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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS

COPY RIGHT © 2013 Institute of Interdisciplinary Business Research 11

SEPTEMBER 2013

VOL 5, NO 5

Identifying and Ranking the Effects of Service Marketing Mix Elements on

Customer Satisfaction at Bandar Imam Khomeini Port’s Special

Economic Zone

Akbar Mohamadi

Master of Business Management, Persian Gulf International Educational Branch-Islamic

Azad University-Khoramshahr-Iran

Dr. Belghis Bavarsad

Assistant Professor of Management, Shahid Chamran University (SCU) of Ahvaz, Iran

Abstract

The present paper tries to identify the effects of any of marketing mix elements (MMEs) on

customer satisfaction (CS) and at the same time, determine their intensity. In other words, it tries

to identify the influence priorities of those elements on customer satisfaction. This paper reports a

service marketing research performed at Bandar Imam Khomeini Port‟s Special Economic Zone

(BIKPSEZ). The population includes all the customers (goods owners and investors) who

received service from BIKPSEZ during the study period. In total, 215 questionnaires were

distributed. Since this paper has been designed based on theoretical foundations and has received

positive comments from scholars and professionals, therefore it has a sufficient validity.

Reliability was determined using Cronbach's alpha coefficient. The first hypothesis speculates

that the effects of MMEs on Cs at BIKPSEZ are different; and according to the second

hypothesis, the MMEs affect the customer satisfaction at BIKPSEZ. Also, based on the eight sub-

hypotheses, all the MMEs (8p) affect the customer satisfaction individually. Tests results

supported all main and sub hypotheses.

Keywords: Services Marketing Mixed Elements (MME), Marketing Management, Customer's

Satisfaction

Introduction

Commercial organizations and firms in today‟s world face with increasing competition either

internal or external in sales enhancement and market share size and what seems more important

in this respect, in the process of market strategic planning and marketing, is the application of

marketing agents in service area. In other words, these agents and factors have an essential role

in increasing the sales and market share among the competitors but in some commercial firms

and institutes (especially in developing countries) this issue receives less attention and few

activities and changes are observed in the marketing management of these firms. It is

noteworthy that most of such commercial firms and institutes do not have an accurate and

correct scientific standpoint of marketing management, contrary to firms in advanced countries.

This has led to the fact that these firms actually obtain a small share of the market.

Many firms and institutes with extensive activity in the field of production, do not feel the need

for scientific and new marketing management methods, and in other words, do not observe the

essential principles of marketing mix, due to the proportion of demand and supply in domestic

markets, the high level of sales, and also because of some conditions in some firms, due to the

production of a specific and exclusive product and the market‟s excess need to their products.

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This needlessness of the firms to elevate the sales levels and/or to increase their competitive

power, which has been due to disproportional and imbalanced market situations, has led to the

fact that currently some firms provide their services in traditional and non-scientific ways and

even do not take positive actions to elevate their sales levels. In this paper the MMEs‟ effect on

customer satisfaction at BIKPSEZ is examined and ranked.

About Bandar Imam Khomeini Port

Bandar Imam Khomeini Port is currently one of the most important poles of regional

transportation. This port, with an area of 16 million square meters, is located in northwest of the

Persian Gulf and due to its suitable offshore facilities, closeness to countries such as Iraq,

Turkey, Azerbaijan, Armenia, and easy access to free waters through Persian Gulf, is a secure

pathway for imports and exports of goods from and to European, south east Asian, south

American nations, Australia, South Africa and Middle East. The connection of this port with

transit highway and international railway, its location in the path of international North-South

Transit Corridor (NOSTRAC), International East-West Corridor, so it's location in the shortest

and most secure goods transport path from Iraq, Turkey, Caucasus and Asia to South-East

Asian Nations, has created the possibility of transiting the goods with less cost and higher

speed.

Marketing Management

Warren Keegan, marketing professor at Peace University says: „Marketing consists of the

process of focusing the organization‟s resources and goals on environmental opportunities and

needs” (Kotler, 2004, 61). American Marketing Association (AMA) has provided a simple and

complete definition of marketing: “Marketing refers to a set of commercial activities which

direct the goods/services flow from the manufacturer/provider to the end consumer”.

