TY  - JOUR
TI  - Traditional marketing mix helps clothing store brands analyse service value and increase customer retention
AU  - Othman, Bestoon
T2  - Industria Textila
AB  - This study sought to determine how the conventional marketing mix might assist low-cost clothes in assessing the value
of their services and increasing client retention. Due to this shortage, contemporary authors have suggested introducing
an additional crucial aspect, namely after-sales support, while studying the service marketing mix (SMM) for “cheap
clothes”. This study examined and included one new dimension of the service marketing mix instead of the conventional
7 P's of SMM. In this study, the effects of SMM cloths on service quality and client retention in Hubei Province were also
examined. These effects included advertising, place, people, product, pricing, process, physical evidence, and after-
sales service. Clothing Store brand providers from “Hubei Province” compete with one another in a crowded market
since there are so many new entrants selling and providing comparable goods and services. Retention consequently
becomes an issue. Surveys with different persons in various positions, such as professors, PhD students, MSc students,
and BSc students of various nationalities, were done, and data was obtained using the convenience sample technique.
In “Hubei Province”, the sampling technique was utilized to gather information from clothes whose guests had ever
stayed in low-cost Hubei Province clothes. The Partial Least Square Method was utilized to evaluate the data from the
385 valid questionnaires that were obtained for this investigation. The results showed that both directly and indirectly,
through service value, the service marketing mix had a considerable beneficial impact on customer retention. This study
will be valuable to the low-cost Cloth sector since it will clarify the role that marketing mix strategies have in sustaining
long-term client connections.
DA  - 2024/08/29/
PY  - 2024
DO  - 10.35530/IT.075.04.2023104
DP  - DOI.org (Crossref)
VL  - 75
IS  - 04
SP  - 422
EP  - 433
SN  - 12225347
UR  - https://www.revistaindustriatextila.ro/images/2024/4/005%20BESTOON%20OTHMAN%20INDUSTRIA%20TEXTILA%20no.4_2024.pdf
Y2  - 2024/09/06/15:50:21
ER  -