Applying 4C’s Marketing Strategy Leading to Bookstore Customer Satisfaction

Main Article Content

Ousanee Sawagvudcharee

Abstract

           The purpose of this study is to study the importance of applying 4C's marketing strategy that lead to the satisfaction of bookstore customers due to the fact that doing business is very competitive nowadays. This includes the bookstore business. It is necessary to consistently focus on the satisfaction of each group of customers. Because it helps to understand the feeling of customers when they get from buying products and services with different expectations at different times and levels.  The researchers designed this study as a quantitative research. The questionnaire was used as a tool to collect data from a sample of 400 people using the Cochran formula to calculate the sample population of bookstore customers and using a statistical tool, called Chi-Squared, to test the hypothesis. This study will bring benefits to your own business, especially to create satisfaction, generate sales and profits. Hence, the application of 4C's marketing strategy from this study can be used as a guideline for using marketing strategies that are suitable for the situation of the bookstore business in the future.

Article Details

How to Cite
Sawagvudcharee, O. (2023). Applying 4C’s Marketing Strategy Leading to Bookstore Customer Satisfaction. Journal of Humanities & Social Sciences (JHUSOC), 21(2), 261–278. https://doi.org/10.14456/jhusoc.2023.25
Section
Research Article

References

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