Marketing System Objectives

A comprehensive and desirable marketing system is one that influences the needs and demands

of all individuals including the customers, sellers, and many social groups having common

features which may even have a conflict of interest in some cases (Kotler, 2004, 52).

Ports’ Marketing

Ports are active in a totally competitive environment and therefore, the importance of marketing

in the management and development of ports is recognized in most ports of the worlds.

However, the port‟s marketing is a relatively new concept and only during the 1980‟s the

concept of marketing has appeared in the ports‟ organizational chart.

Increasing competition among various ports is related to the globalization of trade, transports

and communications. Marketing in the ports, like other economic sectors, includes activities

related to “market research” and “market realization”. Research activities provide for the

possibility of market analysis, strategy formulation and ports‟ goal-setting. Afterwards, in the

realization step, the marketing tools are used to achieve those goals. However, the fast-changing

and highly competitive international environment has led the ports to share their “limited

offshore” they had in the past with other competing ports. Port management should simulate the

trends which lead to the creation of new businesses in the port and adapt them with its own

conditions. A port managed by the government or private sector, is recognized as a successful

port when it is market-oriented and customer-based, and develops a commercial strategy to

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obtain a sustainable market share. Such a commercial strategy is made possible only in the light

of implementation of “Services Quality Management (SQM)”.

The main concern of the management in every port is how to attract a more traffic for the port

development, employment and briefly, increase the region‟s prosperity. In fact, the development

of a commercial strategy for attracting the trade into the port is considered part of marketing in

which the SQM plays the leading role relying upon training, education, attitude and briefly,

„professional thinking‟. But in addition to above issues, marketing is a concept more than the art

of selling a good position, well-maintained infrastructure and superstructure, good offshore

communications and appropriate social ambient all of which represent a unique port. Port

marketing is a general concept that is, the entire port community works continuously and

consciously to obtain customer satisfaction which depends on the fact that customers would

evaluate the port services based on their own measures. Customers always seek a port which

presents the best price and quality for its services. They seek profits rather than purchase of

products. The „quality-oriented‟ attitude and port marketing which are very important should be

placed in the responsibility of a special department by themselves. Customer satisfaction

requires that all members of port community move as one coordinated flow and defend one main

goal: „the customer is right‟. (Hamidi & Gheisari, 2005).

Service Marketing Mix (SMM)

Marketing mix refers to the set of backgrounds or important categories in studies, decisions and

evaluations related to marketing of a corporation. In other words, each observer should examine

different issues in the marketing mix of a corporation to be able to familiarize with its marketing

problems and take decision on those cases (Tehrani, 2001, 20).

1. Product (Service)

Two factors should be taken into account regarding product which include:

A) Exclusive Right: One feature of any new product is the capability of its invention and patent

that is, with the invention of a new product, an exclusive right is created for its producer. The

main difference between products and services is that services do not have patent or invention

rights therefore the initiator of seafood restaurant or computer teaching services may face

numerous competitors after a short time providing the same services in other regions without

any payment for exclusive rights.

B) Trade Marks: One important issue in products marketing is the brand strategy. As the

services are intangible, the brand of an institute is very effective in consumers‟ decisions

(Alipour, 2012, 298).

2. Price:

Prices have two major roles in service activities which include:

A) Influencing the consumers‟ understanding and decision

B) Influencing the operation management

Some service organizations present „special prices‟ for their services according to demand

conditions on weekdays, in different months, seasons and years in order to be able to create a

balance in the demand and supply (Alipour, 2012).

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3. Place:

Decisions on where, when and how to provide service to the customer are the same issue of time

and place. Many times in track and field competitions, a person gets to the finish but when the

match has finished. It is very good to reach the finish line but when to arrive is very important.

We always say about the marketing and sales that marketing is a match in which there is only

one medal: the gold medal. There are no silver and bronze medals. Why? Because you have

either sold or not sold. So the time to reach the customer, the service provision time and place

are very important (Dargi, 2009, 90).

