2026-08-24T03:20:39Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009130 2024-05-27T03:53:13Z 1582963436320 1582963436320:1698989833663

Marketing Mix, Customer Satisfaction and Customer Loyalty of Shwe See Sein Pharmacy (Ei Phyu Zin, 2023) Ei Phyu Zin The objectives of the study are to examine the effect of marketing mix activities on customer satisfaction and to analyze the effect of customer satisfaction on customer loyalty at Shwe See Sein Pharmacy. In this study, marketing mix activities include five elements that are product, place, price, promotion and people. The descriptive and quantitative research method are applied to achieve these objectives. Primary and secondary data are employed in this study. Target population of the study is the customers who buy the products from Shwe See Sein Pharmacy. Sample size of the study is (386) customers randomly selected in this study. Structured questionnaires with Five-point Likert scale is used to get the primary data. Regression analysis proved that all marketing mix activities, except promotion have positive and significant effect on customer satisfaction. The study found that place has the highest significant effect on customer satisfaction followed by product, people, and price. Moreover, linear regression analysis revealed that there is a direct and significant effect of customer satisfaction on customer loyalty towards Shwe See Sein Pharmacy. The study reveals that customer satisfaction leads to customer loyalty towards the pharmacy. Since place has the largest significant effect on customer satisfaction in the Shwe See Sein Pharmacy, the owner of the pharmacy should develop the convenient places for parking and security of the customers’ motor cycles and bicycles. Moreover, the pharmacy should develop effective and efficient delivery system for its customers to be more convenient. 2023-08-01 https://meral.edu.mm/records/9130