The relationship of services marketing mix to customer satisfaction and satisfaction effect on loyalty Case study: Turkish Airline in Algeria

Abstract

The study aims to investigate the nature of the relationship between services marketing mix (7Ps) and customer satisfaction, as well as the resulting impact of satisfaction on customer loyalty. Since the independent variable (7Ps) consists of seven sub-variables: product, price, place, promotion, people, physical evidence and process; we first tested the relation between satisfaction and each element individually. For realizing this study, we chose the Turkish airline in the Algerian market as a case study where quantitative analysis was used based on a survey and a sample of (63) participants. After data collection, we used SPSS for statistical treatment. The research results in a strong positive relation of (0.88) between Algerian customer satisfaction and services marketing mix of Turkish airline. Also (75.5%) of satisfaction is predicted/due to the (7Ps). Despite of the high grade scored in overall satisfaction (3.91 on 5 point Likert scale), that didn’t guarantee Algerian customer loyalty to the company; Whereas up to (62%) of future buying decision could be in favor of the Turkish airline competitors