4. Promotion:

The value and importance of advertisement for service organizations is in regions where their

services are bought. In many cases the methods of products and services are similar but public

relation is an important method for the services. Since public relations is free, costless or maybe

less costly, non-profit groups and organizations consider it as the foundation of their advertising

plans. One has to note that in public notices, the time and place is determined by the media

(Alipour, 2012, 299).

5. People:

Given the concurrence of demand and services and the relationship between service and service-

provision, the role of any employee is very important in service affairs therefore it is necessary

that the selection, training and motivation, and evaluation of the employees be considered very

seriously and required measures be taken for them (Venus, Roosta, Ebrahimi, 2002, 106).

Many services depend on the personal interaction between customers and firms' employees

(such as hair cut or eating at a restaurant). The nature of such interactions strongly affects the

customer‟s perception of service quality. Often the customers‟ judgments on the quality of

service they receive are based on their evaluations of those individuals providing such services.

Successful service firms take special efforts to hire, train and motivate their employees,

particularly (but not exclusively) those in contact with the customers.

6. Physical Appearance:

Physical appearance refers to tangible and visible signs that make the service concrete. Today

even a color has a great effect on customers. Either we want or not, the others take messages

from non-verbal languages such as office, warehouse, automobile etc., so let‟s try to embellish

them and use the non-verbal language (Dargi, 100, 2009, 103).

Facilities lead to facilitation of activities in transfer and provision of services. Concerning the

services, in addition to visible facilities, one has to note invisible facilities which have an

essential role in provision of services. For example, those who go to funfairs in large cities need

other facilities than those they receive in the form of various playing tools, some of which may

not be visible, like a parking space, signage, restaurants, food booths, which are part of physical

appearance in service marketing (Alipour, 2012, 300).

Since many service operations are invisible in nature, they are very difficult to evaluate.

Therefore, customers often seek tangible signs of the services‟ nature. Sometimes the encounters

are incidental rather than planned because thee service functions are intangible, physical

appearance provide signs on the service quality and in some cases, strongly affects customer

evaluation (especially inexperienced ones). Thus, managers should pay careful attention to the

nature of physical appearance that is presented to the customers by the marketing system. Of

course, the number of factors which are visible for the customers depends on whether the service

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delivery is of high or low contact type. In low contact services, more physical evidence could be

conveyed through commercials, short videos, or the notes in newspapers, magazines or manuals.

7. Process or Operation Management

Operation management ensures the availability and suitable and viable quality of services. The

task and role of this SMME is to create a balance between service demands and supplies. Given

the unstorability of services, the operation managements should be able to meet the service

needs at any time, e.g., at the times of periodical and general needs through specialized and

professional methods (Alipour, 2012, 301).

8. Productivity and Quality

Productivity has a simple formula that is, the sum off effectiveness and efficiency. Effectiveness

asks if the work you did was right (i.e. choosing the right thing to do). Efficiency asks to what

extent you have done that work right? (i.e. doing the work correctly). Productivity and quality

are interrelated: quality means customer quality. Quality means a degree of customer satisfaction

from the received services towards meeting the needs, demands and expectations (Dargi, 2009,

79).

Service Level:

The service together with goods is another element of product policy and the goods presented to

the market by a firm is usually accompanied by some services during the sale and after sale. A

service is a work or action presented to one party by the other. Although the working process

may be related to a physical commodity, but it has an intangible service nature and does not

usually lead to the customer‟s ownership.

Service refers to economic activities which create value for customers or in other words, service

receivers, at specific times and places. The higher the necessity to provide services, the more the

necessity to pay attention to MMEs. Researches shows that those firms which have better

services have both a higher sales price and a faster growth, and have more profits, too.

In the service dimension of products, the most important issue that is taken into account is

during sales and after sales services. During sales services include installation and

commissioning training and after sales service include guarantee and returned items acceptance

which a firm performs for the sake of more sales and customer satisfaction.

Firms try to identify the importance of any of provided services based on their marketing

research and provide the customers with the service(s) with the highest value-creation potential.

Research Methodology

Survey is one kind of descriptive research. Survey research examines the population by selecting

a sample from it in order to explore the level and the distribution and relationships of variables.

