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Abstract

The primary purpose of this study is to find out the influence of marketing
mix on customer satisfaction toward Myanmar Plaza shopping center. The primary and secondary data was gathered using convenience sampling method by distributing questionnaires to 384 respondents. Then, the data was analyzed using analytical method. It is found that the results of correlation revealed that marketing mix (7Ps) have positive relationship with the customer satisfaction. It is proven that the 7Ps marketing mix of price, promotion, people, process and physical evidence have significant influence on customer satisfaction toward Myanmar Plaza shopping center in Yangon. The rest of product and place of the 7 Ps do not have significant influence on customer satisfaction of Myanmar Plaza Shopping Center individually. According to the results, the business should emphasis more of the marketing mix for the organization success.

Author: OHNMAR