مجلة اقتصاد المال و الأعمال
Volume 10, Numéro 3, Pages 110-125
2026-09-30

The Impact Of The Additional Banking Marketing Mix On Customer Satisfaction: A Case Study Of The National Bank Of Algeria (bna), Bab El-jazair Branch, Blida Province, Algeria



Authors : Bouchenaf Amar . Boukhedouni Djazia . Kaci Yacine .

Abstract

This study examined the impact of people, processes, and physical evidence on customer satisfaction at the BNA branch in Bab El-Jazair, Blida Province, Algeria. Using descriptive and analytical approaches, this study found significant positive relationships between these elements and customer satisfaction, with the “people” element exerting the strongest influence. The findings emphasize the importance of investing in employee training and developing professional and communication competencies to enhance customer satisfaction and loyalty in the banking sector. Jet Classification: C12 ; G21 ; M10 ; M31 Keywords: Additional Elements, Banking Marketing Mix, People, Processes, Customer Satisfaction.

Keywords

Additional Elements ; Banking Marketing Mix ; People ; Processes ; Customer Satisfaction

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