Impact of service marketing mix on customer satisfaction

Ismail, M. B. M.; Mubarack, K. M.; Thulkifly, M. Z.

doi:10.4038/jm.v12i2.7576

Cited by 5 publications

(5 citation statements)

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“…According to Oliver (2002) loyalty is the commitment of customers to stay in depth to re-subscribe or re-purchase selected products or services consistently in the future, even though the influence of the situation and marketing efforts has the potential to cause behavior change. Empirically, the findings of this study supporting the study that was conducted by Rasyid et al, (2017), Teviana et al 2017, Ismail et al (2015) and Gultom (2017) which showed that marketing mix had an effect on tourist satisfactions. Meanwhile, the results of the study by Al Muala and Al Qurneh 2012concluded that products had a significant effect on tourist satisfactions, while prices, people and processes had no significant effect on tourist satisfactions.…”

Section: Independent Journal Of Management and Production (Ijmandp)supporting

confidence: 89%

The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir

Azhar

Jufrizen

Prayogi

et al. 2019

Ind. Jour. Manag. & Prod.

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This study aims to investigate the effect of the marketing mix and service quality on tourist satisfaction and loyalty. The data collection techniques used in this study included interviews and questionnaires to the relevant parties. The technique of data analysis in this study was descriptive and Structural Equation Modelling (SEM). The results showed that the marketing mix had a positive and significant effect on tourists satisfaction. The service quality had a positive and significant effect on tourists satisfaction in the region of Samosir. Marketing mix had a positive and significant effect on tourists loyalty. The service quality had a positive and significant effect on tourists loyalty. Tourist satisfaction had a positive and significant effect on tourists loyalty in the region of Samosir. And the marketing mix and the service quality had a significant effect on tourists in the Samosir Region through tourist satisfaction.

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Section: Independent Journal Of Management and Production (Ijmandp)supporting

confidence: 89%

The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir

Azhar

Jufrizen

Prayogi

et al. 2019

Ind. Jour. Manag. & Prod.

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“…The research indicates that the service marketing mix for service organization significantly affects customers' intention to use banking services in Bangladesh. It has been found that majority of the studies analyzed the impact of mix elements of service marketing on customer perception, satisfaction, loyalty, the tendency to choose, decision making, bank marketing performance, choice of repeat purchase, brand equity dimensions, buying intention, perceived quality, perceived value and destination image (Aghaei, Vahedi, Kahreh, & Pirooz, 2014; Ahmad et al, 2013; AMEUR et al, 2015; Amofah et al, 2016; Amofah et al, 2017; Astuti, Silalahi, & Wijaya, 2015; Barusman, 2019; Basari et al, 2017; Esmaili, Rezaei, Abbasi, & Eskandari, 2017; Hussein et al, 2017; Islam & Rahman, 2015; Ismail, Mubarack, & Thulkifly, 2015; Kushwaha & Agrawal, 2015; Kusumawati, Oswari, Utomo, & Kumar, 2014; Mahmood & Khan, 2014; Mohammad, 2015; Othman et al, 2019; Sukamto & Lumintan, 2015; Vidyastuti, 2018; Yaghoubian et al, 2018). It has identified the purchase intention of the university student segment toward the marketing mix of bank service as the research area was found under‐researched.…”

Section: Discussionmentioning

confidence: 99%

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

et al. 2020

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Banking plays a vital role in the financial life of an industry, and the significance of banks can be realized from the fact that they are measured as to be the life-blood of the modern economy. The Banking industry is considered as the mirror of any country. Banks are especially crucial for developing economies like Bangladesh, which has 57 listed banks. Due to increased competition, banks are trying to grab a new and growing market segment like the students' segment. So, there is a gap to explore student's purchase intention toward banking service as the intention is one of the critical predictors of behavior. Banks utilize service marketing strategies, a key concept of service marketing, to retain existing customers, and attract new ones. Therefore, this paper addressed the impact of a service marketing mix on the purchase intention of banking service among university students in Dhaka city, the capital of Bangladesh. The results should enable marketers to detect the most critical and significant drivers affecting the purchase intention of university students. All the elements of the service marketing mix except place, promotion, and physical evidence were significantly related to purchasing intention. It has implications for bank service marketers regarding the practical design of mix strategy of service marketing for student segments. K E Y W O R D SBangladesh, banking service, purchase intention, service marketing mix, university students

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“…Study results suggested that bank owners conduct further research for better understanding of their customers' perceptions of their bank as well as to promote marketing activities for survival in a competitive environment. Ismail et al (2015) also indicate that service strategy can influence consumer satisfaction. Their findings agreed with those of Akroush (2011), which indicate that effective strategies focusing on the product, service price, promotion, service distribution and servicing personnel result in improved business operations, especially in the case of servicing personnel.…”

Section: Service Marketing Strategies and Performancesmentioning

confidence: 95%

Service marketing strategies and performances of tourism and hospitality enterprises: implications from a small border province in Thailand

Pholphirul

Rukumnuaykit

Charoenrat

et al. 2021

APJML

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PurposeThe objective of this study is to determine how service marketing strategies affect enterprises in the tourism and hospitality industry, especially, operators in small towns that are not tourism destinations and visited only by small numbers of tourists.Design/methodology/approachThis study investigates the impact of 4P strategy implementation on the potential and profitability of service operators in Nong Khai Province, Thailand, by using an econometric model and defining dependent variables in order to classify firm performance into 3 areas, namely, (1) revenue, (2) cost/expense and (3) profit—in log form.FindingsStudy results show that tourism and hospitality service operators have to place emphasis on “development,” starting from upstream processes such as research and development and utilizing local wisdom and reflecting cultural identities as well as focusing on downstream activities, including adoption of modern media. At the same time, operators should also emphasize marketing and sales promotions as well as seek publicity through websites and online social media in parallel with developing downstream activities.Research limitations/implicationsThis paper only focuses on Nong Khai Province as the research area because, first, Nong Khai has a relatively low income per capita and is located in Thailand's Northeast, the country's poorest region. Second, Nong Khai is a border province, adjacent to the Lao PDR, and thus there are numerous tourists from the Lao PDR and overseas countries who travel in and out of the province through the Thailand–Lao border checkpoints.Practical implicationsRelevant government agencies should provide support throughout the development process from upstream to downstream in order to upgrade the potential of tourism and service operators in this small province by incorporating local identities used for creation of service products and by supporting marketing and sales promotions whether in the form of organizing various exhibitions events, publicity via the Internet, etc.Social implicationsRaising service standards of an organization and developing an acceptable quality brand and setting fair prices without taking advantage of consumers were strategies that played important roles. This set of strategies was implemented together with a development strategy for people also through the process of team building and knowledge management, including skill development through a training system, which also played an important role toward the sustainability of tourism and hospitality enterprises in Nong Khai Province.Originality/valueIt is believed that this paper is the first study to apply Stan Shih's innovation smiling curve in a small border province of Thailand. This study could shed the light for tourism and hospitality enterprises in a small and poor town in attempt to be the sustainability.

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Impact of service marketing mix on customer satisfaction

Cited by 5 publications

References 0 publications

The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir

The role of marketing mix and service quality on tourist satisfaction and loyalty at Samosir

Banking service in Bangladesh: The impact of service marketing mix on purchase intention of university students

Service marketing strategies and performances of tourism and hospitality enterprises: implications from a small border province in Thailand

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