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
Keywords:
7P’s of Marketing Mix, Perceived Quality, Customer Satisfaction, Customer LoyaltyAbstract
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.
Downloads
References
Aaker, D. (1991). Managing brand equity. New York: The Free press.
Almsalam, S. (2014). The effects of customer expectation and perceived service quality on customer satisfaction. International Journal of Business and Management Invention, 3(8), 79-84.
Auka, Daniel Onwonga, Bosire, Joseph N., & Matern, Victor. (2013). Perceived service quality and customer loyalty in retail banking In Kenya. British Journal of Marketing Studies, 1(3), 32-61.
Duc Nha Le, Hong Thi Nguyen, & Phuc Hoang Truong. (2019). Port logistics service quality and customer satisfaction: Empirical evidence from Vietnam. The Asian Journal of Shipping and Logistics, 36(2).
El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322–332. https://doi.org/10.1016/j.jretconser.2018.07.007
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International Journal of Marketing Studies, 1(1), 1-15.
Hashim, N., & Hamzah, M. I. (2014). 7P’s: A literature review of islamic marketing and contemporary marketing mix. Procedia - Social and Behavioral Sciences, 130, 155–159. https://doi.org/10.1016/j.sbspro.2014.04.019
Jessie, J. Wang, & Ashok K. Lalwani. (2018). The distinct influence of power distance perception and power distance values on customer satisfaction in response to loyalty programs. International Journal of Research in Marketing, 36. doi: 10.1016/j.ijresmar.2018.11.006
Libent, D. (2015). Deterninants of parents’ satisfaction with the quality of pre-primary education in Ilala District, Dar Es Salaam Region, Tanzania. Tanzania.
Song, M., & Noone, B. M. (2017). The moderating effect of perceived spatial crowding on the relationship between perceived service encounter pace and customer satisfaction. International Journal of Hospitality Management, 65, 37–46. https://doi.org/10.1016/j.ijhm.2017.06.005
Oswald A. Igaua, Abdul Wahid Bin Mohd Kassim, Abdullah Kaid Al-Swidib, & Amran Bin Haruna. (2013). The effect of perceived value on brand loyalty and mediated by customer satisfaction: A case of hand phone users. Malaysia: College of Business, Universiti Utara Malaysia.
Souar, Y., Mahi, K., & Ameur, I. (2015). The impact of marketing mix elements on customer loyalty for an Algerian Telecommunication Company. Expert Journal of Marketing, 3(1), 1–10.
Downloads
Published
How to Cite
Issue
Section
License
Content and information of the article published at Suthiparithat Journal are based on the sole opinions and responsibility of author(s) only. Neither the editorial board involve in......
