The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch
This study aims to analyze the impact of 7 components on the marketing - mix strategy on the satisfaction and loyalty of programming course students at the branch of CodeGym Vietnam Joint Stock Company in Hue. The study combined exploratory factor analysis (EFA), and confirmatory factor analysis...
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| Format: | Article |
| Language: | English |
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EconJournals
2024-10-01
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| Series: | International Review of Management and Marketing |
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| Online Access: | https://mail.econjournals.com/index.php/irmm/article/view/16752 |
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| author | Nguyen Dinh Chien Dao Duy Minh Mai Thi Vui |
| author_facet | Nguyen Dinh Chien Dao Duy Minh Mai Thi Vui |
| author_sort | Nguyen Dinh Chien |
| collection | DOAJ |
| description |
This study aims to analyze the impact of 7 components on the marketing - mix strategy on the satisfaction and loyalty of programming course students at the branch of CodeGym Vietnam Joint Stock Company in Hue. The study combined exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) to measure the impacts of each component into the success of marketing - mix strategy then applied linear structural modeling (SEM) to test the related hypothesis of driving parameters to the customers’ satisfaction and loyalty. The finding indicated that there are 3 major factors having positively impact on customer satisfaction and loyalty, including: product, distribution and process. On the contrary, price, promotion, people and facilities factors have a negative impact on student satisfaction. The study also suggests several important implications to enhancing the efficiency of marketing mix strategy - with a need to focusing on developing marketing mix programs for centers to enhance customer satisfaction and loyalty.
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| format | Article |
| id | doaj-art-d84cc7dad4854650bc306fef01bfef09 |
| institution | Kabale University |
| issn | 2146-4405 |
| language | English |
| publishDate | 2024-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj-art-d84cc7dad4854650bc306fef01bfef092025-02-06T01:06:14ZengEconJournalsInternational Review of Management and Marketing2146-44052024-10-0114610.32479/irmm.16752The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue BranchNguyen Dinh Chien0Dao Duy Minh1Mai Thi Vui2Faculty of Accounting and Finance, University of Economics, Thua Thien Hue 530000, VietnamFaculty of Economics and Development Studies, University of Economics, Hue University, Thua Thien Hue 530000, VietnamDayStar Study Abroad Company, Thua Thien Hue 530000, Vietnam This study aims to analyze the impact of 7 components on the marketing - mix strategy on the satisfaction and loyalty of programming course students at the branch of CodeGym Vietnam Joint Stock Company in Hue. The study combined exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) to measure the impacts of each component into the success of marketing - mix strategy then applied linear structural modeling (SEM) to test the related hypothesis of driving parameters to the customers’ satisfaction and loyalty. The finding indicated that there are 3 major factors having positively impact on customer satisfaction and loyalty, including: product, distribution and process. On the contrary, price, promotion, people and facilities factors have a negative impact on student satisfaction. The study also suggests several important implications to enhancing the efficiency of marketing mix strategy - with a need to focusing on developing marketing mix programs for centers to enhance customer satisfaction and loyalty. https://mail.econjournals.com/index.php/irmm/article/view/16752Marketing Strategy, Satisfaction, Brand Loyalty |
| spellingShingle | Nguyen Dinh Chien Dao Duy Minh Mai Thi Vui The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch International Review of Management and Marketing Marketing Strategy, Satisfaction, Brand Loyalty |
| title | The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch |
| title_full | The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch |
| title_fullStr | The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch |
| title_full_unstemmed | The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch |
| title_short | The Impact of Components in Marketing - Mix Strategy on Customer Satisfaction and Loyalty: Case Study at Codegym Vietnam Joint Stock Company, Hue Branch |
| title_sort | impact of components in marketing mix strategy on customer satisfaction and loyalty case study at codegym vietnam joint stock company hue branch |
| topic | Marketing Strategy, Satisfaction, Brand Loyalty |
| url | https://mail.econjournals.com/index.php/irmm/article/view/16752 |
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