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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Research on Customer Satisfaction Based on 7Ps Marketing Mix Strategy: A Case Study of Suofeiya
Author(s)
YANG Tongming, Sutapat Kongkerd
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DOI:10.17265/2328-2185/2022.03.003
Affiliation(s)
Payap University, Chiang Mai, Thailand
ABSTRACT
Based on the situation of China’s custom home furnishing industry, this paper systematically analyzes the marketing environment and market competitiveness of China’s custom home furnishing industry. If an enterprise wants to produce in the market competition, marketing strategy is very important to the development and competition of the enterprise. Marketing strategy, based on Guangxi Suofeiya custom household customer satisfaction as the research object, based on the demographic characteristics and consumer behavior and marketing strategy, carries on the quantitative analysis of customer satisfaction, component factors affecting customer satisfaction index, set up 28 observation variables affecting customer satisfaction, uses the questionnaire survey, through the questionnaire star network distributed in the form of data collection; SPSS 22.0 descriptive statistical analysis, reliability analysis, validity analysis, correlation analysis, and regression analysis were carried out on the collected data. By studying the significance of demographic characteristics, consumer behavior, and marketing strategies, customer satisfaction, the results show that different aspects of gender, age, monthly household income, and occupations are different from customer satisfaction, but different education levels have no significant difference. According to the research conclusion, from the perspective of 7Ps marketing theory, optimization marketing suggestions are put forward for Sophia Company to improve customer satisfaction, so as to enhance its competitiveness in Guangxi home furnishing market, and provide reference for other customized home furnishing enterprises.
KEYWORDS
Suofeiya Guangxi, 7Ps marketing theory, customer satisfaction, marketing influencing factors
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