தேசிய கூட்டுறவு மேம்பாட்டுக் கழகத்தின் அதிகாரப்பூர்வ இணையதளத்திற்கு வரவேற்கிறோம்...
The purpose of this study is to identify the impact of Co-operative marketing mix practices on customer loyalty in co-opacities of central Province Sri Lanka. At present, most of the co-operative outlets are engaged in marketing but has suffered some setback as compared to the private sector. The main objective of the study is to find the impact of co-operative marketing mix practices on customer loyalty in co-op cities of central province. The population of the study have been selected out of the population which demonstrates the 100,000 active customers connected with the co-op cities. Further, 400 customers were selected as the study sample. Data collected through a questionnaire. Researcher developed a deductive type quantitative study to achieve the research objective There were seven independent variables which were the 7Ps of marketing mix. Customer loyalty becomes the dependent variable, moreover, seven hypothesis statements have been constructed to identify the relationship between the independent and the dependent variables. After the analyzed data it has been identified that all the correlation values become positive except one variable. Variable of place had a weak positive and a significance relationship towards the dependent variable. As per the results of the data analysis, the conceptual model fit to define the situation. The regression analysis describes the model fitness of this study and excluding H4 all other hypothesis statements were accepted. However, co-op cities must be established marketing mix practices. In conclusion all the six independent variables were impact to the customer loyalty, excluding the promotion. Moreover, significant of the study highlights for policy making discussion making in the co-op sector. In future, researcher recommend to expand the sample.
Product, Price, Place, Promotion, Process, Physical evidence, People, Consumer Loyalty, Co-op city.
Dissanayaka, S., & Hapuarachchi, N. (2022). The Impact of Co-operative Marketing Mix Practices on Customer Loyalty in Co-op Cities of Central Province in Sri Lanka. Sri Lanka Journal of Co-operative studies, 2(1), 15-31.