Integrated Marketing Communication and Brand Image that Affects Customer Decision-Making Process for Health Clinic Service in Chonburi Province DOI:

Abstract

         The aim of this study is to understand the influence of integrated marketing communication and brand image that affects decision-making for selecting Health Clinic services in Chonburi province. health clinic services in Chonburi province. By implementing of survey research methodology and presenting a descriptive research approach. The samples were 329 consumers who used health clinic services in Chonburi province through purposive sampling. The questionnaire was developed as a research tool and statistical studies were used to study the influence of path analysis including the structural equation model for data analysis.

         The research found that integrated marketing communication affects healthcare clinic brand image and consumer decision-making process for healthcare clinic services at a statistical significance level of 0.05.  As for the brand image, it also affects the decision-making process for using a healthcare clinic service at a statistical significance level of 0.01. In addition, integrated marketing communication directly affects the decision-making process for using a healthcare clinic service and indirectly affects the brand image of the healthcare clinic service to the decision-making process for using a health clinic as well at the statistical significance level of 0.01. Especially considered as an additional factor to help consumers to make an easier decision from the past experience of using the service and from the testimony of the users of the healthcare clinic which is an important factor that helps build the brand image and encourage purchasing decisions, therefore, it can be considered that integrated marketing communications and presenting a unique brand image of a healthcare clinic are significantly increasing more competitive advantage.