Integrated Marketing Communication and Decision-Making in Using Organizer Services from Perspectives of Entrepreneurs and Consumers in Nakhon Pathom Province

Abstract

This qualitative research aimed to 1) explore consumers’ perspectives on integrated marketing communication (IMC) factors influencing their decision to use organizer services, 2) examine entrepreneurs’ perspectives on IMC strategies for attracting and retaining customers, and 3) synthesize qualitative factors reflecting the relationship between IMC and decision-making behavior from both viewpoints. In-depth interviews were conducted with 16 key informants - 8 consumers and 8 entrepreneurs - selected through purposive sampling. The data were analyzed using content analysis and thematic analysis.

The findings revealed four main factors influencing consumers’ decision-making: 1) convenience and comprehensive services (One Stop Service), which reduce the burden of event planning; 2) credibility derived from word-of-mouth and online media; 3) creativity and service quality tailored to specific customer needs; and 4) interactive communication that fosters a sense of personalized care. From the entrepreneurs’ perspective, differentiation in services, the use of digital media for communication, and long-term customer relationship building were identified as key strategies. These results indicate that the integration of entrepreneurs’ communication strategies and consumers’ direct experiences plays a complementary role in shaping organizer service selection behavior. The study contributes to the academic discourse by highlighting the strategic role of IMC in enhancing value creation, credibility, and customer relationships in the organizer industry. It also provides practical implications for entrepreneurs to design communication strategies that align with evolving consumer behaviors in the post-COVID era and within the dynamic VUCA-BANI business environment.