Evaluating the impact of marketing strategy on customer satisfaction through game theory: A mathematical model and empirical research

This study attempts to develop a theoretical model and associated method for researching the impact of marketing strategy on customer satisfaction. It also examines the indirect effects of a marketing strategy on consumer satisfaction via the price and service quality. To clarify, it employs the concept of natural logarithms and the Lagrange function to develop a conceptual model and form an optimal marketing strategy. In addition, the study develops a model based on the conception of game theory to identify the global marketing strategy in a competitive environment. In order to illustrate the viability and contributions of the mathematical model; the empirical research employs the structural equation modeling to test the interrelationships among research constructs. The mathematical and empirical results offer an optimal guideline for a global marketing strategy to provide direction for allocating strategic resources in a competitive environment. The results of the structural equation model support the intermediary roles of price and service quality in the relationship between marketing strategy and customer satisfaction. A coordination-integration strategy can reduce price, and both standardization and coordination-integration strategies can reduce price and enhance service quality and then enhance customer satisfaction in the global service market.