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Abstract

This study aims to analyze the effect of the marketing mix (4P’s) on customer satisfaction at DKSH Company Ltd. and to examine how customer satisfaction influences sales growth. Both primary and secondary data are used. Primary data is collected through structured questionnaires, while secondary data includes previous studies, textbooks, journal articles, and DKSH’s sales and operational reports. A total of 200 completed questionnaires provide usable data for analysis. Results show that among the marketing mix elements—product, price, people, and physical—each has a significant positive impact on customer satisfaction. Additionally, customer satisfaction positively affects sales growth at DKSH. These findings help DKSH understand key factors driving customer satisfaction within the 4Ps, which can be leveraged as marketing tools to attract more customers and boost sales growth.

Author: LWIN KO MYINT