THE ROLE OF MARKETING MIX IN BUILDING CUSTOMER SATISFACTION AND LOYALTY: A THEORETICAL STUDY

Abstract

To be able to create customer loyalty, developers need to have a precise marketing strategy in marketing their products, because it is a fundamental tool that is planned to achieve company goals by developing competitive advantages that are used to serve the national market. In this case, marketers must create an effective marketing strategy, which is necessary to first understand what business is being carried out because the service or goods business is a different business. Several articles and research findings suggest that marketers make a distinction between goods and services businesses, and vary their marketing strategies to satisfy customers. One form of marketing strategy that is able to support marketing products to create consumer satisfaction is the use of a marketing mix that includes product, price, promotion, and place. This paper discusses the role of the marketing mix in building customer satisfaction and loyalty based on theoretical studies and evidence from previous empirical research.