Survey is exactly used in structured interview, content analysis and alike as a specific technique.

The outstanding features of survey include: data collection method and analysis. Questionnaires

are the simplest technique in data gathering therefore this research uses a questionnaire.

The researcher seeks answer to the questions:

1. Do the uses of MMEs lead to increased customer satisfaction at BIKPSEZ?

2. To what extent each MME affects the customer satisfaction?

3. What the priorities and the order of MMEs are in creating customer satisfaction?

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Main Hypotheses

1. The effects of SMMEs on customer satisfaction at the BIKPSEZ are different.

2. The SMMEs affects the customer satisfaction at the BIKPSEZ.

Sub-hypotheses

The researcher examines the eight MMEs individually and identifies their respective effects on

customer satisfaction.

Population, Sample Size and Sampling Method

The population includes all the service receivers from the BIKPSEZ during the year 2012 that

have been available and the samples have been randomly selected. The sample size was

determined using Morgan‟s Table.

Therefore, the number of samples was 210. Totally, 215 questionnaires were collected.

Measurement Tool

The questionnaire used to collect the data was designed with attention to the theoretical

foundation in the form of a 5-point Likert scale (from very much to very little). Also, in order to

examine the validity of questions and consistency with the societal culture, the comments of

advising and consulting professors, specialists and experts were used who's opinion on the

validity of questions was positive.

Table: 1 Cronbach's alpha calculation results

Case Processing Summary

No %

Cases Valid 215 100.0

excluded 0 .0

Total 215 100.0

Reliability Statistics

Cronbach's Alpha No of

Items

.867 31

As seen, Cronbach's alpha is higher than 0.7 which shows a desirable reliability.

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Data Analysis

SPSS, MINI TAB, and EXCEL software programs were used in order to analyze the statistical

data for the present research. Following the questionnaire design which is a Likert scale, the

options were numbered from 1 to 5.

Customers’ Questionnaire Items Analysis

Given the results obtained from questionnaires, all the averages are above 3 which is the

questionnaire‟s mean limit. This shows that from the customers‟ standpoint, all the MMEs

greatly affect the customer satisfaction.

Table: 2 Statistical indices for individual MMEs

Items code Element Numbe

r Average Mean Mode

Standard

deviation

Minimu

m

Maximu

m

M1-4 Product (services) 215 4.1651 4.2500 4.25 .71495 1.50 5.00

M5-7 Price 215 3.9916 4.3300 4.67 .89863 1.33 5.00

M8-10 Place 215 4.2601 4.3300 4.33 .60871 1.67 5.00

M11-17 Promotion 215 3.4353 3.4300 3.43 .70296 1.00 5.00

M18-22 Process 215 4.0456 4.2000 4.40 .62080 1.40 5.00

M23-25 Productivity 215 4.3100 4.3300 5.00 .70315 1.33 5.00

M26-28 People 215 3.9861 4.0000 4.00 .58923 1.33 5.00

M29-31 Physical Appearance 215 4.2154 4.3300 4.33 .56911 2.33 5.00

Inferential Methods

Using the statistical tests, this section examines the questions and research hypotheses and the

obtained results using statistical tests.

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Verifying sub-hypotheses using Friedman Test

Sub.H1. The service quality (SQ) provided at Bandar Imam Khomeini Port‟s Special

Economic Zone (BIKPSEZ) influences the Customers Satisfaction (CS).

Table: 3 Descriptive statistics of SA index and its factors

Standard deviation Mean Maximum value Minimum value Qty Index

0.824 4.24 5 2 215 Quality

0.907 3.93 5 2 215 Variability

0.848 4.20 5 1 215 Updatedness

0.866 4.29 5 1 215 Assurance

0.715 4.17 5 1.5 215 Services

Above table shows that the mean service index (SI) and all its related factors is higher

than the average value. To examine the role and effect of SI and any of its related factors,

the mean of any of these factors will be compared to the average value (3) in order to

realize whether the level of this effect is higher or lower than the average limit. One-

sample t-test has been used for this purpose.

