THE EFFECT OF MARKETING MIX ELEMENTS (7p’s) ON BRAND LOYALTY IN BANKING INDUSTRY (A CASE STUDY OF BUNNA INTERNATIONL BANK S.C.)

Abstract

Marketing mix elements plays a critical role in building brand loyalty. The study conducted the relationship between marketing mix elements on brand loyalty. It is under study in developing countries like Ethiopia regarding the effect of marketing mix elements on brand loyalty. The purpose of the study is to examine the effect of marketing mix/ elements on Brand loyalty in case of Bunna international bank S.C. Convenient sampling was employed to select customers from the sample branches. The finding of the study revealed that five of the marketing mix elements (product, price, promotion, people, and process) have direct and positive significant effect on brand loyalty of the Bank. However, contrary to our expectation, both place and physical evidence failed to ensure a statistically significant effect on brand loyalty. This study contributes to the marketing mix and brand loyalty debate