Abstract
This study aimed to conduct an analysis of the influence of service marketing mix on customer loyalty, with customer satisfaction as the mediating variable in the context of Islamic banks in Jordan. Banks generally require catering to distinct needs and preferences of customers in order to sustain their long-term relationship. The study collected the required data from 344 respondents using a structured questionnaire, with the sample obtained through convenience sampling approach. Based on the research results, all the elements of service marketing mix, namely price, product, place, promotion, process, people and physical evidence significantly and positively affected customer satisfaction and customer loyalty. This study contributes to the Jordanian Islamic banks knowledge and information concerning the marketing mix strategies that they can adopt in order to sustain and maintain long-term customer relationships. The study supported the importance of customer satisfaction for the creation of customer loyalty. The study findings have implications to literature and practice when it comes to understanding the marketing mix pattern, customer satisfaction and customer loyalty relationship.
Highlights
The development of banking has gone through leaps and bounds in the current world and such development may be attributed to the increasing technology growth and development as well as the development in information, machine and communication technology
Banks may facilitate user-friendly, hi-tech and efficient image by ensuring comfortable seating, pleasant ambiance, efficient computer systems, advanced technology and network connectivity (Helm & Gritsch, 2014). Both infrastructure and current technology impact the perceptions of the customers and their behavioral intentions (Kushwaha & Agrawal, 2015) and this study proposes that; H7: Physical evidence is a positively associated with customer satisfaction
This study primarily aims to determine if service marketing significantly affects customer loyalty and to determine which of the 7Ps have the highest impact on customer loyalty to Islamic banks in Jordan
Summary
The development of banking has gone through leaps and bounds in the current world and such development may be attributed to the increasing technology growth and development as well as the development in information, machine and communication technology. The developments affect community behavior and in the face of technology, community is enabled to access information, when it comes to banking information, and this holds true for Jordan. Jordan’s banking sector has undergone several improvements because of several factors, with the top being marketing. Effective and suitable marketing has a positive impact on the industrial actors, including banks. Marketing in banks refers to the creation and exchange of the bank’s product/service intended to bring about customer satisfaction. Marketing has paved an evolutionary path where the concern does not merely stem from new customers – but acquiring new customers, maintaining current customers and establishing long-
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