EFFECT OF MARKETING MIXON CUSTOMER SATISFACTION IN THE CASE OF ZEFMESH GRAND MALL IN ADDIS ABABA

Abstract

Business competition is getting tougher making the marketing mix used as a marketing tool that can encourage to produce the desired response in the target market, Marketing mix-7Ps towards customer satisfaction in theZefmeshi Grand Mall in Addis Ababa. The research method uses surveys with questionnaires as a data collection tool. Samples taken using simple random sampling techniqueproduced 343 respondents. Data was processed using SPSS analysis techniques. The results of the study show that: empirically proven products, prices, promotions, processes, people and physical evidence have a significant influence on customer satisfaction; This means that the better the product, price, promotion people, process and physical evidence, the more customer satisfaction increases. No one opposes consumer satisfaction; Means that place or distribution the value lowest than the other marketing mix tosatisfy the customer. Thus, the findings of this study prove that the place are not the main ones in producing products/services but the most important is the quality of services that can be used according to their functions.The study shows relationship between different dimensions of marketing mix elements and customer satisfaction. Studyconcludes: marketing mix contributes positively to customer satisfaction.Furthermore, in terms of the values of the R square of the results of the regression, service marketing mix elements such as product, place, promotion, price, people, process and physical evidence all together explain 70.1% of variation on customer satisfaction; whereas, the remaining 29.9% explained by other extraneous variables More over the researcher recommend that The Grand The mall should exert much effort to improve the overall level of customer satisfaction on the marketing mix tools namely; product, price, people, process and physical evidence through introducing new and diversified process options, fair service charges and commissions, cooperative and skillful employees, enhancing customers and employees technology knowhow and introducing fast and modernized services of Grand Malls