THE RELATIONSHIP BETWEEN DIGITAL MARKETING AND MARKETING MIX AND CUSTOMER SATISFACTION: CASE STUDIES OF SOME ONLINE GROCERY BUSINESSES BANGKOK

Abstract

          The objectives of this research were 1 ) to study marketing mix management and digital marketing management of entrepreneurs in case study; 2 ) to explore customer opinions and the relationship between marketing mix and digital marketing management and; 3) to propose guidelines for improving marketing mix management and digital marketing management of entrepreneurs in case study. The research consisted of interviews with five small entrepreneurs who manage their business's marketing mix and produce digital content marketing. Questionnaires was distributed, the population was about 400 customers of the five businesses units, so the researchers assigned a sample size of 400 equal to the total number of customers as a selective sample selection. The questionnaire's validity check resulted in a consistency index of 1.00. The questionnaire’s pilot test results were obtained with a confidence value of 0.95. The statistics used in the research consisted of frequency and percentage, and non-parametric statistics; Chi-squared Test of Association was used.

          The research found that 1) the business owners decided to select products by traveling to choose products by themselves and set the prices that are not different from other stores. They expected a small margin and most require customers to buy a huge quantity. In terms of promotions to promote sales of entrepreneurs, discount coupons are distributed and there is cooperation with restaurant business partners to provide customer meetings held at the restaurant. In term of digital marketing, the owners hire people who have knowledge about web page creation and using Search Engine Optimization; 2) the customer feedback survey found that 75% of customers agreed and strongly agreed they were satisfied. When considering each aspect of the marketing mix, it was found that on the product side, 63% agreed and strongly agreed, on the price side, 46 percent agreed and strongly agreed, on the promotion side, 96 percent agreed and strongly agreed. In terms of digital marketing content, 97% agreed and strongly agreed. The results of the correlation study found that Product marketing mix, Price aspect, was statistically correlated with customer satisfaction, P<.05. However, promotion aspect and content aspect of digital marketing should be improved.