technique
In the course of this research work, the probability sampling technique has been utilized.
The application of the probability sampling technique has allowed the researcher to effectively
prove an equal opportunity to all the employees who are employed to the brand of Central Group
to be chosen for the study. In this regard, the use of probability sampling technique has provided
the opportunity to the researcher to choose only those respondents who are associated and highly
impacted by the marketing communication mix in the context of the Central Group of Thailand.
In this regard, it can be observed that the researcher selected 70 participants from the target
population who are employed in the brand Central Group of Thailand.
3.7 Data collection process
The two different kinds of data collection process are the primary and the secondary data
collection process. Under primary data collection process, the researcher has the opportunity to
collect the data first hand, which is recent and updated (Garner, Wagner and Kawulich 2016).
The secondary data collection process, on the other hand, includes the collection of relevant data
from the different secondary literature sources which includes books, academic journals and
articles.

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3.7 Reason for the application of primary data collection process
In this research work, the primary data collection process has been utilized. The
application of the primary data collection has been justified because the aim of the research is to
create customer loyalty through the use of marketing communication mix for the brand Central
Group in Thailand. In this respect, the data has been gathered from the employees who work in
the brand Central Group in Thailand. As a consequence, the research has been able to understand
how to create customer loyalty through the use of the marketing communication mix.
3.8 Data Analysis Technique
There are two different types of data analysis techniques in the context of research work
such as the qualitative and quantitative data analysis technique. The qualitative data analysis
technique allows the researcher to get a subjective insight in to the research work (Creswell and
Creswell 2017). The quantitative data analysis technique, on the other hand, enables the
researcher to make use of the numerical percentages and averages as presented through the use
of charts and graphs.
3.8.1 Reason for the application of quantitative data analysis technique
The research work has utilized the application of the quantitative data analysis technique.
The use of this technique has been justified as the researcher has been able to make use of the
numbers collected in the form of averages and percentages through the primary data collection
process with the aid of survey response. The researcher has utilized the mechanism of bar charts
and pie charts for analyzing this data collected by utilizing the quantitative data analysis
technique.

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3.9 Accessibility Issues
One of the significant accessibility issues which can be seen to be present in the context
of this work is that of limited time (Van Wee 2016). Much less time was provided to the
researcher in order to effectively understand the need of customer loyalty through the use of
marketing communication mix. As a result of this, the researcher could conduct a survey only of
a limited number of employees who work in the brand Central Group in Thailand. The limited
scope of the study therefore, could not provide a comprehensive and broader picture of the issue
to the audience.
The second accessibility issue faced by the researcher was with regard to the issue of
monetary sources (Wellington 2015). The researcher did not have sufficient funds available with
him and therefore, he could only focus on the business of Central Group to understand the
importance of marketing communication mix for improving customer loyalty.
3.10 Ethical Consideration
There are certain limitations which hampers the effective execution of the research work.
A research can be deemed as effective when certain ethics are abided by. The first ethical
consideration is that of maintain transparency (Townsend and Wallace 2016). Thus, the data
which is collected by the researcher through the primary source of survey were not manipulated
in order to serve the interest of the research.
The second ethical consideration is that of ensuring the safety of the participants (Nardi
2018). Their dignity in the process of data collection was upheld and they were not put in to any
danger in the entire time of data collection.

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3.11 Summary
To summarize, the different research methodologies as chosen by the researcher has been
deemed to be important for understanding the research aim and objectives. The use of such
methodologies has enabled the research to understand the creation of customer loyalty through
the use of marketing communication mix in the brand Central Group in Thailand. Furthermore,
this section also mentions the different ethical considerations as abided by the researcher in the
course of the research.

