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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print)
Quarterly Publication
Volume 9 Issue 9 pp. 1385-1396 , 2019

Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products Pages 1385-1396 Right click to download the paper Download PDF

Authors: Suci Ayu Sudari, Arun Kumar Tarofder, Ali Khatibi, Jacquline Tham

DOI: 10.5267/j.msl.2019.5.012

Keywords: Marketing Mix (4Ps), Customer Satisfaction, Customer Loyalty, Small and Medium Enterprises

Abstract: 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%.

How to cite this paper
Sudari, S., Tarofder, A., Khatibi, A & Tham, J. (2019). Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products.Management Science Letters , 9(9), 1385-1396.

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Journal: Management Science Letters | Year: 2019 | Volume: 9 | Issue: 9 | Views: 31615 | Reviews: 0

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