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Abstract

This study investigates the influence of the marketing mix (4Ps—Product,
Price, Place, Promotion) on customer satisfaction at Third Story Children’s Book (TSCB), a social enterprise in Myanmar. Using a quantitative approach, data was collected from 70 online customers through structured questionnaires. Results indicate that product quality and accessibility (place) are the most significant factors driving customer satisfaction, with strong positive correlations. Customers highly value the books’ educational content, cultural relevance, and ease of access, while pricing and promotional efforts have a comparatively lesser impact. The findings suggest that TSCB should continue prioritizing high-quality, culturally relevant books and improve distribution channels to enhance customer satisfaction. Additionally, strategic pricing adjustments and more engaging promotional campaigns could further strengthen customer loyalty. These insights provide actionable recommendations for TSCB to optimize its marketing strategies, ensuring it meets customer expectations while advancing its mission of promoting literacy and social change through
children’s literature.

Author: THANT ZIN SOE