2026-06-10T01:57:22Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00012152 2025-11-24T07:51:10Z 1607960099348 1607960099348:1608035585040

MARKETING ACTIVITIES AND CUSTOMER SATISFACTION OF OPPO SMARTPHONE USERS AT INGOs IN RAKHINE STATE Saw Nyein Wai This study examines the effect of marketing activities elements on customer satisfaction among OPPO smartphone users employed in international nongovernmental organizations (INGOs) in Rakhine State. The main objectives are to examine which marketing activities influence customer satisfaction and to study the relationship between the marketing activities and customer satisfaction within this specific demographic context. To achieve these objectives, both descriptive statistics,correlation analysis and regression analysis methods are applied. Primary data were collected through an online survey, using structured questionnaires distributed to 125 respondents selected via a simple random sampling method from INGO employees in Rakhine State. The study specifically investigates the influence of the marketing activities which are product, price, place, promotion and after-sale service, on customer satisfaction. The findings reveal that among the marketing activities variables,promotion, price and after-sale services have statistically significant and positive effects on customer satisfaction, with promotion emerging as the most influential factor. Aftersale service emphasizes its critical role in shaping the overall customer experience. In contrast, the effects of product and place were found to be tatistically insignificant,suggesting that these factors may be less impactful in the studied context. The study concludes that marketing strategies focused on creative promotional campaigns,competitive pricing, and robust after-sale support are essential for enhancing customer satisfaction and fostering brand loyalty, particularly in emerging markets.Academically, the study contributes to existing literature by reinforcing the relevance of the 4Ps marketing mix framework and highlighting the growing importance of postpurchase service quality in developing economies. It offers practical insights for OPPO and other smartphone brands aiming to strengthen their market position and improve customer engagement. 2025-06-02 https://meral.edu.mm/records/12152