The Impact of Marketing Financial Services on Value Behaviors Through Loyality and Satisfaction of Customer of Arab Bank in Jordan

Abstract

The study aimed to know the relationship between marketing of financial services in public sector banks with special reference to Arab bank in Jordan. The analysis of the data acquired from the customers of the Arab bank in Jordan provides meaningful insights into Perceived financial service quality, Perceived financial service orientation, marketing mix strategy, customer satisfaction, customer loyalty and Value in behavior. Further, the research investigates the direct and indirect association among the study variables. The preliminary analysis discloses that the means of all the study variables. It was found that the Perceived financial service Quality and Marketing mix strategy has a significant positive association with Value in behavior. Further, Perceived Financial service quality has a positive significant association with customer satisfaction and customer loyalty in the Arab bank in Jordan. Additionally, Perceived financial service orientation has a positive significant relationship with customer satisfaction and customer loyalty. Further, a Marketing mix strategy has a positive significant relationship with customer satisfaction and customer loyalty. At last, customer satisfaction and customer loyalty have a positive significant relationship with Value in behavior. Further, it was found that perceived financial service orientation has a negative significant relationship with Value in behavior. Besides, Customer satisfaction and Customer loyalty partially mediate the relationship between Perceived financial service quality and Value in behavior. Likewise, Customer satisfaction and customer loyalty cannot mediate the relationship between Perceived financial service orientation and Value in behavior because hypothesis is rejected. Therefore. Finally, Customer satisfaction and Customer loyalty partially mediate the relationship between Marketing mix strategy and Value in behavior were partially supported.