Influence of the 4C’s Marketing Strategy on Consumer Satisfaction and Repurchase Intention: A Case Study of the Bullet Jellyfish Industry in Mueang District, Songkhla Province

Abstract

          This study examined the influence of the 4C’s marketing strategy on consumer satisfaction and repeat purchase behavior regarding bullet jellyfish in Mueang district, Songkhla province. The objectives of the research were: (1) to investigate consumers’ opinions toward the 4C’s marketing strategy; (2) to study the level of consumer satisfaction and repeat purchase of bullet jellyfish; (3) to study the 4C’s marketing strategies influencing consumer satisfaction and repeat purchase; and (4) to investigate the influence of consumer satisfaction on repeat purchases of bullet jellyfish. This research employed a quantitative approach. Data were collected using an online questionnaire administered to 400 consumers previously purchasing the bullet jellyfish and residing in Songkhla province. The statistical techniques used for data analysis included frequency, percentage, mean, multiple correlation analysis, and multiple regression analysis.

           The findings revealed that: (1) overall consumer opinions toward the 4C’s marketing strategy were at a high level; (2) overall consumer satisfaction and repeat purchase intention were also at a high level; (3) components of the 4C’s marketing strategy namely customer needs, consumer cost, and marketing communication had a positive and significant influence on consumer satisfaction; and (4) customer needs, consumer cost, ease of purchase, and consumer satisfaction had a positive and significant influence on repeat purchase behavior. The results suggested that entrepreneurs in the seafood processing industry could apply these findings as guidelines for product development, cost determination, expansion of marketing channels, and effective marketing communication aligning with target consumer behavior. Such strategic alignment would enhance customer satisfaction, encourage repeat purchases, and contribute to long-term and sustainable profitability.