"This study attempts to develop a theoretical model and associated method for researching the impact
of marketing strategy on customer satisfaction. It also examines the indirect effects of a marketing
strategy on consumer satisfaction via the price and service quality. To clarify, it employs the concept of
natural logarithms and the Lagrange function to develop a conceptual model and form an optimal
marketing strategy. In addition, the study develops a model based on the conception of game theory to
identify the global marketing strategy in a competitive environment. In order to illustrate the viability
and contributions of the mathematical model; the empirical research employs the structural equation
modeling to test the interrelationships among research constructs. The mathematical and empirical
results offer an optimal guideline for a global marketing strategy to provide direction for allocating
strategic resources in a competitive environment. The results of the structural equation model support
the intermediary roles of price and service quality in the relationship between marketing strategy and
customer satisfaction. A coordination-integration strategy can reduce price, and both standardization
and coordination-integration strategies can reduce price and enhance service quality and then enhance
customer satisfaction in the global service market."
