International Journal of Research Studies in Management
CollabWritive Special Issue
2023 Volume 11 Issue 8
Available Online: 25 August 2023
Author/s:
Ji, Zhihao
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
Marketing strategy and customer satisfaction play a critical role in improving business performance. A well-crafted marketing strategy can help businesses to reach their target audience, build brand awareness, and generate leads. Customer satisfaction, on the other hand, can help businesses to retain customers, increase sales, and boost profits. This study determined the marketing strategy, customer satisfaction and business performance of one automobile manufacturer in China. Specifically, determined the marketing strategies in terms of product, price, promotion, place and people; assessed the level satisfaction in terms of product and services and delivery; determined the business performance of the automobile company in terms of financial, growth and innovation performance; analyzed the significant relationship between marketing strategies, customer satisfaction and business performance; and to develop framework for customer loyalty. The researcher employed both qualitative and quantitative design, used a modified questionnaire as data gathering tool. The study’s findings are consistent with other studies that have found a positive relationship between marketing strategy and customer satisfaction. These studies suggest that businesses that develop strong marketing strategies can improve customer satisfaction and business performance.
Keywords: marketing strategy, customer satisfaction, business performance, customer loyalty
DOI: https://doi.org/10.5861/ijrsm.2023.1097
Cite this article:
Ji, Z. (2023). Marketing strategy, customer satisfaction and business performance of one automobile manufacturer in China: Basis for customer loyalty framework. International Journal of Research Studies in Management, 11(8), 63-75. https://doi.org/10.5861/ijrsm.2023.1097