IMPACT OF MARKETING MIX ON CONSUMER SATISFACTION IN ONLINE CLOTHING

Fashion industry has become one of the attractive industries by mean of generating more employments and revenues. In this competitive industry it brings new standard of providing more customer satisfaction by building a long-term customer relationship which leads important factors in achieving the success of sustaining business. Thus this paper aims to analyze how 7’Ps of service marketing mix affect the customer satisfaction and repurchase intention and how customer satisfaction impacts on repurchase intention on buying clothing online of Myanmar consumers. Data was collected from actual online shoppers in Yangon with a response of 634 valid questionnaires. The multiple linear regression method was used to test the statistical results. From the study we found that product people process and physical evidence have highly statistical relationships with customer satisfaction Likewise product price process and physical evidence has highly positive correlations with customer repurchase intention. In conclusion marketing strategies were suggested.