Service marketing mix and customer satisfaction of hotel in Johor Bahru

Providing customer satisfaction is one of the biggest challenges in service industries. Organizations today are putting on efforts to identify and manage existing customers. Among the popular marketing theories, the 7Ps marketing mix recognized the critical factor in business for competitive differe...

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Main Author:	Yahyazadeh, Sayyed Ali
Format:	Thesis
Language:	English
Published:	2015
Subjects:	HD28 Management Industrial Management
Online Access:	http://eprints.utm.my/id/eprint/54009/1/SayyedAliYahyazadehMFM2015.pdf
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id	my-utm-ep.54009
record_format	uketd_dc
spelling	my-utm-ep.540092020-10-14T08:53:44Z Service marketing mix and customer satisfaction of hotel in Johor Bahru 2015-07 Yahyazadeh, Sayyed Ali HD28 Management. Industrial Management Providing customer satisfaction is one of the biggest challenges in service industries. Organizations today are putting on efforts to identify and manage existing customers. Among the popular marketing theories, the 7Ps marketing mix recognized the critical factor in business for competitive differentiation, customer satisfaction. This study examines the relationship between the 7Ps marketing mix and customer satisfaction. Furthermore, this research tries to discover the existence of difference in the level of customer satisfaction based on nationality that customer are Malaysian or Non-Malaysian. In this research the non-probability and convenient sampling is chosen and by using Likert Scale’s questionnaire the data were collected from 12 hotels in Johor Bahru. Data were analyzed according to the collected questionnaires by several methods were used such as, reliability and validity analysis, t-test, ANOVA, Pearson correlation and multiple regression. The results of this study show all the 7Ps marketing mix components has a positive relationship with the customer satisfaction and, among the marketing mix components, product has the largest impact on customer satisfaction. Furthermore purpose of stay and nationality have not significant difference in level of customer satisfaction. Alike, traveler type has significant difference level of customer satisfaction. This study provides hotel professionals with an assessment of 7Ps marketing mix theory to measure and manage customer satisfaction in hotels in Johor Bahru. 2015-07 Thesis http://eprints.utm.my/id/eprint/54009/ http://eprints.utm.my/id/eprint/54009/1/SayyedAliYahyazadehMFM2015.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:85736 masters Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management Yahyazadeh, Sayyed Ali Service marketing mix and customer satisfaction of hotel in Johor Bahru
description	Providing customer satisfaction is one of the biggest challenges in service industries. Organizations today are putting on efforts to identify and manage existing customers. Among the popular marketing theories, the 7Ps marketing mix recognized the critical factor in business for competitive differentiation, customer satisfaction. This study examines the relationship between the 7Ps marketing mix and customer satisfaction. Furthermore, this research tries to discover the existence of difference in the level of customer satisfaction based on nationality that customer are Malaysian or Non-Malaysian. In this research the non-probability and convenient sampling is chosen and by using Likert Scale’s questionnaire the data were collected from 12 hotels in Johor Bahru. Data were analyzed according to the collected questionnaires by several methods were used such as, reliability and validity analysis, t-test, ANOVA, Pearson correlation and multiple regression. The results of this study show all the 7Ps marketing mix components has a positive relationship with the customer satisfaction and, among the marketing mix components, product has the largest impact on customer satisfaction. Furthermore purpose of stay and nationality have not significant difference in level of customer satisfaction. Alike, traveler type has significant difference level of customer satisfaction. This study provides hotel professionals with an assessment of 7Ps marketing mix theory to measure and manage customer satisfaction in hotels in Johor Bahru.
format	Thesis
qualification_level	Master's degree
author	Yahyazadeh, Sayyed Ali
author_facet	Yahyazadeh, Sayyed Ali
author_sort	Yahyazadeh, Sayyed Ali
title	Service marketing mix and customer satisfaction of hotel in Johor Bahru
title_short	Service marketing mix and customer satisfaction of hotel in Johor Bahru
title_full	Service marketing mix and customer satisfaction of hotel in Johor Bahru
title_fullStr	Service marketing mix and customer satisfaction of hotel in Johor Bahru
title_full_unstemmed	Service marketing mix and customer satisfaction of hotel in Johor Bahru
title_sort	service marketing mix and customer satisfaction of hotel in johor bahru
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2015
url	http://eprints.utm.my/id/eprint/54009/1/SayyedAliYahyazadehMFM2015.pdf
_version_	1747817672819605504

Service marketing mix and customer satisfaction of hotel in Johor Bahru

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