Marketing Mix Elements and Customer Service Satisfaction: Empirical Evidence in the Malaysia Edutainment Theme Park Industry

Abstract

Marketing mix elements constitute the first consideration that an organization should formulate before achieving higher profits and a huge growth potential. However, a marketing mix requires a well-planned strategy and highly competent management staff in tackling what the target market wants. Thus, this paper explores the roles of the marketing mix and its initiative to comprehend better customer service satisfaction in an edutainment theme park industry. As a result, this study uncovers that five out of seven indicators significantly influenced customer service satisfaction in the edutainment theme park industry.