Abstract

Marketing mix elements constitute the first consideration that an organization should formulate before achieving higher profits and a huge growth potential. However, a marketing mix requires a well-planned strategy and highly competent management staff in tackling what the target market wants. Thus, this paper explores the roles of the marketing mix and its initiative to comprehend better customer service satisfaction in an edutainment theme park industry. As a result, this study uncovers that five out of seven indicators significantly influenced customer service satisfaction in the edutainment theme park industry.

中文翻译：

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营销组合要素和客户服务满意度：马来西亚教育娱乐主题公园行业的实证证据

摘要

营销组合要素构成了组织在获得更高利润和巨大增长潜力之前应制定的首要考虑因素。然而，营销组合需要精心策划的战略和高素质的管理人员来解决目标市场的需求。因此，本文探讨了营销组合的作用及其在寓教于乐主题公园行业中更好地理解客户服务满意度的举措。因此，本研究发现，七个指标中有五个显着影响了寓教于乐主题公园行业的客户服务满意度。