文章基本信息

标题：Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products
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作者：Suci Ayu Sudari ; Arun Kumar Tarofder ; Ali Khatibi 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2019
卷号：9
期号：9
页码：1385-1396
DOI：10.5267/j.msl.2019.5.012
出版社：Growing Science
摘要：The purpose of this paper is to analyze the effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products of SMEs in Malaysia. The method of collecting data is by using questionnaire and a sample of 300 customers is used for data gathering. Path analysis and Sobel test are used in analyzing the data. The finding shows that product, promotion, place and price have positive effects on customer satisfaction of food and beverage products SMEs in Malaysia. Product, promotion, place and price give contribution to customer satisfaction about 68.9% while the rest is affected by other variables which are not included in this research. Moreover, customer satisfaction has a positive effect on customer loyalty. The finding also shows that product, promotion, place and price had positive effects on customer loyalty through customer satisfaction of food and beverage products SMEs in Malaysia. Product, promotion, place, price and customer satisfaction influence on customer loyalty about 61.7%.
关键词：Marketing Mix (4Ps);Customer Satisfaction;Customer Loyalty;Small and Medium Enterprises