Article history: Received: April 15, 2019 Received in revised format: April 27 2019 Accepted: May 11, 2019 Available online: May 12, 2019 The purpose of this paper is to analyze the effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products of SMEs in Malaysia. The method of collecting data is by using questionnaire and a sample of 300 customers is used for data gathering. Path analysis and Sobel test are used in analyzing the data. The finding shows that product, promotion, place and price have positive effects on customer satisfaction of food and beverage products SMEs in Malaysia. Product, promotion, place and price give contribution to customer satisfaction about 68.9% while the rest is affected by other variables which are not included in this research. Moreover, customer satisfaction has a positive effect on customer loyalty. The finding also shows that product, promotion, place and price had positive effects on customer loyalty through customer satisfaction of food and beverage products SMEs in Malaysia. Product, promotion, place, price and customer satisfaction influence on customer loyalty about 61.7%. © 2019 by the authors; licensee Growing Science, Canada

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Measuring the critical effect of marketing mix on customer loyalty through customer satisfaction in food and beverage products

(1) Background: Contemporary enterprises are putting more and more emphasis on shaping lasting and effective relationships with clients. This is not an easy task, especially in the conditions of Marketing 4.0, which imposes on enterprises the need to holistically consider the needs as well as the skills and inventiveness of customers. It can be assumed that Clients 4.0 require both changes in the scope of business processes and shaping communication with their environment. That is why it is important today to skillfully and correctly determine the complexity of communication with Clients 4.0, as well as to determine the importance of communication with clients for the development of enterprises—especially those operating in innovative industries. (2) Methods: Empirical research was carried out on a sample of 100 innovative enterprises listed on the NewConnect market in Poland. The respondents were managers at various levels. Two indicators were constructed based on these assessments: Customer Relationships Importance Index (CRII) and Customer Communication Complexity Index (CCCI). (3) Results: It was determined that the complexity of communication of innovative enterprises with customers is at a high level. What is more, the importance of relationships with Customers 4.0 for the development of innovative enterprises is at a high level. It was also indicated that there is no correlation between the level of complexity of relationships with Customers 4.0 and the importance of these relationships for the development of innovative enterprises. (4) Conclusions: Based on the survey, it can be assumed that the relations with Clients 4.0 have the greatest share in shaping the development of innovative enterprises in the areas of minimizing the number of complaints, financial liquidity and efficiency of core business processes. It is also important that, in shaping the complexity of communication with Clients 4.0, enterprises mainly consider traditional phone calls and email account.

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Building Relationships with Customer 4.0 in the Era of Marketing 4.0: The Case Study of Innovative Enterprises in Poland

The situation in the markets is changing rapidly and competition in the business sector is increasing rapidly. As a result, corporate marketing decisions are based on creating greater value for the consumer, which creates competitiveness and provides an advantage in competing for future customer loyalty. The purpose of this study is to determine whether there is a link between marketing communication tools and consumer perceived value in pursuit of consumer loyalty. Qualitative (observational research) and quantitative (a questionnaire survey) research methods were used to investigate the problem empirically. The observational research elucidated the value provided to the consumer by the research objects through marketing communication tools, supplementing the key questions for the quantitative study. Correlation and regression analysis were used in the study, with the results showing a statistically significant relationship between marketing communication tools and consumer perceived value in terms of user loyalty. It has also been determined that the greatest and strongest relationship in consumer value creation through marketing communication tools is the appropriate, mutually coordinated and complementary use of a package of marketing communication tools to achieve synergies that create the preconditions for increasing consumer loyalty in a competitive market.

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Creating value for the consumer through marketing communication tools

This study aims to examine the impact of trust and marketing mix (product, price, place, and promotion) on the firms’ purchase decisions of palm oil seeds. To meet such aim, we carried out a purposive sampling to obtain the respondents of palm oil firm in West Sumatera. After 82 respondents obtained, to tell on which variables could affect the firms’ purchase decisions of palm oil seeds we performed PLS-SEM. The findings showed that marketing mix comprising product, price, place, and promotion could significantly affect the purchase decisions of firms in West Sumatera on palm oil seeds after mediated by trust. Based on the findings, this study may provide insights for the firms of palm oil seeds in a way to increasing their customer purchase

Increasing Purchase Decisions on Palm Oil Seeds Through Marketing Mix and Trust

Tourism has been given much attention in developing countries like Ethiopia. In this regard, tourism product development played a great role in achieving sustainable developmental goals. The study aims to examine the determinants of tourism product development in southeast Ethiopia. The research employed a mixed research approach, and descriptive and explanatory research design was used. Both secondary and primary data sources were in place to obtain the relevant data. A total of 398 samples were employed to collect the data. A convenience sampling technique was employed to select domestic tourists and walk-in guests and purposive sampling was applied to select marketing managers of hotels, lodges, boat associations, park administration, resorts, restaurants, nightclubs, and guest houses. The qualitative data was analyzed through thematic analysis and the quantitative data was analyzed using descriptive and inferential statistics by computing SPSS. The study revealed that tourism product development is affected by marketing mixes of which promotion was the major factor of tourism product development and price was the only tool inversely related to tourism product development. The brand image also positively determined tourism product development. The results showed that the exercise of tourism product development strategies among tourism businesses was low. The main implication drawn from the study is that the tourism businesses have to develop new customer profiles or segmenting in customers in their specified characteristics like gender, level of income, and age. Furthermore, the need to invest in research and development of the current market to develop new tourism products is of great importance.

Determinants of Tourism Product Development in Southeast Ethiopia: Marketing Perspectives

Aim of article is to analyze marketing mix theoretical aspects. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. The importance of each element depends not only on the company and its activities, but also on the competition and time. All marketing elements are interrelated and should be seen in the whole of their actions. Some items may have greater importance than others; it depends mainly on the company's strategy and its activities. Companies that provide services - the provision of services will be a key element. Article arises research questions is marketing mix create added value for enterprises. There are used scientific literature and analysis methods in article. An analysis of the scientific literature, it can be said that the marketing mix measures are the actions and measures necessary to achieve marketing goals. Marketing elements: product, price, place and promotion are used for marketing objectives. These instruments operate most efficiently when all the elements are combined and working together.

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Margarita Išoraitė

Papers

Marketing mix theoretical aspects