Service Marketing Mix Research Articles

The The Relationship between Service Marketing Mix and the Students Satisfaction

The issue of marketing is a very important issue in order to reach the consumer market, but it needs a fundamental mechanism in term of service marketing. Therefore, more marketing elements need to be integrated into the marketing plans. This article discusses the relationship between service marketing mix and student satisfaction at Kolej Universiti Islam Antrabangsa Selangor (KUIS). There are many factors that affect student satisfaction at KUIS, which is the 7P. This study used a quantitative approach using questionnaires as tools to collect data. This study was applied to 322 male and female students studying in the third and fourth semesters. The results were analyzed using statistical methods, descriptive frequency ratio analysis, and deductive analysis, and the study found that the material evidence factor is the most positive factor affecting the level of satisfaction with KUIS. The price factor is the factor that negatively affects student satisfaction at KUIS. The results obtained helped in giving indications of the strengths and weaknesses of the marketing process. The results of the research were given to the college in order to benefit from the findings.

Influence of the Services Marketing Mix and Place Branding on Tourism Destination Image

The aim of this study is to establish if concepts such as the Services Marketing Mix and Place Branding have any influence on Tourism Destination Image. Therefore, it adopted a quantitative cross-sectional exploratory methodology. The average annual population of tourists in Garut District, Indonesia, is 231,563; and, using Slovin’s formula, a sample size of 100 visitors was calculated. To determine if the items used here to measure the variables of the Services Marketing Mix, Place Branding, and Image were reliable and valid, a Pearson correlation test was conducted. Structural equation modeling was implemented to verify the relationships between the variables. The results indicate that neither the Services Marketing Mix nor Place Branding have any influence on the concept of Tourism Destination Image. Therefore, the strategies designed to improve the image of this tourist destination should be focused on other aspects.

Pengaruh Service Marketing Mix Dan Customer Value Terhadap Kepuasan Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Maritim Raja Ali Haji

The object of the study was obtained about the effect of Service Marketing Mix and Customer Value on student satisfaction in the UMRAH Faculty of Economics management study program. The type of research is explanatory. The results of the study indicate that the service marketing mix consists of products (product), price (price), distribution (place), promotion (people), people (people), direct evidence (physical evidence) and process (process, and customer value includes Customer benefit and customer cost both partially and simultaneously has a strong influence on student satisfaction in the UMRAH Faculty of Economics Management Study Program

Factors for Capacity Building Community Tourism Khlong Luang District Pathumthani Province

The purposes of this research were 1) to study factors affecting the development of potential community tourism destinations in Khlong Luang District. Pathum Thani Province. Action research and quantitative research were used and research tools were interview form and questionnaires. Data were collected from in-depth interview, focus group discussion. Qualitative data from 30 key informants was analyzed by using content analysis whereas quantitative data collected from 440 samples (Hair et.al, 2006: 112) Analyze data with basic statistics and structural equations modeling (SEM), The research results were found that Community Attractions in Khlong Luang District Pathum Thani province, including Sufficiency Economy, Sufficiency Economy Learning Center, Lotus Learning Center, Product processing, organic agriculture and community market. Along with factors affecting the development of tourist attractions, tourism communities Khlong Luang District Pathum Thani Province. These include 1) the potential of the community, including the attractions of tourist attractions, facilities and accessibility. 2) Participation consists of finding problems, planning, performing activities Monitoring and evaluation; and 3) The service marketing mix consists of products, prices, distribution channels. Promote marketing, personnel, process, creation and presentation of physical characteristics.

Relationships between Service Quality, Service Marketing Mix, and Behavioral Intention: Consumers’ Perspectives on Short-term Accommodation Service for Tourism in Thailand

This study aims to examine the degree of perceived service quality, service marketing mix, and behavior intention of tourists in Thailand. It also studies the relationship between service quality and service marketing mix on behavioral intention of tourists using Thailand’s short-term accommodation service. Research methods used in this study is questionnaire, with 5-point Likert scales. The targeted samples are 1,540 tourists who have used short-term accommodation service in Thailand. 1,127 questionnaires were completed and returned, making up 73.18% of all questionnaires distributed. Collected data were analyzed using both descriptive and inferential statistics. The former includes means and standard variations which were used to determine the degree of each variables. The latter includes Pearson correlation analysis for the analysis of relationships between variables. The study shows that the overall service quality and behavioral intention were rated as high, with overall marketing mix rated at the highest level. As for correlations, service quality is found to be moderately and positively correlated with behavioral intention. A similar moderate and positive correlation is found between service marketing and behavioral intention. All variables are statistically significant at the .01 level.

PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN NASABAH DALAM MEMILIH CU CINTA KASIH TIGAPANAH

This study aims to determine and explain the effect of the service marketing mix on customer decisions to choose CU Cinta Kasih Tigapanah. The analysis method used is multiple linear regression. The population in this study were customers of CU Cinta Kasih Tigapanah during 2015-2018, totaling 10,500 people. The sampling method uses the desired maximum error. So the number of customers who were sampled was 96 people. Data collection techniques using questionnaires, interviews and documentation study. From the research results, the multiple linear regression equation is obtained as follows: Y = 1,848 + 0.304X1 + 0.091X2 + 0.018X3 + 0.034X4 + 0.354X5 + 0.440X6 + 0.237X7 + e.This means that the process variable (X5) has the greatest influence on customer decisions, where the largest regression coefficient is 0.354. Based on the t test, the product has a positive but not significant effect on customer decisions where the significance value is 0.061> 0.05. Price, location, promotionand physical evidence has a positive but not significant effect on customer decisions. People and process has a positive and significant effect on customer decisions. The results of the F test show that the product, price, location, promotion, people, process, physical evidence have a positive and significant effect on the customer's decision to choose CU Cinta Kasih Tigapanah. The value (R square) is 0.85, meaning that the variations in the customer's decision to choose CU Cinta Kasih Tigapanah can be explained by the product, price, location, promotion, people, process, and physical evidence of 85.4%, and the remaining 14.6% can explained by other variables not included in this study such as service quality and marketing strategy.

Service Marketing Mix Strategy Analysis for CV Ebenhaezer Berkat Langgeng

CV Ebenhaezer Berkat Langgeng (CV EBL) is a trading company and a formulator of a water-based adhesive that is used for woodworking, paper, and several other fields. CV EBL was established by Ir Purjono Wibisono in 2001. There was a decline in CV EBL’s profits due to the decline in economic conditions in Indonesia. Therefore, the researchers conducted this study to analyze the service marketing mix for CV EBL. This research used qualitative methods including in-depth interviews and information documentation. Every aspect of the marketing mix service had an important role in the trading company, but not all aspects of the 7P in-depth were effectively and efficiently implemented.
 Keywords: marketing strategy, service marketing strategy, 7P, trading, formulator, Surabaya Indonesia

The effects of makeup service marketing mix on customer revisit intention

The purpose of this study is to investigate customer satisfaction factors that affect customer loyalty and revisit intention, and the seven factors which comprise the marketing mix that affects customer satisfaction. loyalty, and intention to revisit. The purpose of the project is to propose a research model by testing the mediated effects of customer satisfaction and loyalty using mainly factor analysis, regression analysis, and mediation analysis. First the results showed that the marketing mix 7P factors influence customer satisfaction were identified as service delivery process, product, physical basis, and promotion. The factors that influence marketing mix 7P customer loyalty were tested in the order of service delivery, physical basis, product, and distribution. Second, the factors that affect customer loyalty were artists, service, and prices whereas the factors that affect customer satisfaction were tested in the order of service, artist, cosmetics, and price. Third, the factors affecting customer revisit intention were newly derived as treatment satisfaction, professionalism, and treatment products. Fourth, the relationship between marketing mix and customer revisit intention suggested that customer satisfaction and customer loyalty has a partial sale effect. It can be suggested on the basis of these findings that the effect of makeup service with marketing mix on customer revisit intention was analyzed and a new model was derived by analyzing the mediated effect of customer satisfaction and customer loyalty.

