Customer loyalty, satisfaction and marketing mix

Simple item page
dc.contributor.authorKhoo, Khay Hooi
dc.date.accessioned2014-11-11T01:25:44Z
dc.date.available2014-11-11T01:25:44Z
dc.date.issued2012
dc.descriptionMasteren_US
dc.description.abstractThe main purpose of this study is to explore the conceptual framework of marketing mix elements - the four Ps and customer satisfaction as antecedents of customer loyalty in the B2C environment of the infant formula industry. Based on the cognitive-affective-conative model, customer loyalty (conative) is assumed to be influenced by both the cognitive (represented by the 4Ps) and affective (represented by customer satisfaction) components. This study employs a quantitative method and non experimental. Survey responses from parents with infants at 0-3 years obtained from five private pediatrics’ clinics in Penang analyzed using multiple regression model supported the hypotheses that marketing mix elements and customer satisfaction have positive influence on customer loyalty in terms of recommendation, re-patronage and willingness to pay more. The findings confirm that brand’s marketing mix elements and customer satisfaction were positively correlated to customer loyalty. Findings implication to industry is on the usefulness of the cognitive-affective-conative model in the strategic marketing planning of infant formula brands on the customers (parents).en_US
dc.identifier.urihttp://hdl.handle.net/123456789/407
dc.language.isoenen_US
dc.subjectBusiness administrationen_US
dc.subjectCustomer loyaltyen_US
dc.subjectInfant formula industryen_US
dc.titleCustomer loyalty, satisfaction and marketing mixen_US
dc.title.alternativeempirical evidence from infant formula industryen_US
dc.typeThesisen_US
Files
License bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
Pusat Pengajian Pengurusan - Tesis