MARKETING MIX, CUSTOMER SATISFACTION AND LOYALTY: AN EMPIRICAL STUDY OF TELECOM SECTOR IN BHUTAN

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. 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