The evaluating promotion mix activities of banks operating among clients of commercial banks in Palestine

Abstract

This study aims to describe and analyze the Promotion Mix activities of banks in the West Bank by identifying techniques, raters, tools, objectives of the process, and difficulties from the administration's point of view. Also, it aims to evaluate promotion mix activities from clients' points of view by asking them about their preference for promotion mix activities and the importance of each activity of the promotion mix. The researcher adopted the exploratory, descriptive approach to achieve the study's main objectives. Data were processed using statistical techniques (SPSS). The study population includes a random sample of 300 marketing managers, commercial bank employees, and clients in the surveyed Banks, Businessmen, and students. The statistical analysis results of the data collected through the questionnaire tool prepared for this purpose showed a difference and apparent disparity between clients and management regarding the relative importance of the promotion mix activities.