The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector

This study is carried out to investigate the relationship between marketing mix strategies and customer loyalty. The study is focusing on food and beverages products. The outcomes of this research are essential to readers in order to understand the dimension that influences customer to buy the produ...

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Main Author:	Muhammad Hafiz, Azizan
Format:	Thesis
Language:	eng eng
Published:	2010
Subjects:	TX901-946.5 Hospitality industry Hotels, clubs, restaurants, etc Food service
Online Access:	https://etd.uum.edu.my/2169/1/Muhammad_Hafiz_Azizan.pdf https://etd.uum.edu.my/2169/2/1.Muhammad_Hafiz_Azizan.pdf
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id	my-uum-etd.2169
record_format	uketd_dc
spelling	my-uum-etd.21692022-12-13T07:00:30Z The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector 2010 Muhammad Hafiz, Azizan Md. Salleh, Salniza College of Business (COB) College of Business TX901-946.5 Hospitality industry. Hotels, clubs, restaurants, etc. Food service This study is carried out to investigate the relationship between marketing mix strategies and customer loyalty. The study is focusing on food and beverages products. The outcomes of this research are essential to readers in order to understand the dimension that influences customer to buy the products. Furthermore, the dimension is important to recognize the relationship of the marketing mix strategy which consists of 4p's such as products, pricing, promotion and distribution towards customer loyalty. Quantitative method is used in this study. The respondents come from 170 students at Kolej Universiti Insaniah (KUIN), Alor Setar. The result shows there are significant relationship between product, pricing, promotion and distribution towards customer loyalty. Future research reveals there is significant relationship between marketing mix strategy and customer loyalty. Marketing mix strategies represent certain variance of customer loyalty. The loyalty influenced by dimension of products, price, promotion and distribution. 2010 Thesis https://etd.uum.edu.my/2169/ https://etd.uum.edu.my/2169/1/Muhammad_Hafiz_Azizan.pdf text eng public https://etd.uum.edu.my/2169/2/1.Muhammad_Hafiz_Azizan.pdf text eng public http://lintas.uum.edu.my:8080/elmu/index.jsp?module=webopac-l&action=fullDisplayRetriever.jsp&szMaterialNo=0000758897 masters masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Md. Salleh, Salniza
topic	TX901-946.5 Hospitality industry Hotels, clubs, restaurants, etc Food service
spellingShingle	TX901-946.5 Hospitality industry Hotels, clubs, restaurants, etc Food service Muhammad Hafiz, Azizan The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector
description	This study is carried out to investigate the relationship between marketing mix strategies and customer loyalty. The study is focusing on food and beverages products. The outcomes of this research are essential to readers in order to understand the dimension that influences customer to buy the products. Furthermore, the dimension is important to recognize the relationship of the marketing mix strategy which consists of 4p's such as products, pricing, promotion and distribution towards customer loyalty. Quantitative method is used in this study. The respondents come from 170 students at Kolej Universiti Insaniah (KUIN), Alor Setar. The result shows there are significant relationship between product, pricing, promotion and distribution towards customer loyalty. Future research reveals there is significant relationship between marketing mix strategy and customer loyalty. Marketing mix strategies represent certain variance of customer loyalty. The loyalty influenced by dimension of products, price, promotion and distribution.
format	Thesis
qualification_name	masters
qualification_level	Master's degree
author	Muhammad Hafiz, Azizan
author_facet	Muhammad Hafiz, Azizan
author_sort	Muhammad Hafiz, Azizan
title	The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector
title_short	The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector
title_full	The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector
title_fullStr	The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector
title_full_unstemmed	The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector
title_sort	relationship between marketing mix strategies and customer loyalty: a study in food and beverage sector
granting_institution	Universiti Utara Malaysia
granting_department	College of Business (COB)
publishDate	2010
url	https://etd.uum.edu.my/2169/1/Muhammad_Hafiz_Azizan.pdf https://etd.uum.edu.my/2169/2/1.Muhammad_Hafiz_Azizan.pdf
_version_	1776103595125506048

The Relationship between Marketing Mix Strategies and Customer Loyalty: A Study in Food and Beverage Sector

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