Impact of online marketing communication strategies on customer's purchase intention and brand recommendation for wine restaurant businesses in Bangkok

Abstract

Wine restaurant business is becoming popular in Thailand; the entrepreneurs use integrated marketing communication (IMC) to send the message to customers along different channels. One of the effective channels is to use online marketing communication (OMC), for example, online promotion, search engines, mobile marketing, social media and e-mail marketing. Main objective of this research is to investigate how digital marketing can increase the wine restaurants’ revenue growth. A researcher used mixed method; semi-structured interview for collecting the marketing strategies from four managers of five wine restaurants in Bangkok and the quantitative questionnaires collecting from 265 customers’ opinions; the aims of this study are 1) to understand customers’ behaviors of wine restaurant businesses in Bangkok, 2) to examine which OMC tool that the most influence customer purchase intention and 3) to investigate how digital marketing impact on the marketing strategy of wine restaurant businesses. The research found that online promotion, search engines, mobile marketing, social media and e-mail marketing of OMC tools are used for wine restaurants’ marketing strategies especially price strategy and promotion strategy. Price and promotion are used for marketing activities with special deal through mobile applications such as TripAdvisor, Line, Facebook, Instagram, e-mails, etc. OMC tools have impacted on the customers’ purchase intention and then consequently recommend wine restaurants to others. Purchase intention has a positive relationship with brand recommendation. This research can be applied in wine restaurants’ marketing strategies such as 1) restaurants should have online promotions with low price every month, 2) restaurants’ websites should be easily found on search engines by keywords, 3) new promotions should be sent through online chat, 4) Facebook and Instagram are the best channel of customers for receiving information and promotion, 5) restaurants should send e-mail about promotions to customers with easy click for linking the restaurant website, 6) restaurant’s promotions should provide with special deal and 7) all promotions should be advertised through social media with the special marketing activities such as live concerts, wine testing and others.