STUDY THE EFFECT OF MARKETING MIX ON CUSTOMER SATISFACTION OF ART PRODUCTS (CARPET) AND PRIORITIZING THEM

Nowadays, competitiveness in the business world has changed the role of customers to become a key element of any organization. It is commonly stated in customer satisfaction literature that managers of companies are aware that they cannot remain competitive in the market if they are no longer able to attract more customers. In a sense, they must be able to identify the needs of customers because if customers’ expectations are met, they will be attracted and satisfied with the product or services provided. Recent research has illustrated that influencing factors of customer satisfaction, are no longer applicable in attracting customers. Hence, it is crucial to discover different ways to introduce the elements that affect customer satisfaction. For this purpose, companies are attempting to find new elements that would enable them to meet their customers’ needs and wants, which will lead to customers’ satisfaction. The researcher considered marketing mix factors as a group of elements that have a pivotal role in supporting customer satisfaction. This study relied on quantitative methods to find the effect of marketing mix elements on customer satisfaction. In order to test the hypotheses, a probability sample comprising 384 customers from people who have carpets in Mashad was chosen. The research revealed that marketing mix dimensions are applicable in order to achieve customers’ satisfaction. The results also illustrated that marketing mix dimensions meet customers’ needs. Even though according to prioritizing the elements of marketing mix product, place, promotion and price have effect on customer satisfaction of carpet customers.