The effect of the 7Ps of the marketing mix on air freight customer satisfaction and repurchase intention
研究营销组合7Ps（产品、价格、渠道、促销、实体证据、参与者、流程）对航空货运客户满意度的影响，以及满意度对再购意愿的作用，发现产品、促销、实体证据、参与者显著影响满意度，而价格、渠道、流程不显著。
The purposes of this study were to explore the relationship between the marketing mix’s 7Ps ( product, price, place, promotion, physical evidence, participants/people, and process ) and customer satisfaction, and then customer satisfaction’s relationship to customer repurchase intention for air freight services. Questionnaires were utilized in this study. Data were analyzed using SPSS software to analyze all hypotheses. As a result, hypotheses on product, promotion, physical evidence, participants/ people and customer satisfaction were supported, whereas price, place and process were rejected. The focus company, a freight forwarder, can use these results to understand the shortcomings of their business, in terms of the marketing mix’s 7Ps, in order to better their customer service, improve customer satisfaction, and increase customers’ repurchase intention.