The Effect of Marketing Mix on Customer Loyalty towards Mobile Service Providers in Yangon

The objective of this study is to analyze the effect of marketing mix factors on customer satisfaction and the relationship between customer satisfaction and customer loyalty. The study scope is limited to focu8ing on three. service providers such as MPT, Ooredoo, and Telenor. The primary data are collected from 270 respondents - 90 respondents are primary users of MPT, another 90 are primary users of Telenor, and the rest 90 are primary users of Ooredoo. The survey was conducted in Mingalar Taung Nyunt Township. The 30 mobile SIM card and rechargeable card sellers from this township are randomly selected. Then, 10 out of 30 are selected to collect the data for MPT primary users, next 10 are selected for Telenor primary users and the last 10 are for Ooredoo primary users. Systematic sampling method is applied. Every 10th buyer (either for SIM card or for rechargeable card) is identified as respondent. If the selected buyer is not the respective service provider' s primary user, the next one is approached again. When 9 respondents from each shop have been asked questions, survey reached desired 270 respondents. Personal interview method is applied to collect data from them. As the research instrument, structured questionnaire is used. From analysis on survey data, it is found that most of the respondents are satisfied with all aspects of service provided by Ooredoo and Telenor. There is a significant effect of product, process and physical evidence marketing factors on customer satisfaction of MPT service. Analysis on service provider Telenor showed that the effect of product, process and promotion is significant on customer satisfaction. Customer satisfaction on Ooredoo depends on place and people factors. For all service providers, the customer satisfaction will lead to customer loyalty. Thus, it can be suggested that MPT should pay relatively more attention to its service quality, process, and physical evidence for customer satisfaction, Ooredoo should emphasize more on availability at many places and its staff's customer service, and T lenor should do more for goodness of service, process and promotion attractiveness