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Relationships Among Marketing Mix, Customer Satisfaction And Customer Loyalty: Evidence From Taiwan

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  • Cheng-Se Hsu

Abstract

As the widespread use of retail applications increases during and after the pandemic, so does the need to explore factors contributing to customer loyalty in the context of retail applications. This study aims to investigate the relationships among marketing mix, customer satisfaction, and customer loyalty. The current study collected data from a survey of 197 retail application users in Taiwan to test the proposed model. SPSS 20 and AMOS were used to analyze the data. Results indicated that marketing mix is found to have an effect on satisfaction, which in turn exerts an influence on loyalty. However, marketing mix does not directly affect loyalty. Instead, satisfaction fully mediates the relationship between marketing mix and loyalty. The findings may be helpful to researchers as well as mobile retailers interested in customer loyalty. In the end, the findings' theoretical and practical implications are discussed and the direction for future research is provided.

Suggested Citation

  • Cheng-Se Hsu, 2023. "Relationships Among Marketing Mix, Customer Satisfaction And Customer Loyalty: Evidence From Taiwan," The International Journal of Business and Finance Research, The Institute for Business and Finance Research, vol. 17(1), pages 61-70.
    • Handle: RePEc:ibf:ijbfre:v:17:y:2022:i:1:p:61-70
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    More about this item

    Keywords

    Marketing Mix; Customer Satisfaction; Customer Loyalty; Retail Applications; Mobile Retailing;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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