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Chapter 4: Data analysis
4.0 Overview
This chapter is followed by the research methodology chapter that is developed with the
aim of analyzing the views and opinions of the respondents regarding the specific research topic.
For this study, the views and perspectives of the employees of Central Group has been
considered in respect to the need of customer loyalty and how it can be developed effectively by
using different tools and techniques of integrated marketing communication mix. Analyzing the
survey responses help in understanding how customer loyalty can be developed and the
significance it has for business organizations and Central Group is no different. Taking into
account the present position of Central Group in Thailand, customer loyalty is necessary to have
for the company.
4.1 Findings and analysis
4.1.1 Demographics

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Figure 1: Gender
The above pie chart demonstrates the gender of the employees of Central Group who
took part in the survey. The above pie chart depicts both male and female employees of Central
Group took part in the survey that aimed towards knowing creating customer loyalty using
integrated marketing mix. However, 68% of the respondents were female whereas only 32% of
them male. This indicates that Central Group has both male and female employees working for
them and female employees are given more roles and attending customers and developing
loyalty within them. An organization cannot be successful with the effort of any single employee
and requires assistance, co-ordination and co-operation of all the employees regardless of their
gender. However, this research is conducted based on the views of the female employees of
Central Group in developing customer loyalty using integrated marketing communications mix.
Figure 2: Age
The pie chart above highlights the age of the male and the female employees who took
part in the survey. From the response gathered, it can be seen that approximately 56% of the
employees who took part in the survey aged from 20-30 years followed by 38% employees aged

45DISSERTATION
from 30-40 years and only 6% of the employees aged more than 50 years. From the data about
the age group of the employees, it can be predicted that Central Group have both male and
female employees with age ranging from 20 years to more than 50 years. As a result, it can be
said that Central Group has employees belonging to all varied age groups and the company uses
their expertise and experience in developing and building customer loyalty by using integrated
marketing communication mix effectively.
Figure 3: Duration of being employed
The pie chart above indicates the duration of the employees working in the Central
Group. From the responses, it can be depicted that 52% of the employees have been working in
the company for 2 years followed by 26% of the employees working for 3 years and 22% of the
employees working for 5 years. Hence, it can be said that Central Group have employees
working for them from 2 years to 5 years. The duration of being employed in the company
indicates that Central Group has employees with varied level of experiences that contributes for
the betterment of the company. The experience gathered by the employees while working in the
company plays a crucial role in developing customer loyalty by using integrated marketing
communication mix and sustaining their number 1 position in Thailand.

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Figure 4: Designation in Central Group
The above pie chart highlights the designation the employees hold who took part in the
survey for achieving the aim of the current research. The above pie chart depicts 32% of the
employees’ works as a regular employee followed by 26% of the employees working in the
senior management, 24% of the employees working market researcher and 18% of the
employees working as market executive. From the responses gathered, it can be said that
employees holding different designations and working at different roles and responsibilities in
Central Group have took part in the survey that helped in knowing the role of customer loyalty
by using integrated communication mix efficiently.

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Figure 5: Idea about integrated marketing communications
The above pie chart highlights whether the employees who took part in the survey have
adequate and fair amount of knowledge about integrated marketing communications or not. The
percentages depicts that 72% of the employees have idea about marketing communications mix
whereas only 28% of the employees do not have idea about it. The data obtained indicates that
majority of the employees who took part in the survey have knowledge about integrated
marketing communications and the role it plays for business organizations. The existing
knowledge and information of the employees of Central employees contributes for the
betterment of the organization by developing loyalty of the customers effectively. The existing
knowledge and idea of the employees about marketing communication mix acts as a trump card
for Central Group in retaining their number 1 position in the Thailand market. However, the lack
of understanding about integrated marketing communications for 28% of the employees can act
as a liability for the company when it comes to sustaining their number of spot in Thailand.
Figure 6: Idea about direct marketing
The above pie chart gives us idea about whether the employees have any idea about
direct marketing or not. The percentage obtained indicates that 68% of the employees have an

