期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2022
卷号：12
期号：1
页码：2270-2276
DOI：10.6007/IJARBSS/v12-i1/12196
语种：English
出版社：Human Resource Management Academic Research Society
摘要：This paper seeks to discuss the role of marketing mix 4Ps model (product, price, place and promotion) on the relationship with customer loyalty among Malaysia smartphone users. Smartphone have become almost inseparable in today's digital world. This growth is being stimulated by a variety of factors including social distancing, affordable price, trending lifestyle, more usage of smartphone capabilities, aggressive marketing campaign and robust business strategies by smartphone brands. This paper recommended that all of the marketing mix variables namely; product, price, place, and promotion, have positive significant with customer loyalty specifically among smartphones users in Malaysia. Thus, companies will be required to embrace the variables that, in turn, will enable them to develop effective and efficient plans that incorporate the criteria described in order to increase customer loyalty.
