THE INFLUENCE OF ATTITUDES TOWARD INTEGRATED MARKETING COMMUNICATION (IMC) ON CUSTOMER LOYALTY AT GOVERNMENT SAVINGS BANK

Abstract

This research aims to: 1) study attitudes toward integrated marketing communication and customer loyalty of Government Savings Bank customers, and 2) examine the influence of attitudes toward integrated marketing communication—including advertising, public relations, sales promotion, direct marketing, and personal selling—on customer loyalty, using demographic characteristics such as gender, age, education level, occupation, and income as control variables. The sample consisted of 393 customers of the Government Savings Bank aged 18 and above. Data were collected using an online questionnaire and analyzed using descriptive statistics and multiple regression analysis. The results revealed that overall attitudes toward integrated marketing communication were at a high level. The aspect with the highest average score was sales promotion, followed by public relations, personal selling, and advertising. Direct marketing was at a moderate level. Overall customer loyalty was also found to be high. Among the communication tools, personal selling had the greatest influence on customer loyalty. When analyzed by demographic segments, personal selling continued to have the most significant influence on loyalty across the majority of customer groups. Based on these findings, it is recommended that the Government Savings Bank enhance its marketing strategies by designing integrated marketing communication activities that align with the specific characteristics of each target customer group—such as gender, age, education level, occupation, and income. In addition, the bank should strengthen the role of employees in effectively communicating and providing services, and implement promotional tools that match the needs of each customer group in order to build strong relationships and foster long-term customer loyalty.