This study aims at exploring the effect of four elements of an integrated marketing mix. The mix consists of both elements of the 4Ps and SIVA marketing models. These elements are product-solution, promotion-information, place-access, and price-value. A questionnaire was used to collect the required data from a sample of retailing market customers in Saudi Arabia. The total number of the questionnaires used in data analysis was 378. The study found that product-solution and place-access from customers’ perspective had significant effects on customer retention. On the other hand, price-value had a negative significant effect on customer retention, while promotion-information had no effect on customer retention. Hence, companies are called for considering products as solutions, promotion as a source of information for customers, place as an access point for such a solution, and price must be appropriate to the value that the customer gets.

SMEs in the food and beverage sector should be a responsive business for reaching consumers more effectively, expanding the market, and reducing consumer transaction costs. Still, many SMEs’ in the food and beverage sector are hesitant to use social media due to lack of some aspects in their business platforms. The study aims to give an overview model of the innovation marketing process by emphasizing the characteristics of SMEs’, which is simultaneously associated with marketing mix. The proposed model combined the TOE model and characteristics with a marketing mix using SEM on 198 SMEs in the Indonesian food and beverage sector. The findings proved that each technological, environmental, organizational, and characteristics are positively related to each of the people and processes. The management team roles in innovative solutions and contingencies of a complex environment gave the highest positive effects to technology and environment. However, technology does not always facilitate the work process, the quality of result, and process consistency for more efficiency. There are highlight points, i.e. the clear visibility of employee appraisals process for bridging the gap of competencies; using perceived usefulness, perceived ease of use, and perceived trust for generating business ideas, and attracting new customers.

Higher education institutions, like any business institution, should satisfy their clients (students) for them to survive in the higher education service business market. As a service business, higher education institutions also need to follow marketing principles in their attempt to attract potential students. We investigated the effect of marketing mix dimension on internal and external marketing in universities. The research used primary data from a questionnaire survey of 526 students in West Java Province, Indonesia, and then drew conclusions by a structural equation model (SEM) analysis. The research findings revealed that place, product, price and promotion have a positive effect on external marketing. Whereas physical evidence, people and processes have positive, significant effects on internal marketing. There was also positive, significant correlation between external marketing and internal marketing. The research findings were hopefully beneficial for higher education management, to be made as guidance in implementing their marketing strategy. Higher education leaders may apply the external marketing policy to attract potential student interest and the internal marketing policy to improve the quality of their service and internal marketing. The study delivered a broader picture of the application of marketing mix model on universities. In addition, the discussion presented the implication of the offered theory and practice, the research limitation, and the direction of future researchers.

The purpose of this study was to determine the effect of service quality and marketing mix on customer satisfaction and repurchase intention. The sampling method used in this research is non-probability sampling with purposive sampling technique. The total sample in this study was 212 respondents. Methods of data collection using an online questionnaire. The data analysis used is instrument validity and reliability test, classical assumption test, hypothesis test and path analysis using SPSS 25.0 for windows program. The results of this study indicate that all items for each variable are valid and reliable. Both structural models meet the criteria for the classical assumption test with no multicollinearity, heteroscedasticity, and normality assumption. Based on the results of the t test for the service quality variable, it has a significant effect on customer satisfaction. The marketing mix variable has a significant effect on customer satisfaction and repurchase intention. The service quality and the customer satisfaction also have significant effects on repurchase intention.

The objective of this paper was to identify aspects of pricing strategy that impact customer experience within the construction industries. A literature review examined the antecedents driving customer satisfaction. A conceptual framework relating two dimensions namely, pricing strategy and customer experience was developed to evaluate customer satisfaction. Several latent variables related to the marketing mix and customer experience were introduced. Latent variables were measured through a 5-point Likert Scale questionnaire and analyzed by Structural Equation Modelling. Three aspects of pricing strategy and four aspects of customer experience were identified as parameters pertinent to customer satisfaction. Findings showed that price value, price advantage and price penetration influenced pricing strategy. Reputation, confidence, information and expertise influenced customer experience. This paper contributes to understanding the significance of pricing strategy and customer experience as the foundation for customer satisfaction and business profitability. These findings were presented as recommendations to the construction industry.

