THE EFFECT OF MARKETING MIX ELEMENTS ON CUSTOMER SATISFACTION (THE CASE OF BMET CABLE INDUSTRY)

Abstract

The main objective of this study is to investigate the effect of marketing mix elements on customer satisfaction. The research will analysis the effect of each marketing mix elements and used descriptive type of research. Data were collected through a five points Likert scales of questionnaire. The questionnaire was physically distributed to 119customers and 106 customerswere completedthe given questionnaire and it’s collected. Descriptive, statistical and econometric analysis methods were used to analyze the collected data. Descriptive tools such as frequency, percentages, mean and standard deviation were employed to present results. Statistical analysis tool such as correlation coefficients was worked out and used to explore the relationships between variables. Econometric analysis through ordered least square was performed to study the effect of explanatory variables oncustomer satisfaction. Research findings indicate that there is a significant relationship between marketing mix elements including product, price, place and promotion on customer satisfaction results showed that only price had a negative relation with customer satisfaction and promotion with small positive magnitude.Therefore, based on thefindings the researcher has recommended that the company specially should adjust its pricing strategy by focusing on internal and external factors that affect pricing decision and also it should adjust promotion strategy.