THE ROLE OF 7P’s MARKETING MIX AND PERCEIVED QUALITY AFFECTING CUSTOMER SATISFACTION AND CUSTOMER LOYALTY OF NURTURING CARE SERVICES FOR EARLY CHILDHOOD DEVELOPMENT IN MYANMAR

Authors

  • HTWE HTWE KYI KYI Business Administration Program in International Business (International program), International College, Panyapiwat Institute of Management
  • Sunida Piriyapada Business Administration Program in International Business (International Program), International College, Panyapiwat Institute of Management

Keywords:

7P’s of Marketing Mix, Perceived Quality, Customer Satisfaction, Customer Loyalty

Abstract

The main objective of the study is to analyze the roll of 7P’s of marketing mix and the perceived service quality that affect customer satisfactions toward customer loyalty in the private nurturing care service for early childhood development in Myanmar. The research results have revealed that place, physical evidence, reliability and competence have significant relationships with customer satisfaction. Moreover, the results also showed product, people, physical evidence and empathy are confirmed to have a statistical influence on customer loyalty. This study provided a better understanding how much important of 7P’s of marketing mix and perceived quality effect on customer satisfaction to customer loyalty. In the end, a variety of marketing strategies could be formulated accordingly. The 7P’s of marketing mix help the managers to become the leader and expertise in the early education field. The study is recommended to implement with 7P’s of marketing mix(including: product, price, place, people, physical evidence, process and promotion) and perceived quality (including: tangibles, reliability, competence, responsiveness and empathy) for managers towards the customer satisfaction to customer loyalty the private nurturing care service for early childhood development Nay Pyi Taw council area in Myanmar. The contributions for theory and implication for managers are discussed in this study.

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Published

2020-09-25

How to Cite

KYI, H. H. K., & Piriyapada, S. (2020). THE ROLE OF 7P’s MARKETING MIX AND PERCEIVED QUALITY AFFECTING CUSTOMER SATISFACTION AND CUSTOMER LOYALTY OF NURTURING CARE SERVICES FOR EARLY CHILDHOOD DEVELOPMENT IN MYANMAR. Suthiparithat, 34(111), 150–162. Retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/242679

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Research Articles