IMPACT OF MARKETING MIX ON CONSUMER SATISFACTION IN ONLINE CLOTHING

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The study explores the impact of the 7 Ps of service marketing mix on customer satisfaction and repurchase intentions among online clothing shoppers in Myanmar. By analyzing data from 634 respondents in Yangon, it reveals that factors such as product, people, process, and physical evidence significantly influence customer satisfaction. Additionally, product, price, process, and physical evidence correlate positively with repurchase intentions. The findings lead to strategic marketing recommendations aimed at enhancing customer relationships and sustaining business success in the competitive fashion industry.