FUELING CONTENTMENT: INVESTIGATING THE INTERPLAY OF MARKETING AND CUSTOMER SATISFACTION - A CASE STUDY OF BECO POWERING SOMALIA IN MOGADISHU

Abdullahi Dahie

Authors

Abdullahi Dahie College of Education, School of Social Science, University of Somalia, Somalia

Keywords:

Customer satisfaction, marketing strategies, interplay

Abstract

Customer satisfaction stands as a pivotal factor in modern business success, wherein effective marketing strategies play a significant role in shaping customer perceptions and experiences. This study delves into the intricate interplay between marketing strategies and customer satisfaction through a case study of BECO Powering Somalia, a prominent energy provider in Mogadishu. By analyzing BECO's marketing initiatives, communication strategies, and customer feedback, this research unveils the mechanisms by which adept marketing contributes to elevated customer satisfaction. The study underscores the importance of aligning marketing endeavors with customer preferences and needs, spotlighting how a customer-centric approach ignites contentment, loyalty, and business prosperity.

References

AL,, A., Saludin, M., & Mukaidono, M. (2012). The impact of marketing on customer satisfction. Journal of business management, 1-21.

Al-Hersh, A. M., Aburoub, A. S., & Saaty, A. S. (2014). The Impact of Customer Relationship Marketing on Customer Satisfaction of the Arab Bank Services. International Journal of Academic Research in Business and Social Sciences, 4(5), 67-100.

Awan,, A. G., & A.-u. R. (2014). Impact Of Customer Satisfaction On Brand Loyalty- An Empirical Analysis Of Home Appliances In Pakistan. British Journal of Marketing Studies, 2(8), 18-32.

Dhushyenthan, T. (2012). Interactive marketing and its impact on customer satisfaction-the study of mobile communication of service providers in Jiffna Srilanka. Global journal of management and research, 12(14), 57-66.

Husnain, M., & Akhtar, M. W. (2015). Relationship Marketing and Customer Loyalty: Evidence from Banking Sector in Pakistan. Global Journal of Management and Business Research: E Marketing, 15(10), 1-15.

Kanyurhi, E. B. (2013). Evaluation of customer satisfaction with services of a micro-finance institution: Empirical evidence from Women Association for Social and Economic Gain customers’ in Togo. African Journal of Marketing Management, 5(2), 26-37.

Khalaf Ahmad, A. M., Al-Qarni, A. A., Alsharqi, O. Z., Qalai, D. A., & Kadi, N. (2013). The Impact of Marketing Mix Strategy on Hospitals Performance Measured by Patient Satisfaction: An Empirical Investigation on Jeddah Private Sector Hospital Senior Managers Perspective. International Journal of Marketing Studies;, 5(6), 210-227.

MOLLAH, M. S. (2014). The Impact of Relationship Marketing On Customer Loyalty At Tesco Plc, UK. European Journal of Business and Management, 6(3), 21-55.

Munusamy,, J., Chelliah, S., & Mun, H. W. (2010). Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia. International Journal of Innovation, Management and Technology,, 4(1), 398-404.

Pour, B. S., Nazari, K., & M. E. (2013). The effect of marketing mix in attracting customers: Case study of Saderat Bank in Kermanshah Province. African Journal of Business Management, 4(37), 3272-3280,.