Customer Satisfaction As A Mediating Variable Between Marketing Mix And Customer Loyalty: A Case Study Of Zain Iraq Telecommunications Company
Habeeb Mraweh Naser Al-yasiri
College of Administration and Economics, Wasit University, Iraq
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http://doi.org/10.37648/ijps.v18i01.012
Abstract
This study aimed to explore the impact of marketing mix elements—specifically product/service, price, promotion, and distribution (4Ps)—on customer satisfaction and loyalty at Zain Telecommunications Company. Recognizing significance of these two variables and their integration into a unified model is essential for both practical applications and for researchers in the marketing field. The study focused on subscribers of Zain Telecommunications Company, with a sample size of (75) participants. An electronic questionnaire served as the primary research tool and the SPSS statistical analysis program was utilized to process and analyze the data collected. The study concluded that there is a statistically significant relationship at (0.01) level between combined elements of the marketing mix and both customer satisfaction and customer loyalty. It was found that these marketing mix elements have a notable impact on customer satisfaction and loyalty. Additionally, there exists a positive and direct correlation between the marketing mix elements and both customer satisfaction and loyalty, as well as a positive and direct correlation between customer satisfaction and loyalty itself.
Keywords:
Customer satisfaction; marketing mix; customer loyalty; Zain Telecommunications Company; product; pricing; promotion; distribution
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