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Abstract
The present study has developed a good fit model using Structural Equation Modelling which validates relationship between marketing mix elements and customer satisfaction through brand awareness. It proves that brand awareness is a strong mediating variable between marketing mix elements and customer satisfaction with respect to consumer durable sector. The relationship between marketing mix elements and brand awareness, and also that between brand awareness and customer satisfaction has been observed to be significant. Marketing mix elements do not have a significant effect on customer satisfaction but have indirect effect on it. Convenience sampling has been used to collect data from 350 consumers of durables products in Punjab (India).
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Abstract
The present study has developed a good fit model using Structural Equation Modelling which validates relationship between marketing mix elements and customer satisfaction through brand awareness. It proves that brand awareness is a strong mediating variable between marketing mix elements and customer satisfaction with respect to consumer durable sector. The relationship between marketing mix elements and brand awareness, and also that between brand awareness and customer satisfaction has been observed to be significant. Marketing mix elements do not have a significant effect on customer satisfaction but have indirect effect on it. Convenience sampling has been used to collect data from 350 consumers of durables products in Punjab (India).