Table: 4 T-test results for SI and its factors

Effectiveness p-value t-statistic Mean difference Mean Index

Above average 0.000 22.089 1.24 4.24 Quality

Above average 0.000 15.042 0.93 3.93 Variability

Above average 0.000 20.675 1.20 4.20 Updatedness

Above average 0.000 21.89 1.29 4.29 Assurance

Above average 0.000 23.895 1.17 4.17 Services

Considering the p-value and the mean values calculated for SI and its related factors it is

proved that in the respondents‟ views, the influence of SI and its related factors on

customers satisfaction at BIKPSEZ is above the average limit. Therefore the hypothesis is

supported, i.e. the services index has a positive effect on customers' satisfaction levels at

BIKPSEZ.

In this section, Friedman test was applied to examine the equality and to determine the

levels of influence of each service quality index factors on the customers' satisfaction at

BIKPSEZ.

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Table: 5 Friedman test results for SI factors equality

Test Result p-value Degree of freedom Value of X2

Mean Rank Index

The hypothesis of the

factors‟ effects equality is

rejected.

0.000 3 46.571

2.64 Quality

2.13 Variability

2.53 Updatedness

2.7 Assurance

It is proved that there is a significant difference among these factors. A comparison of the

mean rank indicates that service assurance and service quality have the highest and the

service diversity the lowest effect on customers' satisfaction at BIKPSEZ, respectively.

Sub.H2. The service price at BIKPSEZ affects the customer satisfaction.

Table: 6 Descriptive statistics for price index and its factors


1.100 4.00 5 1 215 Price

1.090 4.05 5 1 215 Payments Flexibility

0.943 3.92 5 1 215 Timely and proper quotation of price changes

0.898 3.99 5 1.33 215 Services

The mean price index (PI) and its related factors are above the average value.

Table: 7 t-test results for price index and its factors


Above average 0.000 13.39 1.01 4.00 Price

Above average 0.000 14.135 1.05 4.05 Payments Flexibility

Above average 0.000 14.24 0.92 3.92 Timely and proper quotation of price changes

Above average 0.000 16.173 0.99 3.99 Services

In the respondents‟ views, the influence of price index and its related factors on

customers' satisfaction at BIKPSEZ is above the average limit. Therefore the hypothesis is

supported, i.e. the price index has a positive effect on customers' satisfaction levels at

BIKPSEZ.

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Table: 8 Friedman test results for PI factors equality

Test Result p-value Degree of

freedom

Value of

X2

Mean

Rank Index


factors‟ effects equality

is rejected.

0.026 2 7.306

2.05 Price

2.07 Payments Flexibility

1.88 Timely and proper quotation of price

changes

It is shown that there is a significant difference among these factors. A comparison of the

mean rank indicates that the payments flexibility has the highest and the timely and proper

quotation of price changes the lowest effects on customers' satisfaction levels at

BIKPSEZ, respectively.

Sub.H3. The distribution process at BIKPSEZ affects the customers'

satisfaction.

Table: 9 Descriptive statistics for distribution process and its factors


0.887 4.37 5 1 215 Service access speed

0.783 4.45 5 1 215 Timely provision of services

0.754 3.96 5 1 215 Place of service provision

0.608 4.26 5 1.67 215 Distribution

The mean distribution index and its factors are above the average value.

Table: 10 t-test results for distribution index and its factors Effectiveness p-value t-statistic Mean difference Mean Index

Above average 0.000 22.691 1.37 4.37 Service access speed

Above average 0.000 27.095 1.45 4.45 Timely provision of services

Above average 0.000 18.72 0.96 3.96 Place of service provision

Above average 0.000 30.382 1.26 4.26 Distribution

In the respondents‟ views, the influence of Distribution Index (DI) and the 3 factors

related thereto on the customers' satisfaction at BIKPSEZ is above the average limit which

means that DI has a positive effect on CS levels at BIKPSEZ.

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Table: 11 Friedman test results for DI factors equality


freedom

Value of

X2 Mean Rank Index

The hypothesis of the factors‟

effects equality is rejected. 0.000 2 70.152

2.14 Service access speed

2.23 Timely provision of services

1.63 Place of service provision

Significant difference is observed between these factors. A comparison of the mean rank

indicates that service providers‟ commitment to timely performance has the highest and

the place of service provision the lowest effects on CS levels at BIKPSEZ, respectively.

