MARKETING MIX FACTORS AFFECTING CUSTOMER SERVICE DECISIONS: A CASE STUDY OF BEIJING JIGUANG LAW FIRM

Abstract

This research aims at examining Marketing mix factors affecting customer service decisions: A case study of Beijing Jiguang Law Firm. The samples were of 400 people in Beijing. The questionnaire was administered to collect the data, adopting purposive and convenient sampling methods. The result indicated that marketing mix factors have a high level in overall. Consumer service decision analysis have a high level in overall. Hypothesis test results found that 1) Personal factors, including gender and age, affect consumer purchasing decisions through social media platforms differently, statistically significant at 0.05. 2) Marketing mix factors including promotion, people, and physical evidence affecting consumer service decisions statistically significant at the level of 0.05, with a forecasting power of 91.4%.