This research aimed to: 1) study the innovation strategies in marketing communication for laundromat businesses; 2) examine the perception of marketing communication innovations in these business; 3) explore the marketing mix factors and satisfaction levels of the owners and customers of laundromats; and 4) develop a model for innovative marketing communication for business operators in the laundromat sector. This was a mixed-methods study combining qualitative research, including in-depth interviews with 8 CEOs who are distributors for laundromat businesses, and quantitative research using questionnaires to collect data from 301 laundromat users nationwide, analyzed via descriptive statistics. The research findings revealed that: 1) laundromat businesses implemented philosophies, visions, missions, and modern innovations as strategies for their marketing communication activities and brand establishment; 2) there was recognition of organizational and media innovations that focused on competitiveness in product and service quality, influencing high efficiency in managing marketing communication and branding innovations for these stores; 3) the marketing mix (7Ps) focused on modern, high-quality products (Product), competitive pricing aligned with costs (Price), suitable laundromat locations (Place), appropriate promotions (Promotion), skilled service staff (People), fitting service processes for modern lifestyles (Process), and modern store designs (Physical Evidence). Marketing activities were conducted via online media for real-time customer interaction, leading to high customer satisfaction; and 4) the development of an innovative marketing communication model for laundromat business operators involved analyzing and synthesizing quantitative and qualitative research data to develop and improve of the Strategic Knowledge in Innovation
Communication (SKi) Model. “The key to success in the laundromat business”. This model benefited producers and distributors by using innovative marketing communications to effectively reach target customers, employing product and distributor management strategies as key factors. It incorporated knowledge of communication innovations, marketing communication, and branding on online media and artificial intelligence (AI), as well as real-time two-way communication with customers to achieve success.
