Abstract
Findings of previous studies poorly proved that the impact of all elements of service marketing mix on customer satisfaction. This gap motivated me to do research in banking services to know the impact of service marketing mix on customer satisfaction in two selected branches of Batticaloa District. This study is aimed to know the impact of service marketing mix on customer satisfaction. This study considered 100 banking customers from the selected two branches of Bank of Ceylon in Batticaloa District. For collecting data, questionnires were distributed among the customer for each branch of Bank of Ceylon during the banking hours without disturbing the employees at banks. In this study, if correlation values for service marketing mix elements such as product, place, promotion, price, people, process & physical evidence and customer satisfaction are 0.707, 0.605, 0.685, 0.665, 0.684, 0.504 and 0.670 respectively service marketing mix elements have higher strength of associations with customer satisfaction. Test of hypotheses have proved that service marketing mix has relationship with customer satisfaction. In terms of the values of the R square and adjusted R square of the results of the regression, service marketing mix elements such as product, place, promotion, price, people, process and physical evidence explain around 75% of variation on customer satisfaction. Study concludes that service marketing mix have higher impact on customer satisfaction.
Highlights
Service marketing mix focuses on the needs marketing mix such as product, price, place, of the customers in the banking sector
Null hypothesis: Service marketing mix is not related to customer satisfaction
Alternative hypothesis: Service marketing mix is related to customer satisfaction
Summary
Service marketing mix focuses on the needs marketing mix such as product, price, place, of the customers in the banking sector. October 2015 of studies with respect to the relationship between few selected elements of service marketing mix and customer satisfaction. In another research conducted by Gupta and Mittal (2008), it was found that it is very important to have a well-designed promotional strategy to promote banking services effectively to satisfy customers. Findings of the previous studies found that service marketing mix is indispensable in promoting customer satisfaction in different service industries. These findings did not properly support the impact of all elements of service marketing mix on customer satisfaction.
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