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Paper Title
The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl
Authors
V.L. Nuntluanga , Dr. C. Vanlalkulhpuia
Keywords
WOM, Fashion, Marketing, Service.
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.
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IJRTI — journal style
"The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl", IJRTI - International Journal for Research Trends and Innovation (www.ijrti.org), ISSN:2456-3315, Vol.10, Issue 9, page no.a212-a219, September-2025, Available :https://ijrti.org/papers/IJRTI2509026.pdf
APA — 7th edition
Nuntluanga, V. L., & Vanlalkulhpuia, C. (2025). The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl. International Journal for Research Trends and Innovation, 10(9), a212-a219. https://doi.org/10.56975/ijrti.v10i9.206123
MLA — 9th edition
Nuntluanga, V.L., and C. Vanlalkulhpuia. "The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl." International Journal for Research Trends and Innovation, vol. 10, no. 9, 2025, pp. a212-a219, https://doi.org/10.56975/ijrti.v10i9.206123.
Chicago — 17th, bibliography
Nuntluanga, V.L., and C. Vanlalkulhpuia. "The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl." International Journal for Research Trends and Innovation 10, no. 9 (2025): a212-a219. https://doi.org/10.56975/ijrti.v10i9.206123.
Harvard — author–date
Nuntluanga, V.L. and Vanlalkulhpuia, C. (2025) 'The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl', International Journal for Research Trends and Innovation, 10(9), pp. a212-a219. Available at: https://doi.org/10.56975/ijrti.v10i9.206123
IEEE — numbered reference
V. L. Nuntluanga and C. Vanlalkulhpuia, "The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl," IJRTI, vol. 10, no. 9, pp. a212-a219, Sep. 2025, doi: 10.56975/ijrti.v10i9.206123.
Vancouver — biomedical
Nuntluanga VL, Vanlalkulhpuia C. The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl. IJRTI. 2025 Sep;10(9):a212-a219. doi: 10.56975/ijrti.v10i9.206123
AMA — 11th edition
Nuntluanga VL, Vanlalkulhpuia C. The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl. IJRTI. 2025;10(9):a212-a219. doi:10.56975/ijrti.v10i9.206123
BibTeX — Zotero, Mendeley, LaTeX
@article{IJRTI2509026,
author = {V.L. Nuntluanga and C. Vanlalkulhpuia},
title = {The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl},
journal = {International Journal for Research Trends and Innovation},
volume = {10},
number = {9},
pages = {a212-a219},
year = {2025},
month = {September},
issn = {2456-3315},
doi = {10.56975/ijrti.v10i9.206123},
url = {https://doi.org/10.56975/ijrti.v10i9.206123}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - Nuntluanga, V.L.
AU - Vanlalkulhpuia, C.
TI - The Effect of Service Marketing Mix (7Ps) on Word of Mouth of Fashion Designers in Aizawl
T2 - International Journal for Research Trends and Innovation
JA - IJRTI
VL - 10
IS - 9
PY - 2025
SN - 2456-3315
DO - 10.56975/ijrti.v10i9.206123
UR - https://doi.org/10.56975/ijrti.v10i9.206123
SP - a212-a219
ER -
Issue
Volume 10 Issue 9,
September-2025
Pages : a212-a219
Other Publication Details
Paper Reg. ID
IJRTI_206123
Published Paper ID
IJRTI2509026
Downloads
205,643
Research Area
Management
Country
Aizawl, Mizoram, India
Published
September 2025
Published Paper PDF
https://ijrti.org/papers/IJRTI2509026.pdf
Published Paper URL
https://ijrti.org/viewpaperforall.php?paper=IJRTI2509026
CrossRef DOI
https://doi.org/10.56975/ijrti.v10i9.206123
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International Journal for Research Trends and Innovation
Published by IJRTI (JW Publication)
2456-3315
ISSN
10.57
Impact Factor
2016
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Open
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Declarations
Funding
No external funding was received for this study.
Conflict of Interest
The authors declare that they have no conflict of interest.
Acknowledgements
The authors would like to thank the reviewers and the editorial board of International Journal for Research Trends and Innovation for their careful reading and constructive comments, and all colleagues who supported the preparation of this manuscript.
