Investigating the Impact of Service Marketing Mix on Tourists’ Satisfaction: An Empirical Study on Kuakata Sea Beach

The prime objective of this study is to examine the impact of service marketing mix on tourists’ satisfaction. To accomplish the objectives, total 128 respondents were chosen by convenience sampling techniques and interviewed through structured survey questionnaire. The survey was conducted from March to May 2013. Sample respondents were divided into three groups. First group consists of 50 students, second group consists of 50 service holder and third group consists of 28 Businessmen. All of the students were taken from Comilla University, Southeast University and Bangladesh Islami University. Service holder respondents were taken from different commercial banks and private company and the entire businessmen respondents were taken from Dhaka and Comilla. Data were analyzed by using software SPSS-17 version by adopting the statistical techniques, correlation and regression. The findings of the study revealed that product, promotion, people, process and physical evidence have significant effect on tourists’ satisfaction but service distribution system (place) and cost of visiting (price) is not satisfactory element to the tourists’. Besides, accommodation facilities, transport system, communication (road) could not meet tourists’ expectation. Therefore, some recommendations have been given for government, NTOs and other concerned authorities for attracting domestic and foreign tourists.