THE INFLUENCE OF MARKETING MIX (7PS) TOWARD CUSTOMER SATISFACTION (A CASE OF VIETTEL COMPANY IN HA NOI CITY)

Abstract

This research analyzes the influence of marketing mix 7Ps which are product, price, place, promotion, people, process and physical evidence toward the customer satisfaction of telecommunication company: A case study Viettel Company in Viet Nam. A survey was conducted on 100 respondents who have been using service and product of Viettel Company. Data analysis technique used is multiple linear regression with least squares equation and test hypothesis using classical assumption test, t-test and F-test with significance level of 5% The result indicate that the variables promotion, process and physical evidence significantly positive effect to the customer satisfaction of Viettel. Coefficient of determination of all independent variables toward dependent variable in this study of 96.1% while the remaining is 3.1% be affected by other factors not in clued in this research model.