Investigating the impact of services marketing mix on brand loyalty and brand image using the PLS-SEM Approach

In this article the researcher aims to literature the impact of services marketing mix on brand loyalty and brand image, by understanding the impact of both brand loyalty and brand image on Services marketing mix, the article finds that Marketing Strategy encompasses selecting and analyzing the target market/s and creating and maintaining an appropriate marketing mix that satisfies the target market and the organization. According to our model, marketing mix strategies are influenced by the company’s marketing mix decisions while marketing mix decisions are influenced by the regional market environment, demand and size, and cultural differences of the country. The literature review indicated that existing research focused on Brand Loyalty, brand, and Image in general within the Telecom Sector. Therefore, this thesis examines whether the Services Marketing Mix Impacts Brand Loyalty and Brand Image in Telecom Industry.



Keywords: Services Marketing Mix, Mobile Customer-based brand Equity, Brand Image, Brand Loyalty.

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