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Marketing mix: effects of service quality and consumer behavior on loyalty. The mediating role of customer satisfaction

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  • Devila, Rego
  • Ma’mun, Sosiawan
  • , Ansar
  • Jamali, Hisnol

Abstract

The purpose of this study was to analyze the effect of the marketing mix, quality of service and consumer behavior towards customer satisfaction and loyalty cement. This research was conducted in South Sulawesi province with a population of 1,618 people and carried out with the formula slovin 5%, the total sample of 323 respondents. The study's hypotheses were tested using a model of Structural Equation Model (AMOS ver. 18). The study found that direct marketing mix positive and significant impact on customer satisfaction cement; service quality and significant positive effect on customer satisfaction cement; consumer behavior and significant positive effect on customer satisfaction. Marketing mix has a positive and significant impact on customer loyalty cement; service quality and no significant positive effect on customer loyalty cement; consumer behavior and no significant positive effect on customer loyalty cement. Satisfaction has a positive and significant effect on customer loyalty cement. Marketing mix has a negative and significant effect on loyalty through customer satisfaction. Service qualities have a negative and insignificant effect on loyalty through customer satisfaction. Consumer behaviors have a negative and insignificant effect on loyalty through customer satisfaction.

Suggested Citation

  • Devila, Rego & Ma’mun, Sosiawan & , Ansar & Jamali, Hisnol, 2017. "Marketing mix: effects of service quality and consumer behavior on loyalty. The mediating role of customer satisfaction," INA-Rxiv svckm, Center for Open Science.
    • Handle: RePEc:osf:inarxi:svckm
    DOI: 10.31219/osf.io/svckm
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