{"_buckets": {"deposit": "77a0202b-577b-4ec6-bb6b-296f2b2aa9d0"}, "_deposit": {"created_by": 20, "id": "8795", "owner": "20", "owners": [20], "owners_ext": {"displayname": "", "username": ""}, "pid": {"revision_id": 0, "type": "depid", "value": "8795"}, "status": "published"}, "_oai": {"id": "oai:meral.edu.mm:recid/00008795"}, "author_link": [], "item_1583103067471": {"attribute_name": "Title", "attribute_value_mlt": [{"subitem_1551255647225": "The Effect of Marketing Mix on Customer Satisfaction and Customer Loyalty Towards Shwe Pin Ngwe Pin Fertilizer Company", "subitem_1551255648112": "en"}]}, "item_1583103085720": {"attribute_name": "Description", "attribute_value_mlt": [{"interim": "The aim of this research is to investigate the effect of marketing mix (4Ps; product, price, place and promotion) on customer satisfaction and to analyze the effect of customer satisfaction on customer loyalty towards Shwe Pin Ngwe Pin Fertilizer Company. Primary data and secondary data are used for this study. The primary data were collected from 136 customers out of 250 customers of Shwe Pin Ngwe Pin Fertilizer Company. They are asked with structured questionnaire. Simple random sampling method is employed to select the customers of Shwe Pin Ngwe Pin Fertilizer Company. Secondary data are collected from document review, internet searching, international research papers, textbooks, and previous research paper from library. Data Collection period is from 1st October 2022 to 30th November 2022. According to descriptive statistical analysis, customers are satisfied with marketing mix: brand, reliability, assurance, distribution channel, pricing, advertising and communication except packaging. In addition, the eight elements of marketing mix: brand, reliability, assurance, packaging, distribution channel, pricing, advertising and communication have significant and positive effect on customer satisfaction. It is also found that customer satisfaction has significant and positive effect on customer loyalty of Shwe Pin Ngwe Pin Fertilizer Company. Therefore, this study recommended that Shwe Pin Ngwe Pin Fertilizer Company needs to emphasize on brand, reliability, assurance, packaging, distribution channel, pricing, advertising and communication in order to gain customer satisfaction and loyal customers."}]}, "item_1583103120197": {"attribute_name": "Files", "attribute_type": "file", "attribute_value_mlt": [{"accessrole": "open_access", "date": [{"dateType": "Available", "dateValue": "2023-03-10"}], "displaytype": "preview", "download_preview_message": "", "file_order": 0, "filename": "Thura Hein, EMBAII-4, 18th Batch(NPT).pdf", "filesize": [{"value": "937 KB"}], "format": "application/pdf", "future_date_message": "", "is_thumbnail": false, "licensetype": "license_0", "mimetype": "application/pdf", "size": 937000.0, "url": {"url": "https://meral.edu.mm/record/8795/files/Thura Hein, EMBAII-4, 18th Batch(NPT).pdf"}, "version_id": "246320d5-e580-487a-bec3-4c03729ac559"}]}, "item_1583103233624": {"attribute_name": "Thesis/dissertations", "attribute_value_mlt": [{"subitem_awarding_university": "Yangon University of Economics", "subitem_supervisor(s)": [{"subitem_supervisor": "Dr. Thin Nwe Oo"}]}]}, "item_1583105942107": {"attribute_name": "Authors", "attribute_value_mlt": [{"subitem_authors": [{"subitem_authors_fullname": "Thura Hein"}]}]}, "item_1583108359239": {"attribute_name": "Upload type", "attribute_value_mlt": [{"interim": "Other"}]}, "item_1583108428133": {"attribute_name": "Publication type", "attribute_value_mlt": [{"interim": "Thesis"}]}, "item_1583159729339": {"attribute_name": "Publication date", "attribute_value": "2023-03-10"}, "item_title": "The Effect of Marketing Mix on Customer Satisfaction and Customer Loyalty Towards Shwe Pin Ngwe Pin Fertilizer Company", "item_type_id": "21", "owner": "20", "path": ["1582965660463"], "permalink_uri": "https://meral.edu.mm/records/8795", "pubdate": {"attribute_name": "Deposit date", "attribute_value": "2023-03-10"}, "publish_date": "2023-03-10", "publish_status": "0", "recid": "8795", "relation": {}, "relation_version_is_last": true, "title": ["The Effect of Marketing Mix on Customer Satisfaction and Customer Loyalty Towards Shwe Pin Ngwe Pin Fertilizer Company"], "weko_shared_id": -1}