The Impact of Banking Services Marketing Mix on Customer Loyalty Case Study of Private Banks in Kurdistan - Iraq
DOI:
https://doi.org/10.25212/lfu.qzj.2.5.28الكلمات المفتاحية:
customer loyalty, Marketing Mix (7P’s)الملخص
The aim of this study is to investigate the elements of banking marketing mix in private banks in Kurdistan - Iraq, and the role of these factors in attracting customers from the market and encourage them to deal with these banks. Since the elements of marketing mix are considered as the most important factors that influence the customer loyalty, which requires the bank management to have an attention on the marketing of bank services in well-organized manner. Therefore, according to our questionnaire process and data analysis, the results indicate that customer loyalty correlates positively with product quality, Price, and place; while promotion, people, process of operations and physical environment has no correlation with customer loyalty.
التنزيلات
المراجع
- اّطػاد قٜض ةػٟؽ، (1999 ،( حفٜٟي اّغػٔات إّطؽو٠ث، ط 1 ، اٌّاٚؽة – ٔطؽ، اّت٠ان ّْؽتاقث واّ٘شؽ.
- اّتُؽي ذأؽ ٟاـؽ،)2006 ،)اّخفٜٟي :أـؿ ؤىاٚ٠ٔ ٓكاضؽة، ط 1 ، قٕان – األردن، دار اّ٠ازوري ّْ٘شؽ واّخٜزٟف.
- حٜو٠ي، قٕؽو قتػ اّؽضٕٖ،)2007 )قالًات اّكٕالء .اٌّاٚؽة :ٔؽَؾ اّغتؽات إّٛ٘٠ث ّإلدارة.
- اّشؽٟؽي ضاّص قٕؽو َؽأث، )2006 ،)أذؽ اّخفٜٟي اّػاعْٞ وسٜدة اّغػٔات وٞ رعا اّكٕ٠: ِدراـث حؽت٠ٌ٠ث ّك٠٘ثٖٔ إّطارف اّ٠ٕ٘٠ث، أؼؽوضث دَخٜراه م٠ؽ ٔ٘شٜرة وٞ قْٜم إدارة األقٕال، سأكث دٔشي، ـٜرٟا.
Cronin Joseph and Taylor Steven, (1994), Servperf versus Servqual: reconciling performance based and perceptions minus expectations measurement of service quality, Journal of Marketing, Vol.58, No.01, PP: 125-131.
Kotler, P., Armstrong, G., Wong, V., & Saunders, J. (2008). Principles of Marketing. (5th ed.). Prentice Hall.
Lovelock Christopher and Wright Lauren, (2002), Principles of service marketing and management, (2nd Ed), New York - U.S.A, Prentice-Hall.
Nunnally, J. C. (1978), Psychometric theory (2nd ed.), New York: McGraw-Hill
Payne Adrian, (1995), The essence of services marketing, New York – U.S.A, Prentice – Hall.
Spreng Richard, Mackenzie Scott B, and Olshavsky Richard W, (1996), A re-examination of the determinants of customer satisfaction, Journal of Marketing, vol.60, No.03, PP: 15-32.
التنزيلات
منشور
كيفية الاقتباس
إصدار
القسم
الرخصة
الحقوق الفكرية (c) 2017 اىٍػرس اىٍفاغػ أُؿ مضٍػ زْ٘ؽ اىطاج ضفَ٘, اىٍػرس اىٍفاغػ نِان غ٘فٕ اىفاٗؼ , اىٍػرس اىٍفاغػ غػي ضاةٔر اىؽاشػي
هذا العمل مرخص بموجب Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Qalaai Zanist Journal allows the author to retain the copyright in their articles. Articles are instead made available under a Creative Commons license to allow others to freely access, copy and use research provided the author is correctly attributed.
Creative Commons is a licensing scheme that allows authors to license their work so that others may re-use it without having to contact them for permission