Sub.H4. The education process (EP) (promotion) affects the CS at BIKPSEZ.

Table: 12 Descriptive statistics for education process and its factors


0.932 3.50 5 1 215 Permanent attendance at exhibitions

0.867 3.56 5 1 215 Providing information appropriately with use of

brochures and catalogues

0.948 3.66 5 1 215 Performing marketing activities and customers

encouragement through regular meetings

1.066 2.84 5 1 215 The presentation of promotional items,

products and gifts

0.902 3.69 5 1 215 Website communication

0.913 3.34 5 1 215 Holding conferences, parties, lectures and

seminars

0.960 3.46 5 1 215 Public media and specialized magazines

advertisements

0.703 3.43 5 1 215 Education

The Mean education index (EI) and the related factors are above the average value.

Table: 13 T-test results for education index (EI) and its factors


Above average 0.000 7.833 0.498 3.50 Permanent attendance at exhibitions

Above average 0.000 9.517 0.563 3.56 Providing information appropriately with use of brochures

and catalogues

Above average 0.000 10.218 0.66 3.66 Performing marketing activities and customers


Below average 0.026 -2.239 -0.163 2.84 The presentation of promotional items,

products and gifts

Above average 0.000 11.19 0.688 3.69 Website communication

Above average 0.000 5.456 0.34 3.34 Holding conferences, parties, lectures and seminars

Above average 0.000 6.96 0.456 3.46 Public media and specialized magazines advertisements

Above average 0.000 9.067 0.43455 3.43 Education

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In the respondents‟ views, the influence of EI and the related factors, excluding the

presentation of the promotional items, products and gifts, on CS at BIKPSEZ is above the

average limit which means that EI (promotion) has a positive effect on CS levels at

BIKPSEZ.

Table: 14 Friedman test results for EI factors equality

Test

Result p-value Degree of freedom Value of X2 Mean Rank Index

Th

e h

yp

oth

esis

of

the

fact

ors

‟

effe

cts

equ

alit

y i

s re

ject

ed.

0.000 6 175.905

4.09 Permanent attendance at exhibitions

4.23 Providing information appropriately with use of brochures and

catalogues

4.59 Performing marketing activities and customers


2.66 The presentation of promotional items, products

and gifts

4.6 Website communication

3.72 Holding conferences, parties, lectures and seminars

4.11 Public media and specialized magazines advertisements

It is shown that there is a significant difference among these factors. A comparison of the mean

rank indicates that performing appropriate marketing activities and customers encouragement

through regular meetings has the highest and the presentation of the promotional items, products

and gifts the lowest effects on CS levels at BIKPSEZ, respectively.

Sub. H5. The Operation Process (OP) affects the CS at BIKPSEZ.

Table: 15 Descriptive statistics for OP index and its factors


0.878 3.88 5 1 215 Use of process audits

0.796 3.90 5 1 215 Process-oriented organization and processes standard

design

0.879 4.22 5 1 215 Single window system

1.281 4.07 5 1 215 e-payment system

0.728 4.16 5 2 215 Access to required data

0.621 4.05 5 1.4 215 Operations

The mean operation index (OI) and all its related factors are above the average value.

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Table: 16 t-test results for OI and its factors


Above average 0.000 14.686 0.88 3.88 Use of process audits

Above average 0.000 16.526 0.90 3.90 Process-oriented organization and processes standard design

Above average 0.000 20.409 1.22 4.22 Single window system

Above average 0.000 12.193 1.07 4.07 e-payment system

Above average 0.000 23.432 1.16 4.16 Access to required data

Above average 0.000 24.696 1.05 4.05 Operations

In the respondents‟ views, the influence of OI and the related factors on CS at BIKPSEZ is above

the average limit. Therefore the hypothesis is supported, i.e. OI has a positive effect on CS levels

at BIKPSEZ.

Table: 17 Friedman test results for OI factors equality

Test Result p-value Degree

of

freedom

Value of

X2

Mean

Rank Index


factors‟ effects equality

is rejected.

