2026-07-27T21:11:30Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00009200 2024-09-04T10:00:34Z 1582963436320 1582963436320:1582965660463

The Effect of Marketing Mix on Customer Satisfaction and Retention to Use of Mitsubishi Electric Air Conditioner (Phyo Wai Aung, 2023) Phyo Wai Aung This thesis aims to investigate the effect of marketing mix on customer satisfaction and retention to use of Mitsubishi Electric air conditioner. The objectives of the study are to examine the effect of marketing mix on customer satisfaction, to analyze the effect of customer satisfaction on retention to use and to analyze the moderating effect of after-sales service on the relationship between customer satisfaction and retention to use of Mitsubishi electric air conditioners. As per Raosoft calculator, minimum sample size is 132 out of 210 B2B customers used in this study as respondents. In this study, 135 samples are selected to collect the data using simple random sampling. This study uses both primary and secondary data. Primary data is collected through a structured questionnaire with a five-point Likert scale distributed to 135 B2B customers. Secondary data are collected from company reports, relevant textbooks, and some previous papers. In this study, the collected data are analyzed by descriptive and multiple regression analysis methods. Based on the research, process, people, physical evidence and promotion have positively significant effect on customer satisfaction. Moreover, customer satisfaction has a positively significant effect on customer retention of Mitsubishi Electric air conditioners. The findings also point out that after-sales service has fully effect on the relationship between customer satisfaction and retention to use. As per the research analysis, Mitsubishi Air Conditioners are perceived as high-quality products. To maintain and improve this perception, Mitsubishi should continue to prioritize product quality in its manufacturing processes, ensuring consistent excellence. 2023-10-01 https://meral.edu.mm/records/9200