Recently, companies have been releasing many customized products that cater to individual personalities, tastes, and lifestyles in order to maximize customer satisfaction, and they are also providing a variety of services that consider individual tend...
Recently, companies have been releasing many customized products that cater to individual personalities, tastes, and lifestyles in order to maximize customer satisfaction, and they are also providing a variety of services that consider individual tendencies and situations for after-sales service. Marketing is evolving to meet these customer needs and to increase economic performance related to maximizing profitability and customer management.
Therefore, this study surveyed nationwide consumers who have experience using LG Electronics' white goods to examine whether the active adoption of the marketing 4Ps by companies affects customer satisfaction, brand awareness, and product repurchase intentions, which are attitudes of consumers, and to empirically analyze their relationships. The results of the analysis are as follows: all of the 4Ps of marketing, including product, price, promotion, and place, were found to have a significant positive impact on the perception of design and after-sales service of white goods and the positive change in consumer attitudes. The perception of LG Electronics' white goods was found to have a mediating effect on the marketing mix (4P) and consumer attitudes (customer satisfaction, brand awareness, and product repurchase intentions).
Based on these research results, the following implications can be expected: First, companies should use the 4Ps of marketing, including product, price, promotion, and place, appropriately for their own products and services to maximize customer satisfaction when experiencing products and services, and lead them to become loyal customers. Second, when conveying marketing academically, it is necessary to go beyond the theoretical concept of marketing and use examples of actual cases applied by companies to raise awareness of the importance of marketing for students and consumers, and to promote the development of marketing. Third, this study is meaningful in that it studied the marketing mix and brand awareness. Companies should increase awareness of their product names as well as brand names, so that consumers can immediately recall and recognize the brand when they hear the product name. Moreover, companies with low awareness should collaborate with famous or positively perceived companies to increase consumer awareness and have a direct positive impact on purchase rates.