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idea about direct marketing whereas 32% of the employees lack idea about direct marketing.
From the percentages obtained, it can be depicted that the existing knowledge about direct
marketing among the majority of the employees is advantageous for Central Group for sustaining
their current rank in Thailand business sectors and organizations. The existing knowledge of the
employees about direct marketing is a boost for Central marketing because excelling in direct
marketing will help the company to attract more customers as well as develop loyalty within
them. This is highly beneficial and cost effective for the company because relying on the loyal
customers ensures return on investments for the business organizations. As a result, the business
organizations can be sure that fixed percentage of employees will turn up always regardless of
the market scenario and alternatives.
4.1.2 Objective questions
Figure 7: Customer loyalty and advertisement
The bar chart above indicates the responses of the employees whether they are satisfied
with the customer loyalty obtained from advertisements. From the above bar chart, it can be seen
that 16% and 18% of the employees are highly satisfied and satisfied respectively with the

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effectiveness of advertisement in generating loyal customer base. However, majority of the
employees, that is, almost 40% of the employees have a neutral view point about the effective
role of advertisement in developing customer loyalty. Approximately 18% and 8% of the
employees are dissatisfied and highly dissatisfied respectively with the effective role of
advertisement in generating customer loyalty. If the responses of the employees are to be
considered, Central Group needs to identify the reasons why the employees feel advertisements
are not effective enough in developing customer loyalty and work on those for using integrated
marketing communication mix in developing loyal customer base.
Figure 8: Cost improvement and advertisement
The bar chart above indicates the responses of the employees whether they are satisfied
with the cost improvement obtained from advertisements. From the above bar chart, it can be
seen that 8% and 32% of the employees are highly satisfied and satisfied respectively with the
cost improvement that can be achieved if ads are used efficiently. However, majority of the
employees, that is, almost 42% of the employees have a neutral view point about cost
improvement derived from effective ads. Approximately 12% and 6% of the employees are
dissatisfied and highly dissatisfied respectively with the cost improvements that are derived from

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effective ads. If the responses of the employees are to be considered, Central Group needs focus
on the positive responses of the employees and aim towards improving ads for cost effectiveness
along with identifying the reasons why it fails to be cost effective under certain instances.
Figure 9: Sales promotion
The bar chart above indicates the responses of the employees whether they are satisfied
with the impact of sales promotion, an important tool of marketing communication mix on the
organizations. From the above bar chart, it can be seen that 4% and 30% of the employees are
highly satisfied and satisfied respectively with the impact of sales promotion on the organization.
However, majority of the employees, that is, almost 42% of the employees have a neutral view
point about sales promotions and its impact on organizations, Central Group, in this case.
Approximately 14% and 10% of the employees are dissatisfied and highly dissatisfied
respectively with the impact of sales promotion on the organizations. Having said that, sales
promotions is an important component of marketing communication mix and using it effectively
facilitates development of customer loyalty that is crucial for organizations, Central Group, in
this case.

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Figure 10: Mobile marketing over direct or traditional marketing
The bar chart above indicates the responses of the employees whether they are satisfied
with mobile marketing over direct or traditional marketing when it comes to customer loyalty.
From the above bar chart, it can be seen that 14% and 18% of the employees are highly satisfied
and satisfied respectively with mobile marketing and its role in developing customer loyalty over
direct or traditional marketing. However, majority of the employees, that is, almost 36% of the
employees have a neutral view point about mobile, direct and traditional marketing in developing
loyalty among the customers. Approximately 20% and 12% of the employees are dissatisfied and
highly dissatisfied respectively with effectiveness of mobile marketing over traditional and direct
marketing. The effectiveness of mobile marketing is questioned may be because not all the
customers have access to internet or mobile and under such cases direct and traditional marketing
give fruitful outcomes.

