Impact of Marketing Mix on Customer Satisfaction on Internet Service Providers of Sri Lanka under Post Covid-19 Pandemic Situation

Abstract

Marketing mix strategies remain a critical driver of customer satisfaction. The primary objective of this research was to assess how Marketing Mix strategies impact customer satisfaction among Internet Service Providers (ISPs) in Sri Lanka following the global COVID-19 pandemic. The target population was internet users in the Western province of the country. Due to time constrains and accessibility issues, a sample of 206 participants was drawn using convenience sampling technique for the survey. Primary data were collected through questionnaires, and the SPSS statistical software package was used for the analysis of the statistical data. The results revealed that all dimensions (Product, Price, Place, Promotion, People, Process, Physical evidence) of Marketing Mix strategies positively contributed to customer satisfaction, implying that Marketing Mix strategies initiatives increase levels of customer satisfaction. The study recommends that ISPs to maintain a well-balanced blend of Marketing Mix strategy components to achieve high customer satisfaction.