Evaluating the impact of marketing strategy on customer satisfaction through game theory A mathematical model and empirical research.pdf推荐.pdf

African Journal of Business Management Vol.5 (33), pp. 12691-12701,21 December, 2011 Available online at /AJBM DOI: 10.5897/AJBM10.730 ISSN 1993-8233 ©2011 Academic Journals Full Length Research Paper Evaluating the impact of marketing strategy on customer satisfaction through game theory: A mathematical model and empirical research 1 2 Cheng-Feng Cheng and Wann-Yih Wu * 1Department of International Business, Asia University, 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan. 2 Department of Business Administration, National Cheng Kung University, No.1, Ta-Hsueh Road, Tainan 701, Taiwan. Accepted 8 September, 2011 This study attempts to develop a theoretical model and associated method for researching the impact of marketing strategy on customer satisfaction. It also examines the indirect effects of a marketing strategy on consumer satisfaction via the price and service quality. To clarify, it employs the concept of natural logarithms and the Lagrange function to develop a conceptual model and form an optimal marketing strategy. In addition, the study develops a model based on the conception of game theory to identify the global marketing strategy in a competitive environment. In order to illustrate the viability and contributions of the mathematical model; the empirical research employs the structural equation modeling to test the interrelationships among research constructs. The mathematical and empirical results offer an optimal guideline for a global marketing strategy to provide direction for allocating strategic resources in a competit