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Figure 11: Sales promotion assistance
The bar chart above indicates the responses of the employees whether they are satisfied
with the assistance they provide while sale promotion to the customers in selecting specific
brands. From the above bar chart, it can be seen that 12% and 28% of the employees are highly
satisfied and satisfied respectively with the level of assistance they provide to the customers
about specific brands when selling and promoting them. However, majority of the employees,
that is, almost 34% of the employees have a neutral view point about the level of effective
assistance that they provide when executing the sales promotion component in marketing
communication mix. Approximately 14% and 12% of the employees are dissatisfied and highly
dissatisfied respectively with the level of assistance they has in store to offer when it comes to
helping the customers with specific brands and facilitating loyalty among the customers.

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Figure 12: Public relations and improving relationships with media
The bar chart above indicates the responses of the employees whether they are satisfied
with the role public relation plays in establishing improved relationship with media that is
significant for marketing communication mix. From the above bar chart, it can be seen that 10%
and 22% of the employees are highly satisfied and satisfied respectively with the manner and
role public relations play in building and improving relationships with media those in turn help
in spreading positive word-of-mouth and developing loyalty among the target customers.
However, majority of the employees, that is, almost 42% of the employees have a neutral view
point about the role of effective public relations in building positive relationships with media and
its contribution in customer loyalty. Approximately 16% and 10% of the employees are
dissatisfied and highly dissatisfied respectively with the way public relations help in building
relationships with media. This is because a fake news spread by the media can affect the image
of the brand and affect loyalty of the customers negatively that becomes difficult to overcome.

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Figure 13: Attributes of personal selling and customer loyalty
The bar chart above indicates the responses of the employees whether they are satisfied
with the attributes of personal selling while developing customer loyalty that is essential in
marketing communication mix. From the above bar chart, it can be seen that 14% and 24% of the
employees are highly satisfied and satisfied respectively with the attributes of personal selling
for developing loyal customer base. However, majority of the employees, that is, almost 32% of
the employees have a neutral view point about personal selling and customer loyalty because of
the existing challenges that is highlighted. Approximately 22% and 8% of the employees are
dissatisfied and highly dissatisfied respectively with the personal selling attributes an its role in
developing customer loyalty because not all employees have the convincing and perseverance
ability that ensures loyalty among the customers efficiently.

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Figure 14: Expense required in personal selling
The bar chart above indicates the responses of the employees whether they are satisfied
with the expenses and effort those are required when the employees adopt personal selling for
developing customer loyalty. From the above bar chart, it can be seen that 8% and 22% of the
employees are highly satisfied and satisfied respectively with the effort they put in while
developing customer loyalty by adopting personal selling. However, majority of the employees,
that is, almost 48% of the employees have a neutral view point about the effectiveness of the
effort that is imparted in adopting personal selling while developing customer loyalty. This is
because not all the employees have the ability to convince the customers and retain them.
Approximately 16% and 6% of the employees are dissatisfied and highly dissatisfied
respectively because the effort put in by them in personal selling often leads to failure. Hence,
Central Group needs to identify those issues when it comes to personal selling and work towards
mitigating them.

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Figure 15: Communication in marketing communication mix and customer loyalty
The bar chart above indicates the responses of the employees whether they are satisfied
with communication and its role in direct marketing for developing customer loyalty. From the
above bar chart, it can be seen that 14% and 22% of the employees are highly satisfied and
satisfied respectively and agrees that communication in direct marketing plays a significant role
in influencing loyalty among the customers. However, majority of the employees, that is, almost
30% of the employees have a neutral view point about communication and its effectiveness in
direct marketing because other factors matters as well in developing customer loyalty.
Approximately 28% and 6% of the employees are dissatisfied and highly dissatisfied
respectively regarding the role communication plays when it comes to direct marketing and
facilitating loyalty. This is because in spite of effective communication difference in opinion
between the customers and the employees affects mutual understanding thereby, affecting the
development of customer loyalty largely.

