The Impact of Marketing Mix Strategies on Passenger Satisfaction: Rafic Hariri International Airport as a Case Study

The Impact of Marketing Mix Strategies on Passenger Satisfaction:

Rafic Hariri International Airport as a Case Study.

Abdallah Moughayt

Hazem EL Benni

Business Administration

Jinan University

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Received :19/12/2023

Accepted :23/06/2024

Abstract:

This paper investigates the passengers' fulfillment, devotion, and perception of marketing mix strategies. This research aims to explore the impact of marketing mix strategies defined by promotion, price, consumer market, product and distribution on passenger satisfaction. Descriptive analysis is enrolled to represent the variables and data is analyzed by using the SPSS version 25. The population of this study is the passengers at Rafic Hariri Beirut International Airport through a sample size of (405) participants and the study is conducted from January 2022 to March 2022. The results define a positive impact between marketing mix strategies components: the promotion, price, consumer market and product on passenger satisfaction. Findings show a remarkable positive influence on passenger satisfaction by all the components of marketing mix. The study recommended that Rafic Hariri airport should use a variety of communication methods to reach the passengers better.

Keywords: Passenger Satisfaction, Marketing Mix, Distribution, Rafic Hariri Beirut International Airport, Lebanon.

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