The 4Cs Marketing Theory and Customer Satisfaction: The Mediating Role of Perceived Value among Specialized and New SMEs in China

Kun Xu; Siti Zubaidah Mohd Ariffin; Nor Sa'adah Jamaluddin; Na Li

doi:10.56868/ijmt.v4i2.114

Authors

Kun Xu Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia
Siti Zubaidah Mohd Ariffin Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia
Nor Sa'adah Jamaluddin Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia
Na Li Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, Perak, 35900, Malaysia

DOI:

https://doi.org/10.56868/ijmt.v4i2.114

Keywords:

4Cs Marketing Theory, Customer Satisfaction, Perceived Value, Customer-Centric Marketing, Specialized and New SMEs

Abstract

The rapid expansion of the digital economy has increased the importance of customer-centric marketing strategies for improving customer satisfaction and organizational competitiveness. However, limited empirical research has examined the mediating role of perceived value within the 4Cs Marketing Theory, particularly among China's Specialized and New Small and Medium-sized Enterprises (SMEs). This study investigates the relationships among consumption factors, perceived value, and customer satisfaction. A quantitative cross-sectional survey was conducted among 384 enterprise customers of 38 Specialized and New SMEs in the information technology sector in Shandong Province, China. Data were analyzed using confirmatory factor analysis (CFA), structural equation modeling (SEM), and bootstrap mediation analysis in AMOS. The findings revealed significant positive relationships between consumption factors and customer satisfaction (β = 0.292), consumption factors and perceived value (β = 0.478), and perceived value and customer satisfaction (β = 0.389). The estimated indirect effect suggested partial mediation, with perceived value accounting for approximately 39% of the total standardized effect. The study extends the application of the 4Cs Marketing Theory to specialized SMEs and highlights the importance of perceived value in understanding customer satisfaction. The findings provide practical guidance for strengthening customer-oriented marketing strategies, improving value creation, and enhancing customer relationships in competitive digital business environments.

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