Driving Customer Loyalty through the Service Marketing Mix (7P): The Mediating Role of Customer Satisfaction

Raymond Piring; Cliford Racelino Ratulangi; Lazarus Vianney; Mandianus Buge; Yulianus Logo

doi:10.61987/jemr.v5i5.2921

Authors

Raymond Piring Universitas Baliem Papua
Cliford Racelino Ratulangi Universitas Baliem Papua
Lazarus Vianney Universitas Baliem Papua
Mandianus Buge Universitas Baliem Papua
Yulianus Logo Universitas Baliem Papua

DOI:

https://doi.org/10.61987/jemr.v5i5.2921

Keywords:

Service Marketing Mix (7P), Customer Satisfaction, Customer Loyalty

Abstract

This study aims to synthesize the existing literature on the role of the Service Marketing Mix (7P) in influencing customer satisfaction and customer loyalty within service industries. A qualitative research design employing a literature review approach was adopted to critically analyze and integrate findings from peer-reviewed journal articles, academic books, and other scholarly publications related to marketing management. The collected literature was systematically examined through data condensation, data display, and conclusion verification to identify conceptual patterns and relationships among the research variables. The findings indicate that all seven dimensions of the Service Marketing Mix—Product, Price, Place, Promotion, People, Process, and Physical Evidence—contribute to customer satisfaction, although their relative influence varies across service contexts. Among these dimensions, People and Process consistently emerge as the most influential factors due to their direct impact on service delivery and customer experience. Furthermore, the review confirms that customer satisfaction functions as a key mediating mechanism linking the implementation of the Service Marketing Mix to customer loyalty. The study contributes to marketing literature by providing an integrated conceptual framework that enhances the theoretical understanding of service marketing and offers practical guidance for designing sustainable customer loyalty strategies.

References

Ahmed, S., Saad, A. T., Chowdhury, S. R., Sobhani, F. A., Hassan, M. S., & Islam, M. A. (2024). Impact of Marketing Mix Elements on the Brand Equity of Online Food Delivery Services: An Emerging Economy Perspective. Cogent Business & Management, 11(1), 2380018. https://doi.org/10.1080/23311975.2024.2380018

Alam, F., Sayidah, N., Soekiman, S., Marwiyah, S., Sukesi, S., Assagaf, A., Riyadi, S., & Hermawan, E. (2025). The Effect of Marketing Mix on Loyalty Through Student Guardian Satisfaction at Private Islamic Full Day Schools in Surabaya. Journal of Economics, Management, Entrepreneurship, and Business, 5(1), 54–66. https://doi.org/10.52909/jemeb.v5i1.229

Azzari, C. N. (2025). Here Today, Gone Tomorrow: Services and Their Potential for Permanent Perishability. Journal of Services Marketing, 39(7), 816–829. https://doi.org/10.1108/JSM-05-2024-0204

Batat, W. (2024). Why Is the Traditional Marketing Mix Dead? Towards the Experiential Marketing Mix (7E), a Strategic Framework for Business Experience Design in the Phygital Age. Journal of Strategic Marketing, 32(2), 101–113. https://doi.org/10.1080/0965254X.2022.2129745

Christianti, G. A., Hartoyo, & Hasanah, N. (2025). The Influence of Marketing Mix on Customer Satisfaction, Trust, and Loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(6). https://doi.org/10.37641/jimkes.v13i6.4117

Fajrin, R. T., & Aprianingsih, A. (2024). The Influence of Marketing Mix (7Ps) on Customer Satisfaction, Customer Loyalty, and Customer Retention at Coffee Shops. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis, 12(3), 2645–2658. https://doi.org/10.37676/ekombis.v12i3.5335

Hall, J. H. (2024). Corporate Shareholder Value Creation as Contributor to Economic Growth. Studies in Economics and Finance, 41(1), 148–176. https://doi.org/10.1108/SEF-06-2021-0255

Hussain, M., Javed, A., Khan, S. H., & Yasir, M. (2025). Pillars of Customer Retention in the Services Sector: Understanding the Role of Relationship Marketing, Customer Satisfaction, and Customer Loyalty. Journal of the Knowledge Economy, 16(1), 2047–2067. https://doi.org/10.1007/s13132-024-02060-2

Idrus, N. L., & Yendra, Y. (2025). The Link Between Physical Evidence, Customer Satisfaction, and Customer Loyalty: An Empirical Analysis. Advances in Business & Industrial Marketing Research, 3(1), 1–15. https://doi.org/10.60079/abim.v3i1.300

Juningsih, J., & Dora, Y. M. (2024). The Influence of Online Marketing and Service Quality on Customer Satisfaction at SMK Pasundan 3. Proceedings of the 1st Widyatama International Conference on Management, Social Science and Humanities (ICMSSH 2024), 257.

