Abstract:
Abstract
Marketing mix elements plays a critical role in building brand loyalty. Although there are several
studies conducted on the relationship between marketing mixes elements on brand loyalty, they
shows mixed results. Besides, there is scarcity of such researches in developing countries like
Ethiopia regarding the effect of marketing mix elements on brand loyalt y by considering the 7P’s.
The purpose of the study is to examine the effect of marketing mix/ elements on Brand loyalty in
case of three Star Hotel in Gondar Town. The target population were customers of the hotels and
convenient sampling was employed to select customers from the sample three star hotels. Based
on quantitative survey, data was collected from sample of 230 customers and analyzed using
multiple regression model. The finding of the study revealed that five of the marketing mix
elements (product, price, promotion, people, and process) have direct and positive significant
effect on brand loyalty in the sampled three star hotels. However, contrary to our expectation, both
place and physical evidence failed to ensure a statistically significant effect on brand loyalty. This
study contributes to the marketing mix and brand loyalty debate. In the future, this study is
suggesting researchers to consider other major factors, such as customer satisfaction, quality of
service, brand awareness, to mention some, that affects brand loyalty in the service industry.
