Munich Personal RePEc Archive

The Impact of Marketing Mix and Customer Value on Customer Loyalty

Baig, Mirza Wajahat and Qamar, Shahrukh and Fatima, Tatheer and Khan, Abdul Mannan and Ahmed, Muzzamil (2020): The Impact of Marketing Mix and Customer Value on Customer Loyalty.

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Abstract

This study aims to examine the impact of Marketing Mix and Customer Value on Customer Loyalty. Using the S-O-R (stimulus-organism-response) as a baseline theory, the data has been collected from social online buyers in Pakistan involving only one city i.e. Karachi by using a self-administered questionnaire. A total of 501 questionnaires were found usable. We use SPSS software for obtaining demographics summary and SMART PLS to analyze the effect of Marketing Mix and Customer Value on Customer Loyalty. Structural Equation Modeling (SEM) analyses show that there is a positive and significant relationship between marketing mix and customer loyalty and between customer value and customer loyalty The findings suggest that to attain customers’ loyalty, sellers should offer those products or services which they believe are truly needed by customers. When the customer will get a good product at reasonable price and convenience when buying product, they are more likely to be loyal customers. Three limitations are available for future studies. First, our variables are limited as we have worked on selective variables. Sample size of our study is also limited as total numbers of respondents are 501. Our sample is restricted to only online social buyers. These limitations, however, provide directions for further future researches.

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