0.000 4 49.722

2.66 Use of process audits

2.66 Process-oriented organization and

processes standard design

3.26 Single window system

3.27 e-payment system

3.16 Access to required data

Significant difference is observed among these factors. A comparison of the mean rank indicates

that electronic payment system has the highest and process-oriented organization and processes

standard design and the use of process audits the lowest effects on CS levels at EKP, respectively.

Sub.H6. Productivity and process quality (PPQ) affects the CS at BIKPSEZ.

Table: 18 Descriptive statistics of PPQ index and its factors


0.847 4.30 5 1 215 Consideration of customer expectations

0.860 4.31 5 2 215 Quality and operational performance

0.953 4.32 5 1 215 Considering the customer‟s feelings

0.702 4.31 5 1.33 215 Productivity and quality

A brief look at table above will reveal that the mean PPQ index (PPQI) and all relevant factors

are above the average level.

To examine the role and effect of PPQI and any of its 5 related factors, the mean of any of these

factors will be compared to the average value (3) in order to determine whether the level of this

effect is higher or lower than the average limit. One-sample t-test has been used for this purpose.

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Table: 19 t-test results for PPQI and its factors


Above average 0.000 22.558

1.302 4.30 Customer expectations consideration


1.312 4.31 Quality and operational performance


1.316 4.32 Considering customer‟s feelings


1.310 4.31 Quality and productivity

In the respondents‟ views, the influence of PPQI and its related factors on CS at BIKPSEZ is

above the average limit. Therefore the hypothesis is supported, i.e. PPQI has a positive effect on

CS levels at BIKPSEZ.

Table: 20 Friedman test results for PPQI factors equality


freedom Value of X2 Mean Rank Index



supported. 0.717 2 0.666

1.97 Customer expectations consideration

2.01 Quality and operational performance

2.02 Considering customer‟s feelings

No significant difference is observed between these factors.

Sub. H7. People at BIKPSEZ affect the CS.

Table: 21 Descriptive statistics for people index and its factors


1.009 3.49 5 1 215 Use of affiliate marketing

0.826 4.12 5 1 215 Existing suggestions system

0.782 4.35 5 1 215 Existing complaints handling system

0.589 3.99 5 1.33 215 People

The mean people index and the related factors are above the average value.

Table: 22 T-test results for people index and its factors Effectiveness p-value t-statistic Mean difference Mean Index


0.49 3.49 Use of affiliate marketing


1.12 4.12 Existing suggestions system


1.35 4.35 Existing complaints handling system


0.99 3.99 People

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In the respondents‟ views, the influence of people index and the related factors on CS at

BIKPSEZ is above the average limit. Therefore the hypothesis is supported, i.e. people index has

a positive effect on CS levels at BIKPSEZ.

Table: 23 Friedman test results for people index factors equality


freedom Value of X2 Mean Rank Index



rejected. 0.000 2 99.989

1.56 Use of affiliate marketing

2.14 Existing suggestions system

2.30 Existing complaints handling system

It is shown that there is a significant difference between these factors. A comparison of the mean

rank indicates that the complaints handling system has the highest and the use of affiliate

marketing the lowest effects on CS levels at BIKPSEZ, respectively.

Sub.H8. Physical appearance (PA) affects the CS at BIKPSEZ.

Table: 24 Descriptive statistics of PA index (PAI) and its factors


0.716 4.49 5 2 215 Use of desirable facilities and equipment

0.709 4.47 5 1 215 Disciplined people

0.948 3.68 5 1 215 Impersonal relationships

0.569 4.22 5 2.33 215 Physical appearance

The mean PAI and all its related factors are above the average limit.

Table: 25 T-test results for PAI and its factors Effectiveness p-value t-statistic Mean difference Mean Index


1.49 4.49 Use of desirable facilities and equipment


1.47 4.47 Disciplined people


0.68 3.68 Impersonal relationships


1.22 4.22 Physical appearance

In the respondents‟ views, the influence of PAI and all factors related thereto on CS at BIKPSEZ

is above the average limit. Therefore the hypothesis is supported, i.e. PAI has a positive effect on

CS levels at BIKPSEZ.

