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What is Marketing Mix Impact on Customer Loyalty about?

This study examines the impact of the marketing mix on customer satisfaction and loyalty among mobile customers of the Ethiopian Telecommunication Corporation in the Eastern region. Using structural equation modeling and a sample of 344 respondents, the findings indicate that the marketing mix positively influences both customer satisfaction and loyalty, with customer satisfaction also serving as a significant mediator. The research highlights the importance of effectively managing marketing elements to enh

Author

sahilefrahiwot

Language

EN