دورية أكاديمية
Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products
| العنوان: | Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products |
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| المؤلفون: | Suci Ayu Sudari, Arun Kumar Tarofder, Ali Khatibi and Jacquline Tham |
| المصدر: | Management Science Letters, Vol 9, Iss 9, Pp 1385-1396 (2019) |
| بيانات النشر: | Growing Science, 2019. |
| سنة النشر: | 2019 |
| مصطلحات موضوعية: | Marketing Mix (4Ps), Customer Satisfaction, Customer Loyalty, Small and Medium Enterprises, Business records management, HF5735-5746 |
| الوصف: | 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%. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 1923-9335 1923-9343 |
| Relation: | http://www.growingscience.com/msl/Vol9/msl_2019_125.pdf; https://doaj.org/toc/1923-9335; https://doaj.org/toc/1923-9343 |
| DOI: | 10.5267/j.msl.2019.5.012 |
| URL الوصول: | https://doaj.org/article/5c4978c94d5246db8a63b313e5360fb4 |
| رقم الأكسشن: | edsdoj.5c4978c94d5246db8a63b313e5360fb4 |
| قاعدة البيانات: | Directory of Open Access Journals |
Full Text Finder | تدمد: | 19239335 19239343 |
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| DOI: | 10.5267/j.msl.2019.5.012 |