THE EFFECT OF MARKETING MIX ELEMENTS ON CUSTOMER SATISFACTION CASE STUDY FOR WEGAGEN BANK

Abstract

The objective of the study was to examine the impact of marketing mix on customer satisfaction in Wegagen bank. The study applied explanatory cross sectional research design for which information was collected from questionnaires that were distributed among the customers and the higher officials of the bank during the banking hours respectively. The study also applied both quantitative and qualitative approaches. This study considered 384 banking customers from the selected branch of the bank. Moreover, the study used both descriptive and inferential analysis. The descriptive result of the study indicates customers are highly satisfied on promotion, Prices and physical evidence of the marketing mix; while, they are moderate on the remaining four marketing mix compare to these three variables. Besides, most customers have high overall satisfaction on the implementation of the marketing mix in the bank. The correlation analysis shows there positive and significant relationship between the marketing mix and customer satisfaction. Study concludes that most of service marketing mix has higher effect on customer satisfaction of the bank. More over the researcher recommend that The bank should exert much effort to improve the overall level of customer satisfaction on the marketing mix tools namely; product, price, place, people and process through introducing new and diversified process options, fair service charges and commissions, cooperative and skillful employees, enhancing customers and employees technology knowhow and introducing fast and modernized services.