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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
The Customer’s Satisfaction in Marketing Mix of Guangxi Wuzhou Ou
Shu Liubao Tea Industry Co., Ltd.
LU Boyang, Punnuch Chaipinchana
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DOI:10.17265/2159-5542/2022.06.012
Payap University, Chiang Mai, Thailand
Liubao tea has a long history in Wuzhou, Guangxi. With its unique process and high quality, Liubao tea has become a favorite commodity of Wuzhou people. At present, Guangxi Wuzhou Ou Shu Liubao Tea Co., Ltd. into the Nanning market has many problems; based on the analysis and research of the Liubao tea market, a sample of customer satisfaction of Liubao tea marketing was analyzed according to the current situation of market research. Through comprehensive data analysis, it provides theoretical data and data support for Ou Shu Liubao Tea Co., Ltd. and provides data reference for the development of Nanning marketing system. The research object selected in this study is the customers who have purchased Guangxi Wuzhou Ou Shu Liubao Tea in Nanning, China in 2020. Firstly, it studies and analyzes the factors that affect employee satisfaction, and comprehensively uses the relevant theories of consumer behavior (6W1H) and marketing mix (4P). Then, taking 350 consumers of Guangxi Wuzhou Ou Shu Liubao Tea in Nanning, China as the survey object, a set of scale to measure consumer satisfaction is designed. SPSS reliability and validity analysis, descriptive analysis, and other analysis methods were used to analyze the results, and hypothesis test was carried out. At the same time, on the basis of this conclusion, it provides reference for Guangxi Wuzhou Ou Shu Liubao Tea Co., Ltd. and puts forward specific countermeasures and suggestions.
Liubao tea, customer satisfaction,
recommendation, marketing mix
Psychology Research, June 2022, Vol. 12, No. 6, 410-423
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