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The Impact of Marketing Mix and Customer Value on Customer Loyalty

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  • Baig, Mirza Wajahat
  • Qamar, Shahrukh
  • Fatima, Tatheer
  • Khan, Abdul Mannan
  • Ahmed, Muzzamil

Abstract

This study aims to examine the impact of Marketing Mix and Customer Value on Customer Loyalty. Using the S-O-R (stimulus-organism-response) as a baseline theory, the data has been collected from social online buyers in Pakistan involving only one city i.e. Karachi by using a self-administered questionnaire. A total of 501 questionnaires were found usable. We use SPSS software for obtaining demographics summary and SMART PLS to analyze the effect of Marketing Mix and Customer Value on Customer Loyalty. Structural Equation Modeling (SEM) analyses show that there is a positive and significant relationship between marketing mix and customer loyalty and between customer value and customer loyalty The findings suggest that to attain customers’ loyalty, sellers should offer those products or services which they believe are truly needed by customers. When the customer will get a good product at reasonable price and convenience when buying product, they are more likely to be loyal customers. Three limitations are available for future studies. First, our variables are limited as we have worked on selective variables. Sample size of our study is also limited as total numbers of respondents are 501. Our sample is restricted to only online social buyers. These limitations, however, provide directions for further future researches.

Suggested Citation

  • Baig, Mirza Wajahat & Qamar, Shahrukh & Fatima, Tatheer & Khan, Abdul Mannan & Ahmed, Muzzamil, 2020. "The Impact of Marketing Mix and Customer Value on Customer Loyalty," MPRA Paper 104683, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:104683
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    References listed on IDEAS

    as
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    2. Syed Ali Raza & Nida Hanif, 2013. "Factors affecting internet banking adoption among internal and external customers: a case of Pakistan," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 7(1), pages 82-96.
    3. Mirza Hassan Hosseini & Hamed Moezzi, 2015. "Exploring Impact of Marketing Mix on Brand Equity in Insurance Industry (Case Study: Asia Insurance Firm, Iran)," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 5(1), pages 38-45, January.
    4. Raza, Syed Ali & Qazi, Wasim & Shah, Nida & Qureshi, Muhammad Asif & Qaiser, Shahzad & Ali, Ramsha, 2020. "Drivers of intensive Facebook usage among university students: An implications of U&G and TPB theories," Technology in Society, Elsevier, vol. 62(C).
    5. Kim, Moon-Koo & Park, Myeong-Cheol & Jeong, Dong-Heon, 2004. "The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services," Telecommunications Policy, Elsevier, vol. 28(2), pages 145-159, March.
    6. Mirza Hassan Hosseini & Hamed Moezzi, 2015. "Exploring Impact of Marketing Mix on Brand Equity in Insurance Industry (Case Study: Asia Insurance Firm, Iran)," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 5(1), pages 38-45.
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    More about this item

    Keywords

    Customer Value; Customer Loyalty; Marking Mix; S-O-R theory;
    All these keywords.

    JEL classification:

    • I0 - Health, Education, and Welfare - - General
    • I2 - Health, Education, and Welfare - - Education

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