التكامل الاقتصادي
Volume 11, Numéro 4, Pages 591-606
2023-06-15

Measuring Customers’ Satisfaction With The Marketing Mix In Participatory Banks A Field Study Of A Sample Of Algerian Participatory Banks)



Authors : Chenni Talia . Reguig Mohamed Khalifa . Mehor El-hadj M’hamed .

Abstract

A study aimed at monitoring customer satisfaction with various elements of the marketing mix (product, price, place, and promotion) of Participation Bank was conducted since its launch in Algeria in 2018. To answer the research question, 81 clients completed questionnaires to examine study variables. The questionnaire data was analyzed with SPSS, using statistical methods to achieve the study's objective. As a result of the study, it was concluded that the participating banks in Algeria have high levels of customer satisfaction, with the following marketing elements: The customers of the participating banks are satisfied with the prices of their financial products and the methods of promoting these products and the products offered by the participating banks and the methods of their distribution, as the satisfaction rate reached more than 80%.

Keywords

Marketing mix ; Participatory Banks ; Customers’ Satisfaction

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