IMPACT OF MARKETING MIX ON CONSUMER SATISFACTION IN ONLINE CLOTHING. FACTORS AFFECTING SATISFACTION AND REPURCHASE INTENTION FROM CLOTHING ONLINE STORES OF MYANMAR CONSUMERS

      Аннотация: Fashion industry has become one of the attractive industries by mean of generating more employments and revenues. In this competitive industry, it brings new standard of providing more customer satisfaction by building a long-term customer relationship, which leads important factors in achieving the success of sustaining business. Thus, this paper aims to analyze how 7’Ps of service marketing mix affect the customer satisfaction and repurchase intention, and how customer satisfaction impacts on repurchase intention on buying clothing online of Myanmar consumers. Data was collected from actual online shoppers in Yangon, with a response of 634 valid questionnaires. The multiple linear regression method was used to test the statistical results. From the study, we found that product, people, process, and physical evidence have highly statistical relationships with customer satisfaction Likewise, product, price, process, and physical evidence has highly positive correlations with customer repurchase intention. In conclusion, marketing strategies were suggested.

Ключевые слова: Clothing Online Market, 7P’s of Marketing Mix, Customer satisfaction, Repurchase Intention