IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2024-06-19.html
   My bibliography  Save this article

The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch

Author

Listed:
  • Nguyen Dinh Chien

    (Faculty of Accounting and Finance, University of Economics, Thua Thien Hue 530000, Vietnam)

  • Dao Duy Minh

    (Faculty of Economics and Development Studies, University of Economics, Hue University, Thua Thien Hue 530000, Vietnam)

  • Mai Thi Vui

    (DayStar Study Abroad Company, Thua Thien Hue 530000, Vietnam)

Abstract

This study aims to analyze the impact of 7 components on the marketing - mix strategy on the satisfaction and loyalty of programming course students at the branch of CodeGym Vietnam Joint Stock Company in Hue. The study combined exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) to measure the impacts of each component into the success of marketing - mix strategy then applied linear structural modeling (SEM) to test the related hypothesis of driving parameters to the customers’ satisfaction and loyalty. The finding indicated that there are 3 major factors having positively impact on customer satisfaction and loyalty, including: product, distribution and process. On the contrary, price, promotion, people and facilities factors have a negative impact on student satisfaction. The study also suggests several important implications to enhancing the efficiency of marketing mix strategy - with a need to focusing on developing marketing mix programs for centers to enhance customer satisfaction and loyalty.

Suggested Citation

  • Nguyen Dinh Chien & Dao Duy Minh & Mai Thi Vui, 2024. "The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch," International Review of Management and Marketing, Econjournals, vol. 14(6), pages 186-194, October.
    • Handle: RePEc:eco:journ3:2024-06-19
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/16752/8298
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/16752
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    Marketing Strategy; Satisfaction; Brand Loyalty;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2024-06-19. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.