IMPACT OF MARKETING MIX ON BRAND EQUITY TOWARDS CUSTOMER LOYALTY: AN EVIDENCE OF A TELECOM SERVICE IN MYANMAR
Keywords:Marketing Mix, Customer Loyalty, Brand Equity, Telecom Service
This paper aims to identify the effects of marketing mix and brand equity on its customer loyalty. To satisfy the main objective, a brand of telecom service in Myanmar was examined. The targeted population of this research was 400 consumers who use Telenor Telecom Service in Naypyidaw. A non-probability purposive sampling technique was incorporated as sampling technique to gather the data from the respondents. Multiple regression analysis was tested to explore the relationships between the variables.
It was found that some of 7P’s of marketing mix are positively influences dimensions of brand equity, namely: Product, Place, People, and Process. Also, 7P’s of marketing mix showed positively significance through the consumer loyalty. There is also evidence that brand equity is the most important to marketers today, particularly in relation to the known antecedents to customer loyalty. The results suggest that the telecom service marketers may put more emphasis on marketing mix strategies such as Product, Place, People, Process and Physical evidence that enhance brand equity and customer loyalty.
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