Mediation Effect Of Customer Satisfaction Between Promotion Mix Elements And Customer Buying Behavior In Education Sector Of Ethiopia
Present investigation conducted to check the mediation effect of customer satisfaction between promotion mix elements and customer buying behavior in education sector of Ethiopia. The researchers employed mixed method research strategy and cross sectional sequential explanatory research design. In addition to this, archival data was collected from the educational universities public relation offices. Sampling method used was purposive and simple random sampling to get the sample from the targeted population. Lastly, AMOS version 26 and SPSS vs22 were used for data analysis. The Kaiser-Meyer-Olkin test was used to measure of sampling Adequacy. Mahalanobis' distance (MD) as a statistical measure based on a chi-square distribution was employed to check the extent to which cases are adjusted with multivariate outliers. SEM model fitness results showed the complete mediation i.e the entire (or total) effect of Promotion Mix Elements on a Customer Buying Behavior is transmitted through Customer Satisfaction. Thus, the Promotion Mix Elements have no direct effect on the Customer Buying Behavior; rather, its entire effect is indirect. Thus, mediation role of Customer Satisfaction was really happening in a given model, but the total effect is significant simply because the sample size is very large, or assumptions for the test of the total effect were met.
Belch, G.E. and Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective, 8th ed., pp. 19, Irwin/McGraw-Hill, New York.
Bintu (2017). Advertising and Promotion: An Integrated Marketing Communication Perspective. (6th Ed.) New York. Irwin
Drucker (2012). In-Store Promotional Mix and the Effects on Female Consumer Buying Decisions in Relation to Cosmetic Products, International Journal of Management, Economics and Social Sciences 2016, Vol.5(2), pp. 35 – 56.
Ibrahim (2018), the influence of brand image and promotional mix on Consumer buying decision, Southwestern University Nigeria, OkunOwa, P.M.B. 2088, Ijebu Ode, Nigeria, British Journal of Marketing Studies, 3(4),97-109.
Ibrahim, A. N., Zakaria, N. A. M., Kamaruddin, M., Mud, N. N. N., & Rahman, R. A. (2018). The Effectiveness of Promotion Strategy Influence Organizational profitability of Menara Optometry. International Journal of Academic Research in Business and Social Sciences, 8(8), 756-762.
Jang & Moutinho (2018). ‘The Psychological Impact of Advertising on the Customer Behavior’, Communications of the IBIMA, 3(1), 1-10.
Jang, S., & Moutinho, L. (2019). Do price promotions drive consumer spending on luxury hotel services? The moderating roles of room price and user-generated content. International Journal of Hospitality Management, 78, 27-35.
Khan, M., Tanveer, A., & Zubair, D. S. S. (2019). Impact of sales promotion on organizational profitability: a case of modern trade, Pakistan. Impact of sales promotion on organizational profitability: a case of modern trade, Pakistan. Governance and Management Review, 4(1), 38-53.
Kothari, C.M. (2017): Research Methodology. Methods and Techniques. New Delhi: New Age International (P) Limited.
Kotler, P. (2000) Principles of marketing: prentice- Hall, Inc., N.J.
Kotler, P. (2018). Marketing Management 12th edition.Prentice hall Inc. Koyade, O. (2014).Marketing Communications 1‟st edition.Ventus publishing Aps.
Liu et al, R. (1932). A Technique for the Measurement of Attitudes. Archives of
Psychology, 140, 1–55. Accessed 9/02/2015
Liu, Q., Zhang, X., Huang, S., Zhang, L., & Zhao, Y. (2020). Exploring consumers’ buying behavior in a large online promotion activity: The role of psychological distance and involvement. Journal of theoretical and applied electronic commerce research, 15(1), 66-80.
Mohammed Shaffril (2021), The Effect of Promotion Practices on Consumer’s Purchase Decision: The Case of Some Selected Real Estates in Addis Ababa, Ethiopia Journal of Business and Administrative Studies (2020), 12 (1), 33-44.
Munyole, B. (2017). Lack of attribute search ability: some thoughts, Psychology and
Marketing, 21(6), 443-62.
Muthengi, W. M. (2018). The role of personalization in service encounters. Journal of Retailing, 72 (1) 95-109.
Paguntalan, L. C. (2020). The effectiveness of marketing strategy of pharmaceutical companies in the Philippines: the sales force perspective. Asian Journal of Research in Business and Management, 2(1), 1-10.
Saguti, A.K., and Ali, M. Y. (2006).‘Mediated effects of export promotion programs on firm export performance’. Asia Pacific Journal of Marketing and Logistics.18 (2). pp. 93-110.
Shaw & Bogozz, G. (2018). ‘Impact of Television Advertising on Buying Behavior of Women Consumers [With special reference to FMCG Products] Chandrapur city’, International Journal of Business and Management Invention, 2(3), 31- 38.
Shaw, S. D., & Bagozzi, R. P. (2018). The neuropsychology of consumer behavior and marketing. Consumer Psychology Review, 1(1), 22-40.
Yang, D. J., & Lee, C. W. (2016). In-store marketing strategy and the effects on female consumer buying decisions in relation to cosmetic products. International Journal of Management, Economics and Social Sciences, 5(2), 35-56.
How to Cite
Copyright (c) 2022 International Journal of Islamic Business and Management Review
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.