In the present competitive world, facility location is an important aspect of the supply chain (sc) optimization. It involves selecting specific locations for facility construction and allocation of the distribution channel among different SC levels. In fact, it is a strategic issue which directly affects many operational/tactical decisions. Besides the accessibility, which results in customer satisfaction, the present paper optimizes the establishment costs of a number of distribution channels by considering their proximity to the stock market of the goods they distribute, and proposes mathematical models for two objective functions using the set covering problem. Then, two objective functions are proposed into one through the ε-constraint method and solved by the metaheuristic Genetic Algorithm (GA). To test the resulted model, a smaller scale problem is solved. Results from running the algorithm with different ε-values show that, on average, a 10% increase in ε, which increases the value of the second objective function - distance covered by customers will cause a 2% decrease in the value of the first objective function including the costs of establishing distribution centers). The repeatability and solution convergence of the two-objective model presented by the GA are other results obtained in this study.

Word-of-mouth (WOM) has been recognized as one of the most influential forms of information transmission. Advances in information technology and the emergence of online social networking sites have changed the manner in which data is delivered. This phenomenon has an impact on consumers because readily accessible information can significantly influence consumption-related decisions. The purpose of this paper is to examine the role of e-WOM in mediating the influence of the marketing mix and destination image on the intention of tourists to re-visit destinations. The primary data was derived from 190 tourist respondents and collected by means of questionnaires distributed via Google forms. The resulting data was analyzed using AMOS-SEM, while evaluating the role of e-WOM as a model involving a Sobel test. The results of the analysis indicated that e-WOM plays a highly significant role in piquing individual's' interest in re-visiting tourist sites. Contributory factors such as the marketing mix, destination image, and e-WOM all support this research hypothesis.

Winners of the future competition are managers who communicate their human resources in an effective and rewarding way. In this respect, emotional intelligence is an advanced form of focusing on humans in organizational environment and it is a new and suitable instrument for business managers and market theoreticians to direct and satisfy organizational employees and external customers. This paper investigates the relationship between emotional intelligence dimensions and components including self-awareness, self-management, self-motivation, social awareness and relation management and sales promotion activities in Iranian business enterprises. Present research was an applied one with respect to its purpose and a correlational descriptive-survey one with respect to data collection method. Statistical population of the study comprised of 534 managers operating at firms located at West Azarbaijan province in food industry. Among them 225 managers were selected using random sampling procedure based on Krejcie and Morgan’s table. Data on emotional intelligence variable were collected using Goleman’s Emotional Competence Inventory. In addition, sales promotion variable was evaluated using an author-developed questionnaire and reliabilities of these two scales were respectively 0.92 and 0.89. Given the normality of data according to Kolmogorov-Smirnov test, Pearson’s correlation test was used to identify the type of relationship between variables and results suggested a direct significant relationship between all emotional intelligence components including self-awareness, self-management, self- motivation, social awareness and relation management and sales promotion activities at significance level of p ?0.05.

During the past few years, there has been tremendous increase in advertisement expenses all over the world. Therefore, it is important to examine, to investigate and to evaluate the performance of advertisement to reach organizations’ objectives. This paper presents an empirical investigation using highly reliable and efficient method called AIDA, which consists of four factors: attention, interest, desire and action. The study is implemented for one of Iranian food suppliers called TABAROK located in city of Mashad, Iran. The survey selects a sample of 300 regular customers and distributes a standard questionnaire among them. Cronbach alpha has been calculated as 0.93, which is well above the minimum desirable level. Using Spearman correlation test, the study confirms that all four components of the survey influences consumer behavior, positively. The study also indicates that there were some positive and meaningful correlations among various components of the survey. In addition, applying Freedman test indicates that advertisement has the highest impact on convincing consumer to purchase product.

In this paper, we present an empirical investigation on various factors affecting ADSL service selection in city of Tehran, Iran. The proposed model of this paper uses a standard questionnaire and distributes it among randomly selected customers who have some experiences on internet based ADSL products. The study implements factor analysis as well as weighted regression technique to perform the study. There are eight hypotheses associated with the proposed study of this paper, which indicates the effects of product marketing, place and time of marketing mix, process-marketing mix, productivity and quality of marketing mix, people, promotion and education and physical evidence on customer choice. The results of factor analysis have confirmed the impacts of the first four factors but the effects of the other factor were not confirmed. In other words, the results of the survey have indicated that product marketing, place and time of marketing mix, process-marketing mix and productivity and quality of marketing mix influence customer choice. However, the other four components including people, promotion, price and physical evidence do not play essential role on customer choice.