 Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer SatisfactionJalal Rajeh Hanaysha Jindal Journal of Business Research, 2017, vol. 6, issue 2, 132-145 Abstract: Customer satisfaction is one of the main topics in marketing that received large attentions from several scholars and practitioners. Satisfied customers tend to be the driving force for brand success and building sustainable competitive advantage; therefore, looking at the antecedents of customer satisfaction is deemed to be very important. This article is designed to examine the effects of social media marketing, price promotion, and corporate social responsibility on customer satisfaction in the fast-food industry. The data were collected using a survey instrument from 293 customers of international fast-food restaurants in east coast Malaysia. To analyze the collected data and reach at conclusions, SPSS and structural equation modeling (AMOS) were utilized. The findings revealed that social media marketing and price promotion have significant effects on customer satisfaction. Moreover, the findings revealed that corporate social responsibility has a significant positive impact on customer satisfaction. Keywords: Corporate social responsibility; customer satisfaction; price promotion; social media marketing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:sae:jjlobr:v:6:y:2017:i:2:p:132-145 Access Statistics for this article More articles in Jindal Journal of Business Research |
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