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ISSN 2063-5346
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THE EFFECT OF SERVICE MARKETING MIX ELEMENTS ON CUSTOMER SATISFACTION AT DEBUB GLOBAL BANK S.C HAWASSA CITY BRANCHES

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Yidnekachew Mussie Lankamo, Mr.1*, Dr. Bijal Zaveri, M.2
» doi: 10.48047/ecb/2023.12.si5a.0558

Abstract

Customer satisfaction is described as a person's enjoyment or unhappiness with a product's perceived performance or outcome compared to their expectations. It is a continuous process that necessitates management's attention. The marketing mix is a collection of controllable marketing elements that a firm employs to elicit the appropriate response from its target market. This study aimed to look into the effect of service marketing mix variables on customer satisfaction at Debub Global Bank S.C. Hawassa city branches. 365 bank respondents completed a closed-ended questionnaire to achieve the study's goal. These respondents were chosen using the convenience non-probability sampling approach. The information received from questionnaire respondents was examined using statistical tools such as mean, standard deviation, correlation, and multiple regression analysis. The mean descriptive result of this study indicates that clients are neither satisfied nor dissatisfied with the bank's marketing mix elements. As a result, customers are dissatisfied with four varied aspects (pricing, location, promotion, and method). Still, two composite parts (service and physical proof) are neither satisfied nor unsatisfied, and only one composite component (person) is happy. In a correlation study, all independent criteria (service, price, location, promotion, person, process, and physical proof) are significantly associated with the dependent variable (customer enjoyment). According to the regression study, six marketing mix characteristics (service, price, site, person, process, and physical proof) considerably impact consumer pleasure. Whereas advertising increases consumer satisfaction, its absence has the reverse effect. Based on the study's findings, the researcher provides various recommendations to bank management and other researchers.

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