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Table: 26 Friedman test results for PAI factors equality

Test Result p-

value

Degree of

freedom

Value of

X2

Mean

Rank Index



rejected.

0.000 2 144.197

2.30 Use of desirable facilities

and equipment

2.23 Disciplined people

1.46 Impersonal relationships

Significant difference is observed among these factors. A comparison of the mean rank indicates

that the use of advanced and desirable facilities and equipment has the highest and the impersonal

relationships the lowest effects on CS levels at BIKPSEZ, respectively.

Main Hypotheses

H1. Service marketing mix elements (SMMEs) affect the customers' satisfaction at

BIKPSEZ. As discussed before, the SMMEs include eight indices (quality, price, distribution, education,

operation process, productivity and quality, people and physical appearance). The extent to which

any of the above indices affect the customers' satisfaction levels at BIKPSEZ was examined by

the eight sub-hypotheses. To verify this hypothesis, all results of sub-hypotheses testing are

presented in Table below.

Table: 27 Effects of MMEs on CS levels at BIKPSEZ

Support/rejection p-value t-statistic Mean Hypothesis Hypotheses No.

Supported 0.000 23.895 4.17 SQ affects CS. H1

Supported 0.000 16.173 3.99 SP affects CS. H2

Supported 0.000 30.382 4.26 DP affects CS. H3

Supported 0.000 9.067 3.43 EP (Promotion) affects CS. H4

Supported 0.000 24.696 4.05 OP affects CS. H5

Supported 0.000 27.352 4.31 PPQ affects CS. H6

Supported 0.000 24.54 3.99 People affect CS. H7

Supported 0.000 31.33 4.22 PA affect CS. H8

As seen in Table above, the mean effectiveness of each index is above the average value (3). T-

student test was applied to verify the significance of this effect. Based on the significance levels

of indices which is equal to 0 it may conclude that at a 95% confidence level, all SMMEs affect

the CS levels at BIKPSEZ. Thus, H1 is supported.

H2. The effects of SMMEs on customers' satisfaction levels at BIKPSEZ are

different. Friedman‟s non-parametric test was applied to compare and rank the effects of SMMEs on

customers' satisfaction levels at BIKPSEZ.

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Table: 28 Friedman test results for comparison and ranking of

the effects of SMMEs on customers' satisfaction at BIKPSEZ


freedom

Value of

X2 Mean Rank Index



rejected.

0.000 7 287.865

5.12 Service quality (SQ)

4.36 Service price (SP)

5.24 Service distribution (SD)

2.27 Education

4.45 Operation Process (OP)

5.70 Productivity and process

quality (PPQ)

4.02 People

4.83 Physical appearance (PA)

A significant difference is observed among the effects of these indices.

A comparison of the mean rank indicates that productivity and process quality (PPQ), service

distribution (SD) and service quality (SQ) have the highest effects, and the people and education

the lowest effects on the customers' satisfaction levels at BIKPSEZ, respectively.

Fig.1. Ranking of the SMMEs indices in terms of their effects on the customers' satisfaction

Research Limitations Some variables of this research were beyond the researcher's control and conducting any applied

research, due to the existing effective external and internal variables, creates some limitations for

the researcher which can not be controlled. Thus, the effects of such external variables could

considerably affect the conclusions.

It is difficult to evaluate the services because of their changing nature. The goods durability can

easily be predicted but not that of the services.

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Thus, there is an uncertainty in the performed survey. Also, in the present study the

questionnaires were used to measure the customers‟ views or, in other words, to measure the

research variables. Although the questionnaire‟s validity was confirmed, as the questionnaire

items have an attitude-measuring formation, and in examining the customers' satisfaction, in

addition to the general principles mentioned there are numerous variables involved, and

ultimately, they influence the respondents' views. Thus, it is not possible to control all variables

by the researcher and therefore the research is accompanied by limitation due to research

implementing conditions.

Therefore, the results should be interpreted by considering the status quo and the effect of

undesired variables and caution should be applied when interpreting them.

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