The Influence of Service Quality, Marketing Mix, on Bank Customer Satisfaction in the Era Covid-19

Building loyalty is no longer an option in the banking world. In recent years a trend has emerged, namely the tendency for customers to have more than one savings account at different banks. One of the ways to do this is by marketing service quality and marketing mix to customer satisfaction. The Bank's compliance with government policies to prevent the spread of COVID-19 is the Work From Home policy. Banking measures to optimize employee efforts to maintain the health of their closest people at home while providing maximum protection from the potential for contracting COVID-19 while interacting with the community while working or traveling to and from the office, namely adjustments to work systems. The role of marketing in banking is to build strong relationships sustainably by providing excellent service for the development of service quality such as Servqual, with Tangible, Responsiveness, Reliability, Assurance, and Empathy characteristics. New service quality that can be applied in the banking world in particular. The most important thing is Banking Service Quality (BSQ.) Like conventional bank service products, the bank's low rating. Testing using the PLS (Partial Least Square) analysis method. The results showed that customer satisfaction has a positive and significant effect on customer loyalty. Customer satisfaction affects the reliability, effectiveness, and assurance of the service portfolio, price, and access. Tangible must receive extra attention so that customer satisfaction can increase.

The Effect of Service Marketing Mix on Relationship Quality and Revisit Intentions for Korean Restaurants in Vietnam

The Effect of Service Marketing Mix on Relationship Quality and Revisit Intentions for Korean Restaurants in Vietnam

STRATEGI PEMASARAN WEDDING PACKAGES PADA MY WEDDING ORGANIZER

In developing a business in the field of marriage, My Wedding Organizer has designed several wedding packages for brides who want a party that is only attended by a few people (privacy). By working with several reception venues and several other wedding organizers, My wedding organizer has succeeded in making customers feel satisfied with the wedding packages offered. However, in 2019 My Wedding Organizer was not able to achieve the expected target, thus we conducted research aimed at increasing sales of wedding packages on My Wedding Organizer by making a strategy formulation by analyzing the marketing mix of 7P services consisting of products and services, prices, channels. / place of distribution, promotion, people, facilities (physical evidence) and processes based on a SWOT analysis. Based on the research of this study in increase of sales of wedding packages which decreased especially in 2019, namely the creation of a new strategy formulation is based on the SWOT analysis 7P. The conclusions of the study are based on the marketing mix by creating a SWOT matrix, from strategy SO, WO, ST and WT in strategy formulation it can be based on the 7P include product, price, distribution channels / place, promotion, people, processes, and the physical evidence. It is recommended to use the hotel management corporate strategy formulation and business unit strategy formulation, with the wedding venue evaluate and innovate to create a new wedding packages to explore creativity in the promotional aspect of wedding.

Coworking Spaces in Germany during the Covid-19 Crisis Utilized for Homeoffice and Homeschooling

Aims: To capture the perception of coworking space (CWS) users during the covid-19 crisis for homeoffice and homeschooling purposes in terms of process, physical evidence and people components of the service marketing mix.
 Study Design: This is a grounded theory study in nature which explores the users’ perceptions of coworking spaces.
 Place and Duration of Study: Coworking spaces in Germany during the covid-19 crisis between March 2020 and August 2020.
 Methodology: We included 200 respondents (88 male and 112 female; age range 18-88 years) who used the different services of various types of coworking spaces for entertainment, business and or education purposes as employees, entrepreneurs, retirees or students.
 Results: Very important for the process are comfort and atmosphere together with cleanliness and safety (Mean 3.48, SD 1.31, r = 0.529). The physical evidence mentioned location in terms of access and the facility itself (Mean 3.54, SD 1.11, r = 0.650). People (Mean 3.31, SD 1.27, r = 0.619) make the CWS function with management, staff and customer mix.
 Conclusion: Coworking spaces received a big boost during the covid-19 crisis after initial lockdown and will continue to grow in the New Normal with homeoffice and on-line learning becoming the norm while CWS focus on process, physical evidence and people components of their marketing mix.

