A Comparison of the Structural Relations of Marketing Mix, Satisfaction, Engagement and Decisions on Products & Services Mobile Phone Networking

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Published: May 8, 2020
Keywords:
Customer Views on Marketing Mix Approach (CMMA), Customer’s Engagement, Mobile Networking

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Pannathadh Chomchark
Assistant Professor, Lecturer, Faculty of Business Administration, Thai-Nichi Institute of Technology.

Abstract

This research is a quantitative study that focused on the comparison astructure relations of Marketing Mix Approach on customers’ satisfaction, engagement and their decisions on products and services related to mobile phone networking, using questionnaires for data collection. The convenient random sampling group was derived from a number of 1,250 mobile phone networking customers, residing in Bangkok and vicinities. The statistical tools for data analysis are frequency, percentage, mean, standard deviation and structural equation modeling analysis. The results showed that (1) Customer’s views on Marketing Mix Approach (CMMA) had direct positive influences on their high satisfaction of services. Meanwhile, it also had indirect positive influences on their decisions on products and services with rather high satisfaction, (2) CMMA also showed its positive influences on their engagement of products and services, (3) Services satisfaction had low influences on their decisions on products and services, and (4) Customer’s engagement had high influences on their decisions on products and services. (5) Mobile Phone Networking Users’ Comments from all network providers A, D and T about the marketing compounds and their decisions on products and services did not show any differences significantly. But the Mobile Phone Networking Users’ Comments about their satisfaction and engagement did show the difference significantly as the mobile phone networking users of A had more satisfaction and engagement than the other users of mobile phone networking of D and T. (6) The Structural Relations of Marketing Mix showed its positive correlation significantly with satisfaction, engagement and decisions on products and services.

Article Details

Issue
Vol. 23 No. 1 (2561): January - April
Section
Research Articles

บทความที่ปรากฏในวารสารนี้ เป็นความรับผิดชอบของผู้เขียน ซึ่งสมาคมนักวิจัยไม่จำเป็นต้องเห็นด้วยเสมอไป การนำเสนอผลงานวิจัยและบทความในวารสารนี้ไปเผยแพร่สามารถกระทำได้ โดยระบุแหล่งอ้างอิงจาก "วารสารสมาคมนักวิจัย"

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