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Marketing of banking services to attract customers through the marketing mix in the branches of Maskan Bank: within emphasis on the role of employees’ satisfaction

Sakineh Bagheripebdani, Leila Bagheripebdani, Ali Karampour

Public Management & Teacher of Sama Technical and Vocational Training College, Islamic Azad University Masjedsoleyman Branch, Masjed Soleyman, Iran

Educational Management. Islamic Azad University, Shahrekord Branch, Shahrekord, Iran

Public Management & Teacher of Sama Technical and Vocational Training College, Islamic Azad University, Shushtar Branch. Shushtar, Iran

Key words: Mixture marketing, Banking marketing, Banking services, Job satisfaction, Customer.


persons-hands-near-check-with-calculator-and-penThis study investigated the proper bank marketing techniques to attract customers, through seven marketing mix elements and the Role of employee job satisfaction in the quality of service in bank Maskan branches in Isfahan. This study is a descriptive survey method. In this study, by using the Cohen, Morgan and Kerjcie table, the number of bank customers 384 and employees 234 Is random stratified were selected from all customers and employees of the bank branches in Isfahan. Reliability with Cronbach’s alpha coefficient equal to %91 for employees and %93 to customers was extracted. Job satisfaction for employees, through a standard questionnaire, Minnesota, with content validity confirmed by experts and Cronbach’s alpha coefficient of reliability with %93 was extracted. Results were statistically analyzed by using descriptive statistics, one-sample t-test, Hotelling’s T2 and multivariate analysis of variance (Manova). Results showed that from the perspective of employees and customers, mix Marketing factors including staff, services, processes, services, physical facilities, advertising and promotion, price and location and time, are dude more than moderate to attract customers in the branches of Maskan bank. Staff demographic factors, including gender, experience, education and employment status Has no significant effect on the results of the seven components of the marketing mix. Among the demographic factors of employees, the employment status on job satisfaction has been effective. Employment status that is related to educational level and abilities of personnel can increase their motivation for offering superior services. They believed that social class of their job leads to better behavior between customers and personnel.

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