This study aimed to determine the impact of service marketing mix to improve perceived image of users of public urban transport buses. The theoretical part covers all the elements of marketing mix (7P’s). In addition, it includes a general overview about customer perceived image and that form a background for a better understanding of service marketing for public transport companies. In the empirical part, quantities research methods are used and data is collected through a survey for a random sample of ETUM buses users in M’silla city and obtained a total of 297 responses valid to analyze. The study results indicate that there is a relationship impact between marketing mix used by ETUM company and customer perceived image, but only 24,6% of respondents have a positive impression in service provided by the company, which is a very small rate. However, the impression in marketing mix used by ETUM company is overall neutral tended to be very likely negative especially if the company remains the current marketing strategies. Finally, the study has revealed that the difference in customers perceived image is not probably due to customer characteristics or differentiation; gender, educational level, and the income. Otherwise that difference is attributed to age group and profession.
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