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- Title
Marketing mix, service quality and loyalty--in perspective of customer-centric view of balanced scorecard approach.
- Authors
Islam, Majidul; Yi-Feng Yang; Yu-Jia Hu; Cheng-Se Hsu
- Abstract
A high level of customer loyalty has been identified as a successful marketing approach enabling firms to become more profitable. When firms retain their customers and build new relationships, they have more marketing capability to meet customer needs and preferences. This newly built relationship affects purchase behaviours positively and retains customers committed to repurchasing. The purpose of this study is to borrow the customer-centric view of the balanced scorecard approach to investigate several interconnected relationships such as marketing mix, service quality and customer loyalty. Utilising multi-source samples consisting of 200 customers from four large retail chain stores, as well as the multi-regression approach and Sobel test, the study ensued in providing suggestion that there is a significant mediator effect of customer service quality in the interconnected relationship between marketing mix and customer loyalty. The finding provides important information for retail chain stores that need to promote customer service quality as a vital practice for customer retention.
- Subjects
MARKETING mix; QUALITY of service; CUSTOMER loyalty; MARKETING strategy; CONSUMER preferences; CUSTOMER retention; REGRESSION analysis
- Publication
Accounting, Accountability & Performance, 2013, Vol 18, Issue 1, p1
- ISSN
1445-954X
- Publication type
Article