Marketing Mix, Customer Satisfaction and Loyalty: An Empirical Study of Telecom Sector in Bhutan

Yogesh Verma and Maithili R. P. Singh
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Yogesh Verma: Research scholar (JRF)School of Commerce and ManagementCentral University of Rajasthan, India
Maithili R. P. Singh: Dean and Associate ProfessorSchool of Commerce and ManagementCentral University of Rajasthan, India

Indian Journal of Commerce and Management Studies, 2017, vol. 08, issue 2, 121-129

Abstract: Telecom sector in Bhutan is still in evolving stage. The first network line was made operational in 1963. The study of marketing mix, customer satisfaction and loyalty is important for framing new policies and analysing growth of any service industry. There is nearly no study focusing on these variables especially in telecom sector of Bhutan. So the study attempts to fill the research gap. The study focuses on relationship and impact of marketing mix on customer satisfaction. Study also analyse the impact of customer satisfaction on customer loyalty. Data has been collected from Gedu town located in Chukha district in Bhutan. A total of one hundred one questionnaires were filled by different respondents. Different statistical tools like correlation, regression and t-test were used to analyze the collected data. Results revealed significant and positive correlation among variables under study i.e., marketing mix, customer satisfaction and loyalty. Further, no difference in customer satisfaction was found for public and private telecom service providers in Bhutan.

Keywords: Marketing mix; Customer satisfaction; Customer loyalty; Telecom Sector; Bhutan (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:aii:ijcmss:v:08:y:2017:i:2:p:121-129

DOI: 10.18843/ijcms/v8i2/17

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