Abstract:
The purposes of this study is to analyze the impact of marketing mix (7P's) on the
customer re-visit intention. Revisit intention has been a key focus in tourism research
since it is critical in destination marketing. Studies reveals that in hotel industry,
retaining a customer is ten times profitable than attracting a new customer. Maintaining
a satisfied customer is pivotal to shape their revisit intention as literature proposes in
this field. Marketing mix is critical in any form of attracting and retaining customers
for a destination leading to a successful hospitality service. This research focuses on
service marketing mix elements or the 7P including product, price, promotion, place,
process, people and physical evidence and how the marketing mix impact on revisit
intention of customers in hotel industry with special reference to the Hatton zone,
Nuwara Eliya.
By identifying the most influencing marketing mix elements that impact on customer
revisit intention, the stake holders, govemment, other responsibld bodies and policies
can be make effective change for attracting and retaining the visits. A conceptual
framework has been developed based on the 7P's in service marketing. The stratified
sampling method was used to collect the data from the 144 customers who were
engaged with the hotels The Argyle, Capital O 281 LA Adams and Dickoya by Jetwing.
univariate analysis and bivariate analysis were used to analyze the data. To increase the
revisit intention level in hotel industry, 7P's concept can be considered with proper
strategic framework.
The analysis of this research implies that there was a positive relationship between all
the marketing mix factors and customer revisit intention and the results revealed
process, people and physical evidence are highly impact on the customer revisit
intention in Hatton zone, Nuwara-Eliya. Implementing proper hospitality service along
with process of the hotel management system, motivating friendly behavior of staffs
towards customers', ensuring the pleasant environment, destination management
system, standardized the quality of the destination and standard level of promotion
should be done for retaining the existing visitors are the suggestions of this research.
