Among Marketing Mix and Customer Satisfaction: Does Brand Image have Intervening Effect?

The efforts of the firm in anticipating increasing trend fierce competition recently is to apply proper marketing strategies, and one such strategies so called mix strategy. As a result strategy implementation, once customer satisfaction greatly influences purchasing decisions, it will create opportunities for customers make subsequent purchases. Through literature study, this study finds that there are many studies explain role on satisfaction. Nevertheless, lesser prior mediating brand image relationship Additionally, novelty have been conducted explaining satisfaction, however, only focus Western countries, lack highlighted Asian region, especially within developing countries. This then intends conduct an investigation mainly focuses between distribution, price, promotion, research theoretical contribution interestingly, becomes critical factor influencing whereas, promotion no significant impact For managerial contribution, elaborates particular sections paper.