EFFECT OF MARKETING MIX ELEMENTS ON CUSTOMER LOYALITY: THE CASE OF TECHNO MOBILE

Abstract

This study was intended to examine the effects of marketing mix strategy on customer loyalty in the case of Tecno mobile users in Addis Ababa. The study Applied quantitative research approach and explanatory research design where questionnaire was administered to gather data from Tecno Mobile users in Addis Ababa city. This study built on the Theory Research survey to explain the relationship between marketing mix elements and customer loyalty. 385 questionnaires were distributed and out of which 343 were considered for further analysis. Primary data was collected through use of questionnaires validated through a pilot study of customers. Cronbach‘s Alpha reliability coefficient was 0.78.The results revealed that marketing mix strategy significantly contributed to customer loyalty (β=0.75, p=0.000) implying marketing mix strategy initiatives increases levels of customer loyalty.Descriptive and inferential statistics (correlation and regression analyses) were used to analyze data. The collected data revealed that there has a positive effect and positive relationship among different dimensions of marketing mix elements and customer loyalty. Study concludes:marketing mix strategy contributes positively to customer satisfaction