COMMUNICATION TO CREATE IMAGE OF SERVICE BUSINESS IN THAILAND CASE – COVID-19 PANDEMIC

Abstract

This article examines communication to create image of service business in Thailand, which is
well-renowned for marketing, using unique, interesting, and well-responded communications
during the COVID-19 pandemic. Literature review and examination of corporate image
communication during crises show that communication is a major factor in accessing the mind of
the target group, especially during abnormal situations. Therefore, service businesses must employ
communication strategies to promote positive corporate image in order to build reputation and
selling point for marketing communication, in addition to unique added value for business
competition. This article examines concepts pertaining to image of service business, management
of service business image communications during crises, and scope of communications to build
service business image in 10 aspects: Corporate Social Responsibility, Business Practice,
Employees, Product and Services, Marketing Communication, Distribution, Executives, Working
Environment and Artifacts and Price. This paper present cases of adaptation by service businesses
with strength in communication to create image during COVID-19 pandemic in Thailand, such as
Thai Airways, MK Restaurant, Kasikornbank PCL, Terminal 21, etc. Examples in this paper shall
serve as a guideline for service businesses to plan and apply corporate image communication
during crises in response to context of future changes.