Optimization of Marketing Strategy of Laundry Industry Based on Customer Feedback Information
DOI:
https://doi.org/10.52152/22.2.293-392(2024)Ključne besede:
7Ps theory • consumer loyalty • structural equation model • laundry industry • influence mechanismPovzetek
This research delves into the laundry industry, incorporating consumer satisfaction as a mediating variable into the analytical framework by leveraging the 7Ps marketing theory. Through the application of Structural Equation Modeling (SEM), it systematically investigates the influence mechanisms of the seven 7Ps dimensions—Product, Price, Place, Promotion, People, Process, and Physical Evidence—on customer loyalty, comprehensively analyzing direct impact effects and indirect action pathways transmitted through satisfaction. The study employs a questionnaire consisting of 30 items to carry out data collection, covering the full range of 7Ps dimensions, consumer satisfaction, and loyalty indicators (repurchase intention and word-of-mouth behavior). The results of statistical analysis and reliability-validity tests show that the Cronbach's α coefficients of all dimensions exceed 0.8, demonstrating remarkable internal consistency. The Bartlett's test of sphericity and exploratory factor analysis further validate the structural validity of the questionnaire. The analysis of the structural equation model indicates that the 7Ps marketing mix has a significant direct impact on customer loyalty. It is worth noting that the Process and Physical Evidence dimensions play a key driving role in the marketing mix, among which the Physical Evidence elements have the strongest influence effect on consumer satisfaction. Based on the above findings, the research proposes multi-dimensional optimization strategies for enterprises: streamlining service processes to enhance operational efficiency and constructing a sound information feedback mechanism and standardized problem-solving procedures; optimizing the accessibility of store locations and the usage experience of online channels, and strengthening the quality control system for pick-up and delivery services; paying attention to investments in lobby environment design, equipment maintenance, and packaging aesthetics to fully exert the promoting effect of Physical Evidence on satisfaction; adopting systematic strategies to synergistically optimize each dimension of the 7Ps, enhancing customer loyalty through cultivating synergistic effects, and assisting enterprises in building a sustainable competitive advantage.
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