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You searched Library Catalogue - Title: Elementary fluid mechanics
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Call Number (WOU)
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SP CEMBA 2017 50
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Author
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Ong, Sham Enn
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Title
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Study on the relationship between customer satisfaction and marketing mix : case study at KFC Setia Tropika / Ong Sham Enn.
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Abstract
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It is important for marketers to understand the importance of reactively adapting to customers through the marketing concept. The objective of this manuscript is to find out customer priority among marketing mix elements that give customer the ultimatum customer satisfaction. Literature review support the theory that marketing mix strategy has significant impact on customer satisfaction. This quantitative study want to comprehensively examine mediation influence of service quality on the relationship between marketing mix and customer satisfaction for customers in fast food outlet at KFC Setia Tropika. The population for this research was identified as customers from the fast food outlet, resulting in 60 individual surveys for analysis. The findings supported they hypothesis that there is no mediation effect for service quality between the marketing mix strategy and customer satisfaction. The result also identified the predictors of marketing mix and customer satisfaction on the customer loyalty.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Customer satisfaction.
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Subject
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Marketing.
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