Examining the Correlation between Marketing Mix Elements and Customer Satisfaction in Motorcycle Stores

Abstract

This study examined the relationship between marketing mix elements and customer satisfaction in motorcycle stores. Using the 7Ps framework—product, price, place, promotion, people, process, and physical evidence—as independent variables, and customer satisfaction indicators such as sales and marketing, financing, and after-sales services as dependent variables, a descriptive-correlational design was employed with 232 respondents. Data were collected through a validated survey and analyzed using descriptive statistics and Pearson correlation. Results showed that all marketing mix elements were rated high to very high, with physical evidence and place receiving the highest satisfaction scores. Financing emerged as the most positively rated satisfaction factor. Correlation analysis confirmed significant relationships between key marketing mix elements—particularly physical evidence, people, and process—and customer satisfaction. The findings underscore that optimizing the marketing mix is crucial for enhancing customer experience and loyalty, offering valuable insights for advancing marketing and customer satisfaction research.