Impact of service marketing mix on customer satisfaction

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.