| Title: | The Impact of 4Ps on Customer Satisfaction : A Case Study of Nanning Walmart Supermarket |
| Author: | Lin Xiyue |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | Finance and Accounting |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.1479-1490) Click PDF |
Abstract
From the perspective of marketing management, this study employed and a quantitative method to explore the impact of the 4Ps of Nanning Walmart Supermarket’s marketing strategy on customer satisfaction. The specific research objectives were as follows: 1. To examine the impact of product variety richness, quality level, and brand awareness in the product strategy on customer satisfaction. 2. To examine the impact of price rationality, number and intensity of discount activities in the price strategy on customer satisfaction. 3. To examine the impact of store location convenience, shopping environment comfort, and service facility completeness in the channel strategy on customer satisfaction. 4. To examine the impact of promotional activity richness, publicity effects, and membership system attractiveness in the promotion strategy on customer satisfaction.
The research results indicate that Nanning Walmart Supermarket’s marketing strategies exert a significant positive impact on customer satisfaction, and the specific suggestions are as follows: 1. Enrich product categories, add characteristic and niche categories according to local needs, control quality, and deepen cooperation with well-known brands; 2. Establish a price monitoring and adjustment mechanism, compare with competitors’ prices, optimize discount activities, and increase the discount intensity of people’s livelihood commodities; 3. Reasonably plan store layout, improve shopping environment, perfect service facilities, and reduce queuing time; 4. Enrich the promotional activities, strengthen publicity and promotion, optimize the membership system, and enhance the attractiveness of promotion.
Keywords: marketing strategy, 4Ps theory, customer satisfaction, Nanning Walmart Supermarket
6717195027 Lin Xiyue, 2568 (2025). Advisor: Dr. Zhang Li, สารนิพนธ์ (Independent Study), The Impact of 4Ps on Customer Satisfaction : A Case Study of Nanning Walmart Supermarket , นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Finance and Accounting, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
