The Relationship Between Integrated Marketing Communications and Consumers’ Expectation on Tablets Using In Suratthani Province

Abstract

The objective of this research was to study how integrated marketing communications using tablets affected service expectations, to study expectations using tablets, and to study the relationship using tablets between integrated marketing and expectations. The data were collected using questionnaires which had a reliability of 0.81 and 0.80 from the 400 people in Suratthani using tablets. Analyzing data standard deviation, frequency, and Pearson’s Correlations Coefficient ® found that using integrated marketing communications affected the expectations of using tablets regarding advertising, promotion, direct marketing and public relations. At moderate sales levels, tablet use expectations were highest regarding operation system (s), features, networks, links and hardware. The relationship between integrated marketing communications and service expectations was found at a moderate level. Additionally, at a moderate level,a relationship was found between moderate level advertising, direct marketing and salesman. Public relations relationship was found to be in the inverse direction.