Customer Satisfaction Among Malls in Region XI: A Structural Equation Modelling

The main purpose of this study was to develop a model that best fits customer satisfaction with marketing mix, service quality and relationship marketing as the exogenous variables and customer satisfaction as the endogenous variable. Review of related literatures revealed that customer dissatisfaction provides for grave consequences in business. A quantitative non-experimental design utilizing correlational technique was used in this study. In arriving with the best fit model, a structural equation modelling was used. 420 mall consumers was randomly selected across Region XI. Results of the study showed a very high descriptive levels for marketing mix, service quality, relationship marketing and customer satisfaction. Results of the correlation revealed that there was a significant relationship between marketing mix and customer satisfaction; service quality and customer satisfaction; and relationship marketing and customer satisfaction. Finally, the best fit model developed in this study revealed that product, place/ distribution, trust, conflict handling and customer expectations are the predictors of customer satisfaction. Hence, customer satisfaction is best anchored on marketing mix and relationship marketing.