مجلة بحوث الإدارة والاقتصاد
Volume 7, Numéro 1, Pages 110-126
2025-05-01

Analyzing The Banking Marketing Mix And Its Impact On Customer Satisfaction: A Case Study On Consumer Financing For Car Acquisition From Al Salam Bank.



Authors : Djaafari Mohammed Ridha . Bibi Walid .

Abstract

In an explorative study examining the influence of the banking marketing mix on customer satisfaction, particularly in consumer car financing at Al Salam Bank, a detailed Structural Equation Modeling (SEM) analysis was conducted, involving a random sample of 310 participants, information was diligently collected through a meticulously crafted questionnaire. The objective was to dissect the complex relationships between diverse marketing mix elements (product, price, place, promotion, people, process, and physical evidence) and their respective impacts on customer satisfaction. Notably, 'Process' emerged as a pivotal determinant in influencing customer satisfaction. This investigation not only fortifies existing literature but also offers potent theoretical and practical insights, particularly in the strategic deployment of marketing tactics within consumer financing, ultimately enhancing customer satisfaction and loyalty.

Keywords

Marketing Mix ; Customer Satisfaction ; Consumer Financing ; Bank ; Consumer Behavior

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