Marketing Mix Elements and Customer Service Satisfaction: Empirical Evidence in the Malaysia Edutainment Theme Park Industry

Q3 Business, Management and Accounting
Mohd Haniff Jedin, Indra a/p Balachandran
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引用次数: 1

Abstract

Abstract Marketing mix elements constitute the first consideration that an organization should formulate before achieving higher profits and a huge growth potential. However, a marketing mix requires a well-planned strategy and highly competent management staff in tackling what the target market wants. Thus, this paper explores the roles of the marketing mix and its initiative to comprehend better customer service satisfaction in an edutainment theme park industry. As a result, this study uncovers that five out of seven indicators significantly influenced customer service satisfaction in the edutainment theme park industry.
营销组合要素与顾客服务满意度:马来西亚寓教于乐主题公园产业的经验证据
营销组合要素构成了一个组织在获得更高的利润和巨大的增长潜力之前应该制定的首要考虑因素。然而,一个营销组合需要一个精心策划的战略和高度称职的管理人员来解决目标市场的需求。因此,本文探讨了营销组合及其主动性在教育娱乐主题公园行业中理解更好的客户服务满意度的作用。研究结果显示,7项指标中有5项对寓教于乐主题公园行业的顾客服务满意度有显著影响。
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来源期刊
Services Marketing Quarterly
Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍: Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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