Bauran Pemasaran Jasa, Citra, dan Kepuasan Mahasiswa: Sebuah Kajian Perguruan Tinggi Swasta di Kediri

Bisnis pendidikan merupakan bisnis jasa. Membangun dan menjaga kepercayaan serta memberikan nilai kepuasan merupakan prinsip utama berbisnis. Berdasarkan fakta, perguruan tinggi harus dapat mengelola sumber daya untuk memenuhi harapan mahasiswa. Adapun kajian dalam penelitian ini untuk mengetahui pengaruh bauran pemasaran jasa dan citra terhadap kepuasan secara parsial maupun simultan. Bauran pemasaran jasa digambarkan oleh produk, harga, saluran distribusi, promosi, orang yang terlibat dengan perusahaan, lingkungan fisik, dan proses. Citra terdiri atas reputasi, tradisi, dan identitas perguruan tinggi. Kepuasan mahasiswa ditandai dengan adanya hasrat pembelian ulang, rendahnya hasrat mengajukan keluhan, merekomendasi ke orang lain, adanya rasa bangga, dan berusaha tetap mematuhi peraturan. Populasi dalam penelitian adalah mahasiswa Universitas Nusantara PGRI Kediri. Sampel penelitian sejumlah 81 mahasiswa dengan teknik proportional stratified sampling. Data dikumpulkan melalui angket dengan teknik analisis regresi linier berganda. Hasil penelitian ini membuktikan apabila bauran pemasaran jasa dan citra berpengaruh signifikan secara terpisah maupun bersama-sama terhadap kepuasan.

THE EFFECT OF SERVICE QUALITY AND MARKETING MIX STRATEGY ON SATISFACTION AND LOYALTY OF KPR CUSTOMERS AT PT. BANK CENTRAL ASIA, TBK. MAKASSAR BRANCH

This study aims to know and to analyze the effect of service quality strategy, marketing mix strategy on Household Loan Credit (KPR) customer satisfaction, the influence of service quality and marketing mix strategy on KPR customer loyalty, the effect on satisfaction on KPR customer loyalty, service quality strategy and marketing mix strategy on customer loyalty through KPR customer satisfaction at PT. Bank Central Asia Tbk Makassar Branch. To achieve these objectives, techniques of collecting data carried out through observation and distribution questionnaires by using data analysis techniques, namely descriptive analysis, validity and reliability testing, assumption classic tests, and path analysis. The results of this study proved that the service quality strategy and marketing mix strategy gave a positive and significant effect on customer satisfaction. Service quality strategy and marketing mix strategy gave a positive and significant influence on customer loyalty, the customers' satisfaction has a positive and significant effect on customer loyalty, customer satisfaction could mediate the effect between service quality strategy and marketing mix strategy on increasing customer loyalty at PT. Bank Central Asia, Tbk. Makassar Branch.

MODEL OF DEVELOPMENT OF QUALITY OF HIGHER EDUCATION SERVICES IN IMPROVING STUDENT SATISFACTION (STUDY AT MUHAMMADIYAH UNIVERSITY MALANG)

The initial research that has been conducted aims to know the quality of college education services and know the possible quality of college education services to improve student satisfaction. In further research that has been conducted aims to determine the concept model of development of quality education services to improve student satisfaction, and create operational standards procedures (SOP) quality services education services that can be done to improve student satisfaction. In the initial study, the data collection technique used was questionnaire distributed to 255 respondents, with purposive sampling. The criteria used are active students, at least semester 3 in the Management Study Program. For further research is used focus discussion group to key person, namely faculty leaders and study programs, using quota sampling. Based on the results of the scale range obtained results, reliability, responsiveness, assurance, empathy, and physical evidence in the category of good. Based on the results of logit regression: simultaneously the dimension of service quality affects student satisfaction, while partially affecting student satisfaction is the conformity of curriculum and materials taught to the needs of students, assignments provided useful, academic supervisors have adequate competence, the existence of unit / insurance for students, care and special daily from lecturers / instructors to students who have academic difficulties, academic supervisors open consulting services for students, neatness and sympathetic lecturers / instructors, and academic officers. Based on the results of discussions with key persons, to improve student satisfaction, need to be improved and developed marketing mix of services through the resulting services, process, distribution, people, physical facilities.