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Figure 16: Social media marketing and customer loyalty
The bar chart above indicates the responses of the employees whether the employees are
satisfied with social media being used as a marketing communication tool in developing
customer loyalty. From the above bar chart, it can be seen that 16% and 14% of the employees
are highly satisfied and satisfied respectively with the use of social media marketing for
developing customer loyalty because social media has the most number of active users across the
globe and reaching them it much easier and cost effective. However, majority of the employees,
that is, almost 36% of the employees have a neutral view point about communication and
customer loyalty because of the vastness of the virtual platform that is often difficult to handle.
Approximately 24% and 10% of the employees are dissatisfied and highly dissatisfied
respectively with the use of social media marketing in developing customer loyalty because if
not used appropriately the business organizations can incur severe loss from where coming back
is difficult.

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Figure 17: Marketing communication mix and customer loyalty
The bar chart above indicates the responses of the employees whether the employees
agree that marketing communication mix can be used for creating customer loyalty. From the
above bar chart, it can be seen that 18% and 26% of the employees are highly satisfied and
satisfied respectively and believes that marketing communication mix can help and contribute in
developing customer loyalty. However, almost 24% of the employees have a neutral view point
about the role of marketing communication mix in creating customer loyalty. Approximately
22% and 10% of the employees are dissatisfied and highly dissatisfied respectively and feel that
customer loyalty cannot be created by using marketing communication mix because of the
existing challenges.
4.2 Summary
From the above information, it can be summarized that marketing communication mix is
significant for all business organizations and Central Group is no different. From the responses
gathered from the employees of Central Group, it can be inferred that some of the employees
agree with the effectiveness of marketing communication mix in creating customer loyalty
whereas some of the employees begs to differs because to the challenges those arises in due

59DISSERTATION
course. However, the role of marketing communication mix cannot be denied when it comes
creating customer loyalty because it ensures reaching the target customer using appropriate
channels, assisting them, updating them and helping them during their need related to brands,
products and services sold by Central Group.

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Chapter 5: Discussion and interpretations
5.0 Overview
This chapter provides a brief overview of the findings from the previous chapter by
aligning the data gathered using survey with past researches. The information of the past
researches act as a valid technique of supporting the findings of the current study about creating
customer loyalty by using integrated marketing communication mix in respect to Central Group
in Thailand.
5.1 Explanations and interpretations
From the data analysis, it can be known that Central Group needs to identify the reasons
why the employees feel advertisements are not effective enough in developing customer loyalty
and work on those for using integrated marketing communication mix in developing loyal
customer base. Fill and Turnbull (2016) supports in the literature review that advertising helps in
developing customer loyalty by influencing the decision of the customers of adopting goods,
services or ideas. Attractive advertisements create a unique image in the eye of the customers
thereby, securing an upper hand from the competitors. However, if the negative percentage of
dissatisfaction are to be believed in respect to the employees of Central Group, Ots and Nyilasy
(2015) and Dahl, Eagle and Low (2015) argues the effectiveness of marketing communication
mix in creating customer loyalty because non-personal characteristics of advertisements restricts
the ability to tailor sales messages and the cost imposed due to advertising is huge as the average
price of the 30 second ad has increased manifolds over the past decade.
From the responses of the employees of Central Group, it can be implied that 18% and
26% of the employees are highly satisfied and satisfied respectively and believes that marketing

61DISSERTATION
communication mix can help and contribute in developing customer loyalty. This is supported by
Manser Payne, Peltier and Barger (2017) in the literature review that mentions integrated
marketing communications is defined as the approach of planning communications that offers
large, medium and small businesses the ability to achieve improved results from the campaigns
conducted with reduced or minimal marketing cost. Additionally, Key and Czaplewski (2017)
also states in the literature review and mention that the role of integrated marketing
communications comes a long way in establishing and developing awareness and loyalty among
the customers at reduced costing. However, some of the employees of Central Group in Thailand
begs to differ and feel using integrated marketing communications comes with own set of
challenges that makes development of customer loyalty more difficult. Felix, Rauschnabel and
Hinsch (2017), Todorova (2015), Luxton, Reid and Mavondo (2015) and Batra and Keller (2016)
have mentioned the challenges of using integrated marketing communications for creaying
customer loyalty in the studies conducted previously.
5.2 Summary
From the above interpretations, it can be summarized that in modern business sector, it is
important for the business organizations to reach the target audiences on time and with products
and services that they need. In doing so, the role of integrated marketing mix is evident and
cannot be denied because it consists of appropriate tools and channels those can be used for
reaching the customers, assisting them and giving them the products and services they want at
regular interval. Serving the customers when they need without any compromise thereby, makes
the customers feel significant and valued that gradually helps in creating customer loyalty.
However, using integrated marketing communications comes with own set of challenges those
need to be mitigated for creating customer loyalty effectively for Central Group in Thailand.

