Analysis of Marketing Mix on Consumer Loyalty: Empirical Study of Customer Satisfaction of Local Product

Malelak, Sonya Lisabel; Setiawan, Budi; Maulidah, Silvana

doi:10.52218/ijbtob.v1i3.88

Cited by 5 publications

(3 citation statements)

References 20 publications

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“…The importance of maintaining product quality and product control on a regular basis. This is done so that the resulting product can survive in the market and face competitors, as well as establish a more consistent pricing policy so that prices can be more competitive (Malelak et al, 2021). It is clear that Vosviewer's research keywords are used to visualize the bibliography to find various keywords that still have the opportunity to be researched.…”

Section: Resultsmentioning

confidence: 99%

The Customer Loyalty Research Trends: Bibliometry Analysis

2022

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This research is a systematic mapping in the topic of Customer Loyalty (CL) studies based on bibliometric analysis. The purpose of this study was to find out how the development of citations, publication trends, collaboration of authors, trends in title terms, trends in keyword terms in Customer Loyalty (CL) articles during the last ten years 2013-2022. Data collection using publish or perish (PoP) software in bibliographic search as the initial database on Google Schoolar and Scopus. The results showed that from 500 papers, the number of citations reached 38813 citations, with an average annual citation of 4312.56 citations, 77.63 citations per paper, and an average h-index of 113. The highest fifteen citations with authors from various countries collaborate, the top three are; P Martínez, IR Del Bosque (1059 citations) publisher Elsevier; J Kandampully, TC Zhang, A Bilgihan (664 citations) emerald publisher, and A Bilgihan (635 citations) emerald publisher. Of the top fifteen articles dominated by publisher elsevier, emerald, and springer. More deeply, the results of the VOSviewer analysis found that there were 39 items with 10 (ten) clusters related to the field of consumer loyalty. Cluster 1 (6 items) are Airline industry, Case study, Customer loyalty, Customer loyalty program, Customer relationship, and customer retention. Cluster 2 (4 items) consists of Corporate reputation, CSR, Customer trust, and Moderating role. Cluster 3 (3 items) includes Brand, Intention Moderating Effect, and Relationship quality. Cluster 4 (2 items) consists of Customer engagement and Customer experience. Cluster 5 (2 items) are Loyalty program and Relationship marketing. Cluster 7 (2 items) namely Empirical study and Reputation. Cluster 8 (2 items) namely Commitment and Customer value. Cluster 9 (2 items) namely Factor and Importance. It can be concluded that the study of the science of loyalty is connected with other additional factors that are taken into account. Therefore, it is very important for future studies to develop 10 (ten) clusters related to consumer loyalty to understand consumer behavior as the key to business success in the era of the industrial revolution 4.0

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Section: Resultsmentioning

confidence: 99%

The Customer Loyalty Research Trends: Bibliometry Analysis

2022

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“…Personal selling, direct mail, and sales promotion are all ways of communication that gyms and fitness clubs can use to transmit promotional information about their services to other parties. Malelak et al (2021) investigated the effect of the marketing mix on local product customer satisfaction. This study had 140 participants, and the data were analyzed using SEM-WarPLS.…”

Section: Promotion and Product Satisfactionmentioning

confidence: 99%

“…Many factors must be considered when choosing a strategic location for a business, including market research, trade region, access road, competition, and cleanliness (Anjelika & Sinaga, 2022). Malelak et al (2021) examined the effect of the marketing mix on consumer satisfaction with local products. This investigation was conducted at Ibu Soekiran's Center for Souvenirs.…”

Section: Place and Product Satisfactionmentioning

confidence: 99%

Marketing Mix and Customer Satisfaction of Gyms and Fitness Clubs in Malaysia: A Conceptual Paper

Patrick¹,

Hasbullah²,

Jubilee³

et al. 2022

IJARBSS

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Customer satisfaction is a major concern in every organization, including fitness. The fitness industry has grown steadily as consumers seek a healthier lifestyle and a more productive workout environment. The 7Ps marketing mix is considered a crucial determinant of consumer satisfaction. Understanding what influences customer satisfaction is critical to measuring and managing it in gyms and fitness clubs. This study focuses on the 7Ps marketing mix: product, price, place, promotion, people, physical evidence, and process. The conceptual framework includes theoretical framework and hypotheses development, research methodology, research implication, conclusion, as well as limitation and further research. Through the understanding of these factors, the researchers aim to show a better understanding of the 7Ps marketing mix concept and the factors that affect the customer satisfaction of gyms and fitness clubs in Malaysia.

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