Author(s): Asiamah Yeboah
Regardless of the considerable studies on the relationship between the marketing mix elements and customer satisfaction, somewhat insufficient consideration has been given to understanding the mechanisms through which marketing mix strategies influence customer satisfaction. This study sought to examine the relationship between the marketing mix and customer satisfaction while investigating the mediating role of local presence in a fast-moving consumer goods market. Convenience sampling was employed to collect data from 200 customers, and analysed via path analysis of structural equation modelling. Results show that product, price, and place had significant direct effects on customer satisfaction, but promotion does not. Again, product and promotion had significant direct effect on local presence. Unexpectedly, local presence failed to mediate the relationships between the marketing mix and customer satisfaction. This non-significant mediation is the notably theory advancement of the study. It shapes theory by indicating that local presence is not a common interpretative mechanism.