The intensely competitive environment existing in various sectors makes it vital to achieve customer satisfaction in order to survive in the long term. Obtaining customer satisfaction is considered nowadays as a key priority for brand success and performance. This is because customer satisfaction is the foundation for building and maintaining loyalty, trust, and long-term relationships with customers. To build greater customer satisfaction, firms should have the knowledge about the level of satisfaction that customers hold toward their products and services and provide them with differential values. This article examines the impact of three marketing factors, namely social media marketing, price promotion, and CSR on customer satisfaction in the fast-food industry.
Social media channels have appeared as the foremost convenient digital communication medium through which several consumers can learn, share information, and directly interact with business stakeholders. Such exchanges have provided companies with several advantages represented by cost effectiveness, increased brand awareness, improved brand recognition, higher customer loyalty, and greater profit margins. Secondly, Price promotion is widely accepted as a common marketing practice or tool for reaching larger number of customers through maximizing sales offers. Thirdly, CSR incorporates economic, ethical, discretionary, and legal anticipations of a society toward the company which can be viewed not only through the contributions for the sake of the business, but also for the welfare of the society at large.
The findings of this study indicate that in order to succeed in the current business environment that is seen as competitive and challenging, it is important to put significant emphasis on programs that are in favor of the society as well as customers.
Customer satisfaction is one of the main topics in marketing that received large attentions from several scholars and practitioners. Satisfied customers tend to be the driving force for brand success and building sustainable competitive advantage; therefore, looking at the antecedents of customer satisfaction is deemed to be very important. This article is designed to examine the effects of social media marketing, price promotion, and corporate social responsibility on customer satisfaction in the fast-food industry. The data were collected using a survey instrument from 293 customers of international fast-food restaurants in east coast Malaysia. To analyze the collected data and reach at conclusions, SPSS and structural equation modeling (AMOS) were utilized. The findings revealed that social media marketing and price promotion have significant effects on customer satisfaction. Moreover, the findings revealed that corporate social responsibility has a significant positive impact on customer satisfaction.
Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer Satisfaction
Jalal Rajeh Hanaysha
First Published September 13, 2017
From Jindal Journal of Business Research