THE EFFECT OF THE 7Ps OF THE MARKETING MIX ON AIR FREIGHT CUSTOMER SATISFACTION AND REPURCHASE INTENTION

Abstract

The purposes of this study were to explore the relationship between the marketing mix’s 7Ps (product, price, place, promotion, physical evidence, participants/people, and process) and customer satisfaction, and then customer satisfaction’s relationship to customer repurchase intention for air freight services.  Questionnaires were utilized in this study.  Data were analyzed using SPSS software to analyze all hypotheses.  As a result, hypotheses on product, promotion, physical evidence, participants/people and customer satisfaction were supported, whereas price, place and process were rejected.  The focus company, a freight forwarder, can use these results to understand the shortcomings of their business, in terms of the marketing mix’s 7Ps, in order to better their customer service, improve customer satisfaction, and increase customers’ repurchase intention.