Evaluasi Pemilihan Penyedia Jasa Truk Angkutan Barang Menggunakan Metode Simple Additive Weighting

This study aims to determine the priority of freight truck service providers at PT. XYZ by using the simple additive weighting method. Data collection techniques using interviews and documentation study. The criteria for selecting a freight trucking service provider uses the dimensions of the service marketing mix. Based on the results of the study that the freight truck service providers selected to be the first choice priority of the three existing service providers are Chess Prime Trans, followed by MGM Bosco Logistics as the second choice, and PT. Indo Partner Logistics as a third choice.

Cleaner operations in hotels: Recommendation for post-pandemic green recovery

Although the extant studies had examined the impact of green marketing, limited research has focused on green marketing as an attempt of cleaner production. This paper contributes to green marketing and cleaner production literature by introducing “clean service marketing” through adaptation of cleaner production onto the expanded green service marketing mix (people, physical evidence and process). The study further contributes to the literature by investigating the possible influence of clean service marketing in providing health value, enhancing social-quality performance and good differentiation advantage. The authors adopted a mixed-method study by systematic review and survey questionnaire to collect data. A systematic review was conducted to address the research question “Do firms’ green approaches provide health value to its stakeholder? While 101 sets of questionnaire were distributed to the managers of the selected three-to-five stars hotel and resort in Malaysia to confirm the proposed hypotheses. Partial Least Square-Structural Equation Modeling was employed for quantitative data analysis, and SmartPLS 3.2.8 software was performed to analyze the data obtained. The results of the synthesis analysis addressed the research question that firms or any practitioners by going green could either improved human’s health or perceived health. The result of the quantitative analysis revealed that only the green process is positively related to social-quality performance. In contrast, green people, green physical evidence and green process were found all positively related to differentiation advantage. With regards, the authors strongly recommend hotel and resort firms taking green as a “clean” approach for hotels’ post-pandemic recovery.

Factors That Influence Consumer Decision in Wedding Vendor Selection

The purpose of this study is to analyze consumers' perceptions of wedding vendors to the current marketing mix of services, reference groups, and purchase decisions. Analyze the effect of the services marketing mix and reference group on the purchase decision. Formulate an effective marketing strategy for wedding vendors in influencing consumer purchasing decisions. 208 people of samples, with purposive sampling. Analytical tools use descriptive analysis, SEM-PLS, and IPA. Consumer perception of service marketing mix and purchase decision is a good category, while the reference group is in fair category. Services marketing mix has a significant positive effect on the purchasing decisions of the wedding vendor, while the reference. group has. no significant effect on the purchasing decisions of the wedding vendor.Marketing strategies that can be improved to improve purchasing decisions so that is following the priority indicators that have a high level of importance, but have a level of performance that is still below average.

Developing a New Segmentation Typology for Telecom Service Users With the Motivated Consumer Innovativeness (MCI) Scale

What motivates consumers to become innovative is an important phenomenon in consumer behavior and is gaining special attention through the concept of motivated consumer innovativeness. The present study is an attempt to create a new segmentation typology for telecom services incorporating social, functional, hedonic, and cognitive motives for classifying a target population into more meaningful homogenous groups through cluster (K-means) analysis. Results of a single cross-sectional survey indicate creation of three distinct consumer segments: logical thinkers, experiencers, and value-driven users in mobile telecom services. The study offers useful implications on developing telecom service marketing mix for successful diffusion and adoption of innovation.

STRATEGI PEMASARAN DESA BRAJAN MENUJU DESA WISATA MANDIRI

The objective of this research is to identify the existing business model implemented by Brajan Tourism Village by using Business Model Canvas (BMC) approach in order to develop a new business model after being analyzed by the SWOT analysis. SWOT analysis uses to identify the condition of internal factors based on the marketing mix of services and the conditions of external factors based on economic, environmental, political, socio-cultural, and technological conditions. The result shows that the condition of this tourism village has many strengths and some opportunities that have not been utilized. Thus, the formulation of strategies that can be applied is SO strategy, such as developing tourism products according to tourist interest trends, collaborating with tourism influencers as a promotion tool through social media, and increasing the quality and quantity of tourist facilities. The strategy should be implemented to develop a new business model for the Brajan Tourism Village in order to become an independent tourism village. Keywords: tourism village, marketing strategy, SWOT, business model canvas, Brajan