THE EFFECT OF MARKETING MIX STRATEGY ON CUSTOMER SATISFACTION: IN THE CASE OF SELECTED FIVE - STAR HOTELS IN ADDIS ABABA

Abstract

The hospitality industry plays a significant role in fostering tourism and economic growth, with five-star hotels serving as key drivers of local economies by creating jobs, enhancing infrastructure, and attracting high-value tourists. This study explores the impact of marketing mix elements—Product, Price, Place, Promotion, People, Process, and Physical Evidence—on customer satisfaction in selected five-star hotels in Addis Ababa, Ethiopia, a rapidly growing hub for luxury hospitality. Using a quantitative research approach, data was gathered from 250 hotel guests through structured questionnaires, revealing significant correlations between marketing mix strategies and customer satisfaction. The study provides actionable recommendations for hotel managers, including enhancing service quality, optimizing pricing strategies, and leveraging promotional activities to foster customer loyalty and maintain a competitive edge. By focusing on an emerging market, this research fills a critical gap in the literature and underscores the importance of tailoring marketing efforts to align with customer expectations, thereby contributing to sustainable growth in the hospitality sector.