September 24, 2024 Thesis Open Access

BIRRLEW ALEMU ZELEKE

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  <dc:creator>BIRRLEW ALEMU ZELEKE</dc:creator>
  <dc:date>2024-09-24</dc:date>
  <dc:description>ABSRACT

The main purpose of this study was to analyze the effect of marketing mix strategy on customer satisfaction on hollow block marketing in Woldia Town administration. The motivation behind taking the study is to find the gaps of marketing mix strategy at local market and to recommend upon it since marketing strategy is a critical driver of customer satisfaction and competitiveness.

Hypothesis was developed in order to achieve desired objective. Concerning with methodology of its execution, explanatory research design was developed with the intention of cross sectional survey and the adoption of mixed research approach so that hypotheses were too formulated in order to be tested by collecting relevant data. Therefore, a survey of customers from 10 hollow block manufacturers which were established before one year from now was conducted by taking samples that were determined with the formula developed by Yamana. 217 samples were taken from the population by stratified sampling technique for understanding their general feeling about implementation of marketing mix and interview was conducted with the purposive sampling from 6 hollow block marketers to assess their general marketing mix implementation. The validity of questionnaire was pretested through pilot pretest by taking 20 respondents’ feedback and some professionals’ comment so that the researcher cancelled and corrected some variables which were assumed to be vague. Reliability of data was evaluated by Cronbach’s Alpha reliability test. Then after questionnaires were prepared and distributed among the respondents and 212 of them were collected but 4 of them were unfit and rejected.

The collected data was sorted, coded, summarized and processed through SPSS software and spreadsheet to be presented by tables and graphs. Data was analyzed and inferences were drawn to test hypotheses so the result shows that all factor variables have positive correlation with dependent variable and marketing mix strategy significantly affect customer satisfaction. From the model summary, the adjusted R square is 0.646 which means that the independent variables can explain the dependent variable by 64.6%. However, 35.4% of the variance remained unexplained in this study. The researcher recommends hollow block marketers to maintain a good blend of marketing mix strategies that will lead to high customer satisfaction levels.

 </dc:description>
  <dc:identifier>https://zenodo.org/record/9294</dc:identifier>
  <dc:identifier>10.20372/nadre:9294</dc:identifier>
  <dc:identifier>oai:zenodo.org:9294</dc:identifier>
  <dc:relation>doi:10.20372/nadre:9293</dc:relation>
  <dc:rights>info:eu-repo/semantics/openAccess</dc:rights>
  <dc:rights>http://www.opendefinition.org/licenses/cc-by</dc:rights>
  <dc:title>THE EFFECT OF MARKETING MIX STRATEGY ON CUSTOMER SATISFACTION: CASE STUDY ON HOLLOW BLOCK MARKETING IN WOLDIA TOWN</dc:title>
  <dc:type>info:eu-repo/semantics/doctoralThesis</dc:type>
  <dc:type>publication-thesis</dc:type>
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