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International Journal for Research Trends and Innovation
International Peer Reviewed & Refereed Journals, Open Access Journal
ISSN Approved Journal No: 2456-3315 | Impact factor: 8.14 | ESTD Year: 2016
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Impact Factor : 8.14
Issue per Year : 12
Volume Published : 11
Issue Published : 117
Article Submitted : 21307
Article Published : 8476
Total Authors : 22301
Total Reviewer : 802
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| Paper Title: | The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl |
| Authors Name: | V.L. Nuntluanga , Dr. C. Vanlalkulhpuia |
| Download E-Certificate: | Download |
| Author Reg. ID: |
IJRTI_206123
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| Published Paper Id: | IJRTI2509026 |
| Published In: | Volume 10 Issue 9, September-2025 |
| DOI: | https://doi.org/10.56975/ijrti.v10i9.206123 |
| Abstract: | This study investigates the significant influence of the service marketing mix on word-of-mouth marketing within the context of fashion designers in Aizawl. Recognizing the rapidly evolving nature of the fashion industry and the local reliance on WOM in Aizawl, the research specifically examines the effect of the 7Ps on WOM. Data were collected from 384 customers of three prominent fashion designers in Aizawl using a questionnaire with a Likert scale, and analyzed via multiple linear regression. The findings indicate that Product, Price, Promotion, People, Physical Evidence, and Process all have a positive and significant effect on WOM. However, contrary to expectations, Place was found not to have a significant effect on WOM in this particular context. These results highlight the critical importance of optimizing these six marketing mix elements to drive positive consumer discourse and referrals, while suggesting that the role of physical location in generating WOM may vary by context. This study contributes valuable insights for service providers in Aizawl and similar markets on effective marketing strategies to foster WOM. |
| Keywords: | WOM, Fashion, Marketing, Service. |
| Cite Article: | "The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl", International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2455-2631, Vol.10, Issue 9, page no.a212-a219, September-2025, Available :http://www.ijrti.org/papers/IJRTI2509026.pdf |
| Downloads: | 0002073 |
| ISSN: |
2456-3315 | IMPACT FACTOR: 8.14 Calculated By Google Scholar| ESTD YEAR: 2016 An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.14 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator |
| Publication Details: |
Published Paper ID: IJRTI2509026
Registration ID:206123
Published In: Volume 10 Issue 9, September-2025
DOI (Digital Object Identifier): https://doi.org/10.56975/ijrti.v10i9.206123
Page No: a212-a219 Country: Aizawl, Mizoram, India Research Area: Management Publisher : IJ Publication Published Paper URL : https://www.ijrti.org/viewpaperforall?paper=IJRTI2509026 Published Paper PDF: https://www.ijrti.org/papers/IJRTI2509026 |
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ISSN: 2456-3315
Impact Factor: 8.14 and ISSN APPROVED,
Journal Starting Year (ESTD) : 2016
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