Studying the Impact of Marketing Mix on the Customers’ Satisfaction of Tabriz Iran Khodro Company

Abstract

the aim of present research study, is to investigate impact of marketing mix on the customers’ satisfaction. Present research is among applied researches and its method is descriptive and among descriptive researches, it is of correlation type. Using Alpha Cronbach test, reliability of the questioner was obtained 93% for Tabriz Iran Khodro Company. According to the Kolmogrov -Smirnoff test results, all variables enjoy normal place . According to Pearson Correlation test results, there is a positive and significant relationship among customer’s satisfaction and place, promotion, product and price elements. According to multiple regression test results, direct effect of place factor is 82%, promotion element 77%, product element 68% and direct effect of price element is 55% in prediction of the customer’s satisfaction. From among indexes of place element, spatial place of the representatives, from among indexes of promotion element, having towing and roadside assistance, from among indexes of the product element, warranty period and from among indexes of price element special sales for different occasions played the key role in the customers’ satisfaction