THE EFFECT OF MARKETING MIX ON CUSTOMER SATISFACTION AT PARTS UNITED GROUP IN YANGON

This thesis aims to identify the effect of marketing mix factors on customer satisfaction and to analyze the customer loyalty on Parts United Group in Yangon. Questionnaires survey is used to collect data from the 120 customers who have buying experience with Parts United Group in Yangon, Bago division and Mon-State. The result shows that among marketing factors, product and place have significant positive effect on customer satisfaction. Moreover, customer satisfaction have significant impact on customer loyalty. According to the result, it is recommended that in order to succeed in tight competitive market, Parts United Group needs to emphasize on product quality and variety and to provide distribution convenient of the customer. These two factors can lead to customer satisfaction and their loyalty