The Effects of Marketing Mix Elements on Customer Satisfaction in Sports Betting in Addis Ababa, Ethiopia: The Case of Vamos Sport Betting Company
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Date
2022-06
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Addis Ababa University
Abstract
For long lasting profitability and to attract potential consumers in the early stages of a market, it worth to note to satisfy the customers and their needs should be met. A firm can use the 7P marketing mix elements to provide a better level of satisfaction. Thus study is targeted on analyzing the marketing mix dimensions effects on customer satisfaction in the legalized sports betting market in Addis Ababa, Ethiopia in the case of Vamos Sport Betting Company. In this study a quantitative research method was employed and primary data sources were collected through questionnaire and results were analyzed using SPSS version 23 tool. The study selected 384 customers of Vamos sports betting and the collected data was analyzed using multiple linear regressions so as to predict the effects of the 7Ps of marketing mix elements on betting customer satisfaction. The findings showed that price, place, promotion and process have positive and statistically significant effect on customer satisfaction. In line with the findings, the study suggested that company should look in to devising creative new ways of promotion tools in order to increase customer satisfaction.
Keywords: Customer Satisfaction, Marketing Mix Elements, Price, Place, Promotion, Product, People, Process, Physical evidence, sports betting