Zeng Xiangyuan
ABSTRACT
This research aimed to assess the extent of implementation of marketing strategies and examine their relationship with customer satisfaction at JT Holdings Company. A mixed-method approach was adopted, integrating quantitative and qualitative techniques. The quantitative phase employed a descriptive–correlational design, while the qualitative phase utilized thematic analysis to explore problems and challenges in the implementation of marketing strategies. Participants included both customers and employees of JT Holdings. Findings indicate that most customer respondents were male, aged 31–40, held postgraduate degrees, and had been customers for 5–9 years. Likewise, most employee respondents were male, aged 31–40, held bachelor’s degrees, and were primarily affiliated with the Research and Development Department. Both customers and employees assessed the company’s marketing strategy implementation as moderate in terms of product and place, high in terms of price, and low in terms of promotion. Correspondingly, customer satisfaction was moderate for product, price, and place, and low for promotion. Significant relationships were found between the implementation of marketing strategies (product, price, place, and promotion) and customer satisfaction across these dimensions. The results also reveal notable challenges in JT Holdings’ marketing strategy. The company struggles to meet expectations for specialized or customized products, exhibits inconsistencies in pricing, and faces limitations in overseas expansion and showroom availability. After-sales service is insufficient, with few service points and limited coverage, while promotional activities remain minimal, reducing customer engagement and market visibility. Overall, the study provides valuable insights into the effectiveness of JT Holdings’ marketing strategies and their impact on customer satisfaction. The findings highlight critical areas for improvement—particularly in product development, pricing consistency, promotional efforts, and after-sales services—offering strategic guidance for strengthening customer engagement and addressing operational challenges.
Keywords: Extent of Implementation of Marketing Strategies, Customer Satisfaction, Product, Place, Price Promotion
https://doi.org/10.57180/pryr6493