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Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer Satisfaction

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  • Jalal Rajeh Hanaysha

Abstract

Customer satisfaction is one of the main topics in marketing that received large attentions from several scholars and practitioners. Satisfied customers tend to be the driving force for brand success and building sustainable competitive advantage; therefore, looking at the antecedents of customer satisfaction is deemed to be very important. This article is designed to examine the effects of social media marketing, price promotion, and corporate social responsibility on customer satisfaction in the fast-food industry. The data were collected using a survey instrument from 293 customers of international fast-food restaurants in east coast Malaysia. To analyze the collected data and reach at conclusions, SPSS and structural equation modeling (AMOS) were utilized. The findings revealed that social media marketing and price promotion have significant effects on customer satisfaction. Moreover, the findings revealed that corporate social responsibility has a significant positive impact on customer satisfaction.

Suggested Citation

  • Jalal Rajeh Hanaysha, 2017. "Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer Satisfaction," Jindal Journal of Business Research, , vol. 6(2), pages 132-145, December.
    • Handle: RePEc:sae:jjlobr:v:6:y:2017:i:2:p:132-145
    DOI: 10.1177/2278682117715359
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    Cited by:

    1. Caesarilla Maggie Zavira & Dyah Ismoyowati & Henry Yuliando, 2023. "Satisfaction and Loyalty of Korean Restaurant Consumers Based on Consumer Value and Knowledge," International Review of Management and Marketing, Econjournals, vol. 13(2), pages 28-35, March.
    2. Jalal Rajeh Hanaysha, 2021. "Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth," Business Perspectives and Research, , vol. 9(3), pages 446-461, September.

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