Unveiling the Nexus: Exploring Customer Satisfaction as a Mediator in the Interplay Between Marketing Mix and Customer Loyalty at Petro Stations in Dili, Timor-Leste
Keywords:
Marketing mix, customer satisfaction, customer loyalty, petrol station, Dili.
Abstract
This study examined the direct effect of marketing mix on customer loyalty and the indirect effect of customer satisfaction on the relationship between marketing mix and customer loyalty, using a sample of 170 individuals and Smart-PLS 3.0 to test the hypotheses. The results suggest that effective marketing mix strategies, such as high-quality products, competitive pricing, place and personalized promotions, can enhance customer satisfaction and loyalty. However, the study also highlights that customer satisfaction alone may not be enough to ensure customer loyalty and that companies should consider other factors, such as convenience and personal relationships, when developing retention strategies. Additionally, cross-cultural differences in marketing mix strategies, customer satisfaction, and loyalty should be taken into account.
Keywords: Marketing mix, customer satisfaction, customer loyalty, petrol station, Dili.
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References
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Chathoth, P. K., Ungson, G. R., Harrington, R. J., & Chan, E. S. (2016). Customer experience management in hospitality: A literature synthesis, new understanding and research agenda. International Journal of Contemporary Hospitality Management, 28(9), 1765-1802.
Chen, M. Y., & Ching, R. K. H. (2020). Effects of marketing mix elements on customer satisfaction in the food and beverage industry. Journal of Foodservice Business Research, 23(1), 1-14.
Cheung, R., & To, W. M. (2015). How do the marketing mix elements affect customer loyalty in a Chinese retail context? Asia Pacific Journal of Marketing and Logistics, 27(1), 68-89.
Datta, H., & Ailawadi, K. L. (2019). When and how does brand portfolio similarity hurt versus help new brand sales? Journal of Marketing Research, 56(4), 543-559.
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Fathullah, A. A., Hamid, M. A., Azam, M. N., & Kamarudin, K. (2020). The impact of perceived service quality on customer satisfaction and loyalty in the airline industry: Evidence from Malaysia. Journal of Air Transport Management, 87, 101865.
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Grisaffe, D. B., Nguyen, H. N., & Davis, L. L. (2007). Examining the influence of the four Ps on brand personality and brand loyalty: A study of men's grooming products. Journal of Product and Brand Management, 16(1), 46-54.
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Gürbüz, E. (2008). Retail store branding in Turkey: its effect on perceived quality, satisfaction and loyalty. EuroMed Journal of Business, 3(3), 286-304.
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Published
2023-12-29
How to Cite
Saldanha, E., Ribeiro, S., mota, T. and Amaral, F. (2023) “Unveiling the Nexus: Exploring Customer Satisfaction as a Mediator in the Interplay Between Marketing Mix and Customer Loyalty at Petro Stations in Dili, Timor-Leste”, Timor Leste Journal of Business and Management, 5, pp. 1-13. doi: 10.51703/bm.v5i0.142.
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