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  1. Yangon University of Economics
  2. Master of Business Administrations (MBA/EMBA)

The Effect of Marketing Mix on Customer Satisfaction Ananda Company Ltd

https://meral.edu.mm/records/8749
https://meral.edu.mm/records/8749
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Title
Title The Effect of Marketing Mix on Customer Satisfaction Ananda Company Ltd
Language en
Publication date 2022-03-01
Authors
Naing Wai Yan
Description
This study aims to examine the influence of marketing mix on customer satisfaction, and to analyze the effect of customer satisfaction on loyalty of Ananda Co., Ltd. The study is conducted based on the survey with 362 customers. Simple random sampling method is used. Primary data are collected by using structured questionnaire with 5point Likert scale. Secondary data collected from Ananda's data and documents, website, previous research paper, text book and other related information resources. Among the service marketing mix elements, most of the customers perceived that Ananda are well practicing in product, place and physical evident. However, they do not assume that the rest marketing mix element such as price, promotion, people and process are practicing well. Among the marketing mix elements, people and process have positive significant effect on customer satisfaction. In addition, the findings of this study show that customer satisfaction has positive significant effect on customer loyalty. To increase customer satisfaction, Ananda Co.,Ltd needs to more focus on people and process strategy than product, price, place, promotion and physical evident. After that, the management team of Ananda Co.,Ltd can increase customer loyalty through customer satisfaction. Higher customer satisfaction will lead to higher customer loyalty.
Thesis/dissertations
Yangon University of Economics
Dr. Yan Yan Myo Naing
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