The Influence of Marketing Mix 7Ps and Service Quality on the Brand Loyalty of Disneyland in China

Abstract

This research aims to examine the influence of demographics, the 7Ps of the marketing mix, and service quality on Disneyland's brand loyalty in China. The researcher used the questionnaire as the research tool and collected data from 436 visitors who visited Disneyland in China. Descriptive statistics were used to analyze data, including Frequency, Percentage, Mean, Standard Deviation, and inferential statistics, including independent-samples t-tests, One-way ANOVA, LSD, and Multiple Linear Regression, at the 0.05 significance level. The results showed that most respondents were male, aged 26-35, held a bachelor's degree, were employees, and had a monthly income of 5,000 CNY or less. The first hypothesis was tested, and the results showed that among demographic factors, age and education level significantly affected brand loyalty among visitors to Disneyland in China. The results of the second hypothesis tested indicated that, within the marketing mix, the 7Ps (product, place, promotion, process, and physical evidence) significantly influenced brand loyalty. For the last hypothesis tested, the results also found that service quality (tangibles, reliability, responsiveness, assurance, and empathy) significantly influenced brand loyalty.