The Study of Integrated Marketing Communication Activities, Perceived Value, and Customer Experiences that Influence the Decision to Use Personal Loan Services of The Government Savings Bank, Phichit Zone

Abstract

         This research aims to study 1) integrated marketing communication activities, customer value perception, customer experience, and decision-making in using loan services; 2) integrated marketing communication activities that influence the decision to use personal loan services; 3) the perception of value that affects the decision to use loan services; and 4) customer experiences that affect the decision to use personal loan services at the Government Savings Bank, Phichit Zone. This research is a quantitative study. The sample size was calculated using the Krejcie and Morgan formula, resulting in 348 samples. A stratified random sampling method was applied across 8 branches, and simple random sampling was used to collect data through a questionnaire. The data was analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis enter method.

          The results found that 1) the opinions on integrated communication activities, value perception, and all aspects are at a level of agreement, including employee communication, advertising, public relations, online social media and digital marketing, direct marketing, value conditions, and service pricing. Customer experience is at a moderate level, with the service aspects of employees, service procedures, and service environment being at a high level, except for the loan product, which is at a moderate level. The decision to use the loan service is at a high level; 2) integrated marketing communication activities in the area of online social media and digital marketing have a significant effect on the decision to use the service at the 0.05 level; 3) the value perception regarding service pricing and value conditions has no effect on the decision to use the service; 4) customer experience in the areas of products, service environment, and employee service has a significant effect on the decision to use the service at the 0.05 level, with a multiple correlation coefficient of 0.43 and a total predictive power of 19%. Therefore, the bank applies the findings by focusing on social media, digital marketing, improving employee attentiveness, and enhancing the service waiting environment.