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Chapter 6: Conclusion and recommendations
6.0 Conclusion
From the above chapters, it can be concluded that customer loyalty is the key for all
business organizations operating across different sectors and Central Group in Thailand is no
different. The vastness of marketing communication mix is the major challenge that is
encountered because identifying the most suited one and implementing it efficiently by
considering the changing needs and demands of the customers. From the current and the past
researches, it can be understood that customers are the key external stakeholders that business
organizations rely for profit maximization, revenue generation and business expansion. Having a
loyal customer base is also cost effective for the business organizations because they do not have
to indulge into planning and strategizing for attracting new new customers and developing within
them. The products and services sold by the companies need to be communicated with the target
audiences suitably so that the need and demand of the customers are fulfilled and they do not
look for alternatives.
Similar is the case of Central Group where customer loyalty is a significant aspect that
needs to be ensured efficiently considering the business sector of Thailand. It is necessary for
central Group to develop loyal customer base by using integrated marketing communication mix
for gaining competitive advantage and retaining their first spot in Thailand. Central Group can
use the emerging tools of marketing communication mix that focuses more on the use of internet
and social media for developing customer loyalty appropriately.
6.1 Linking with objectives
Objective 1: To understand customer loyalty and marketing communication mix

63DISSERTATION
Objective 1 is linked with literature review sections 2 and 4 that present information from
past researches and views and opinions of different authors about customer loyalty and
marketing communication mix. The information presented in these sections critically analyzes
the information shared that helps in developing better knowledge about the two variables that
underlies the overall dissertation. On the other hand, the entire survey questionnaire has been
developed with the purpose understanding how customer loyalty can be generated by using
marketing communication mix effectively.
Objective 2: To critically analyze the factors affecting customer loyalty
Objective 2 is linked with literature review section 4 that mentions and discusses the
different factors affecting loyalty of the customers towards particular brands, products and
services. Analyzing the factors helps in determining the factor impacts the loyalty of the
customers more compared to others. On the other hand, survey questions on customer loyalty
helps in understanding the factors the employees consider being most fruitful in developing
loyalty among the customers.
Objective 3: To study the components of marketing communication mix and its impact on
customer loyalty
Objective 3 is linked with literature review section 3 that mentions the five components
of integrated marketing communications and the role it plays in developing loyalty among the
customers. Each of the components is discussed in detail with the purpose of analyzing the
benefits as well as the challenges that the components have while developing loyal customer
base. Similarly the survey questions developed related to marketing communication mix allows

64DISSERTATION
gathering the opinion of the employees in respect to the role integrated communication mix plays
in ensuring customer loyalty.
Objective 4: To determine the significance of marketing communication mix in developing
customer loyalty for Central Group
Objective 4 is linked with literature review section 2 where the factors affecting the
marketing communication mix is highlighted and discussed with the purpose of determining how
important each factors are in developing loyalty among the customers. Similarly, the survey
questions are developed and analyzed so that the significance of marketing communication
mixes in developing customer loyalty for Central Group.
Objective 5: To investigate the challenges associated with customer loyalty and marketing
communication mix
Objective 5 is linked with sections 2, 3 and 4 where arguments related to customer
loyalty and marketing communication mix is presented that indicate the potential challenges of
the two variables for business organizations. The dissatisfactory view from the employees of
Central Group gathered from the survey questions helped in understanding the potential
challenges.
Objective 6: To provide suitable recommendations for creating improved customer loyalty
for Central Group in Thailand
Objective 6 is linked with literature review sections 2, 3 and 4 where the challenges
encountered have supported with potential techniques of overcoming challenges that occurs in
marketing communication mix and developing customer loyalty. The data gathered from the