Karim, R. Al, & Rabiul, M. K. (2024). The Relationships of Corporate Sustainability, Customer Loyalty, and Word of Mouth: The Mediating Role of Corporate Image and Customer Satisfaction. Journal of Quality Assurance in Hospitality & Tourism, 25(3), 421–441. https://doi.org/10.1080/1528008X.2022.2135054

Khatun, M., Bhuiyan, M. R. I., Amin, M. Al, Hossen, M. D., & Mia, M. A. H. (2026). Evaluating E-Commerce Satisfaction: The Impact of Trust, Information Quality, Usability, and Perceived-to-Actual Performance. SAGE Open, 16(1), 21582440261423040. https://doi.org/10.1177/21582440261423039

Kosasih, O., Hidayat, K., Hutahayan, B., & Sunarti. (2024). Achieving Sustainable Customer Loyalty in the Petrochemical Industry: The Effect of Service Innovation, Product Quality, and Corporate Image With Customer Satisfaction as a Mediator. Sustainability, 16(16), 7111. https://doi.org/10.3390/su16167111

Kusdiana, Y., & Yulita, R. (2024). The Role of Marketing Mix (7P) Strategy Towards Customer Satisfaction. INVEST: Jurnal Inovasi Bisnis dan Akuntansi, 5(1), 9–16. https://doi.org/10.55583/invest.v5i1.797

Mecca, A. M., Nursanty, O. E., & Yuhelmis, Y. (2025). The Effect of 7P (Product, Price, Place, Promotion, People, Process, and Physical Evidence) Marketing Mix and Patient Satisfaction on Outpatient Retention With the Role of Electronic Word of Mouth (E-WOM) Mediation. International Journal of Health and Pharmaceutical (IJHP), 5(4), 1025–1035. https://doi.org/10.51601/ijhp.v5i4.479

Nainggolan, U. M. B., & Hariyana, N. (2025). The Role of Services Marketing Management in Increasing Customer Satisfaction and Loyalty. Proceedings of the International Conference on Economics, Business, and Government Challenges, 8(1), 1–6. https://doi.org/10.33005/ic-ebgc.v8i1.138

Napitupulu, B. B. J., Silitonga, N., Sudiyono, R. N., Novitasari, D., Pramono, T., Asbari, M., & Nadeak, M. (2024). Marketing Mix Strategies for Private Schools: Impact on Parental Decision-Making. Indonesian Journal of Management and Economic Research, 1(1), 7–14. https://doi.org/10.70508/jf44nm47

Nirawati, I., & Hasoloan, J. (2024). The Effect of Marketing Mix (7P) on Customer Loyalty of Nasi Jamblang Bu Nur Cirebon. Greenation International Journal of Economics and Accounting, 2(1), 30–36. https://doi.org/10.38035/gijea.v2i1.157

Pereira, W., Missio, F., & Jayme Jr., F. (2024). Structural Change in the 21st Century: The Role of the Modern Services Sector in Economic Development Strategy. Review of Political Economy, 1–25. https://doi.org/10.1080/09538259.2024.2342431

Rawool, V., Foroudi, P., & Palazzo, M. (2025). AI-Powered Voice Assistants: Developing a Framework for Building Consumer Trust and Fostering Brand Loyalty. Electronic Commerce Research, 25(6), 4471–4503. https://doi.org/10.1007/s10660-024-09850-5

Rezita, R. D., Contessa, A. A., Siwi, M., & Mu’allimin, M. (2025). Determinasi Kepuasan Pelanggan dalam Membentuk Loyalitas: Literature Review Sistematis pada Tren Pemasaran Modern. Jurnal Manajemen dan Pendidikan Agama Islam, 3(6), 173–180. https://doi.org/10.61132/jmpai.v3i6.1573

Rusdianita, D. W., Samiyah, M., & Fahrudda, A. (2025). The Influence of Service Quality and Physical Evidence on Revisit Intention: A Literature Review. Journal of Public Health Science, 2(3), 459–468. https://doi.org/10.70248/jophs.v2i3.2929

Saraswati, M. (2024). The Role of Promotion Strategy, Facilities, and Product Quality in Customer Purchase Decisions. KINERJA: Jurnal Manajemen Organisasi dan Industri, 3(2), 188–199. https://doi.org/10.37481/jmoi.v3i2.146

Sastra, A. M. A., & Rizal, F. (2025). Marketing Mix Strategy of Gold Installment Products in Increasing Customer Growth at Bank Syariah Indonesia. Proceedings of the Annual International Conference on Islamic Economics (AICIE), 4(1), 167–186. https://doi.org/10.21154/aicie.v4i1.1480

Schreiber, F., & Cramer, C. (2024). Towards a Conceptual Systematic Review: Proposing a Methodological Framework. Educational Review, 76(6), 1458–1479. https://doi.org/10.1080/00131911.2022.2116561

Sulaj, K., & Pfoertsch, W. (2024). Introducing 5Es Marketing Mix: A New Framework for Effective Marketing in the Digital Age. Academy of Strategic Management Journal, 23(2), 1–15.

Thorat, J., & Parlikar, C. (2025). Digital Transformation in Retail Marketing: Adapting to Evolving Consumer Expectation. International Conference on Information and Communication Technology for Intelligent Systems, 23–31. https://doi.org/10.1007/978-981-96-8901-9_3

Yuan, W., & Traiwannakij, S. (2024). The Impact of New Media Marketing, Information Credibility, and Customer Satisfaction on Brand Loyalty in the Publishing Industry. Economics and Business International Conference Proceeding, 1(2), 1433–1442.