Mix marketing bank services and its influence on Post Bank’s customers’ satisfaction and loyalty (filed study of Post Bank of Isfahan province)

Abstract

In banking system a customer is equal with at least one property. Banking need to see its existence through customer and try to understand the needs and inclinations of its customers within the competitive environment and meet the customers’ satisfaction of the organization. The best tool to reach this goal is the use of marketing principles in particular banking service marketing in order to keep the market share, customers’ share and profitability. Given the introduction of marketing as a tool of providing satisfaction and loyalty of the customer in this article in the first stage concepts of marketing and mix marketing elements are introduced and at analysis stage by distributing the questionnaire prepared in the intended statistical population the required data are collected and by statistical analysis of the data rate of efficiency and the priority of each of the eight elements of mix marketing service in order to assist the management to improve the performance of Post Bank branches in terms of codifying efficient marketing programs were determined. In this study on the basis of the obtained results from the eight components of mix marketing bank service the counter management and the process with mean index of 4/37 ranked the first as the most effective element of mix marketing bank services on the satisfaction and loyalty of the customers.