Creating Customer Loyalty through Marketing Communication Mix 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:

1DISSERTATION
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.

2DISSERTATION
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

3DISSERTATION
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