4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction

Abstract

This paper explores the role of Marketing mix strategy and its overall positive or negative impact on customer's satisfaction and loyalty. Product, price, place and promotion variables need to be managed by understating psychological traits of customers buying nature. The literary discussion highlights that customer expectations with regards to product quality, price, and product accessibility are managed by communication techniques using advertising agents. The discussion proceeds in analytical style using previous theory as base point to evaluate the role of marketing mix in relation with customer satisfaction turning into loyalty. Inductive data collection approach has proved a great help to extract gist of past research results. A large proportion of data has been gathered from secondary resources including journals, books and old research papers. The results show that all four aspects of marketing mix are equally important and any imbalance among them can damage overall results. Customers' buying intentions are greatly affected by his/her expectations in context of a product quality, price, and product accessibility. The relationship between customer satisfaction and loyalty depends on the elimination of perception gap, service gap, operational gap and behavioural gap that needs to be managed by giving focused attention to these matters. This paper reviews prior literature and proposes to think carefully to use marketing mix strategy to met customer expectations by eliminating any communication or perception gaps that further extend customer loyalty.

The effect of service quality on customer satisfaction in fitness firms

“…A loyal customer who is willing to repurchase a product from the same firm, despite having an alternative option, is not only willing to spend money for the services, but is also able to recommend his or her fitness centers to new customers by providing sincere feedback (Nuseir & Madanat, 2015). Therefore, a strong customer-oriented marketing mix inspires customers to stay loyal to their fitness centers, and the fitness firms can use this loyalty to attract new customers (Ferguson & Brohaugh, 2008).…”

Bauran Pemasaran Kepuasan Dan Loyalitas Pelanggan Benih Kelapa Sawit Pt Socfin Indonesia

“…Kotler dan Keller, (2009) menyatakan bahwa barang atau jasa yang diluncurkan di pasar untuk dikonsumsi atau digunakan oleh pelanggan disebut produk. Produk adalah aspek utama dari bauran pemasaran (Nuseir dan Madanat, 2015). Produk dibagi menjadi tiga bagian yakni inti, aktual, serta tambahan.…”

“…Distribusi yakni berbagai kegiatan perusahaan untuk membuat produk dan penyampaian produk atau jasa dari produsen ke konsumen, sehingga penggunaannya sesuai dengan yang diperlukan (jenis, jumlah, harga, tempat, dan waktu saat dibutuhkan). Berdasarkan (Nuseir dan Madanat, (2015), konsep distribusi merupakan faktor utama untuk memenuhi permintaan produk ke pasar yang ditargetkan. Kotler dan Keller, (2009) menyatakan bahwa elemen bauran pemasaran tempat terdiri dari beberapa komponen yakni saluran pemasaran, cakupan pasar, pengelompokan lokasi, persediaan dan transportasi.…”

“…Hasil penelitian ini sesuai dengan penelitian Nuseir dan Madanat, (2015) yang menyatakan bahwa variabel kepuasan memiliki pengaruh signifikan terhadap loyalitas pelanggan. Variabel kepuasan pelanggan merupakan variabel yang memediasi hubungan antara bauran pemasaran dan loyalitas.…”

Attitudes of Customers towards Applying the Marketing Mix in Non-Governmental Organizations (NGOs)

“…Most of the researchers believe that the adopting a marketing strategy is considered important for the benefit of NGOs (Sara& Katie, 2009), (Macedo and Pinho, 2006). The market share reflects the extent of success of the marketing strategy (Nuseir and Madanat, 2015) (Bee, 2009) (Li and Green, 2010). Organizations develop marketing strategies, because they seek to achieve the numerous wishes of the beneficiaries.…”