65DISSERTATION
employees about the issues led to suitable recommendations of overcoming the issues and
improving customer loyalty.
6.2 Recommendations
Based on the due to marketing communication mix in developing customer loyalty
suitably, the suitable recommendations are listed below.
Using internet
The existing marketing communication mix are still used but using the emerging tools for
Central Group will be more effective in developing customer loyalty. Using internet, social
media and mobile marketing will help Central Group to serve the customers at any point of time
and the customers do not have to visit the store in person for getting help. Additionally, this will
ensure convenience to both the customers and the employees of Central Group in terms of
communication and reaching out for each other when in need.
Prompt responses to the customers
Customer loyalty can be improved for Central Group by giving prompt and spontaneous
responses to the customers. In this way the customers will feel valued and significant and will
come to Central Group thinking that the organization values them, their needs, demands and
requests suitably.
Personal interaction
Interacting with the customers personally gives better opportunity of understanding them
and knowing their needs and demands thereby, serving them accordingly. Personal interaction
will make the customers feel that the organization values their interest and are working towards

66DISSERTATION
fulfilling them. Such initiative and interest from the organizational end will tend to develop
loyalty among the customers, as they will feel the warmth and empathy from the company’s end.
6.3 Future scope of the research
This research is conducted based on the employees of Central Group in Thailand working
at various managerial levels within the organization who have shared their ideas based on the
effectiveness of integrated marketing communications in developing customer loyalty. Hence, in
the future research can be conducted by focusing on the integrated marketing communication
used by Central Group previously and the ones used currently. This will help in identifying how
Central Group has succeeded so far in the business sector of Thailand along with investigating
the challenges it faced while implementing the integrated marketing communications as their
business strategy for attracting customers and developing loyalty. Additionally, in future
research can be conducted by focusing on integrated marketing mix used by other business
organizations in similar sector where Central Group is operating.

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Appendix 1
Survey questionnaire
1. What is your gender?
a. Male
b. Female
2. What is your age?
a. 20-30 years
b. 30-40 years
c. More than 50 years
3. How long have you been working at the organization?
a. 2 years
b. 3 years
c. 5 years
4. What is your position in the organization?
a. Senior management
b. Market executive
c. Market researcher

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d. Regular employee
5. Are you aware of the concept of integrated marketing concept?
a.Yes
b. No
6. Are you aware of the concept of direct marketing?
a. Yes
b. No
7. Are you satisfied with the customer loyalty derived from advertisement?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
8. Are you satisfied with cost improvement that is derived from advertisements?
a. Highly satisfied
b. Satisfied
c. Neutral

78DISSERTATION
d. Dissatisfied
e. Highly dissatisfied
9. Are you satisfied with the impact sales promotion have on the organization?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
10. Are you satisfied with the application of mobile marketing over traditional or direct
marketing?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
11. Are you satisfied with the assistance provided by sales promotion for selecting specific
brands?
a. Highly satisfied

79DISSERTATION
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
12. Are you satisfied with the manner in which public relations can help in building and
improving relationships with the media?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
13. Are you satisfied with the attributes of personal selling for developing customer loyalty?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
14. Are you satisfied with the expense required for adopting personal selling?

80DISSERTATION
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
15. Are you satisfied with the communication that is gained via direct marketing?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
16. Are you satisfied with the use of social media marketing as an effective communication
tool?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

81DISSERTATION
17. Are you satisfied with the use of marketing communication mix for creating customer
loyalty with focus on brand?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied