أثر المزيج التسويقي الخدمي الموسع على و لاء الزبون : دراسة عينة من زبائن بنك الفلاحة و التنمية الريفية بالجلفة

الملخص EN

The study aims to identify the impact of the expanded marketing mix on the client's loyalty at the Bank of Agriculture and Rural Development in djelfa.

The impact was studied through the dimensions of the expanded marketing mix (individuals, operations, physical environment) as an independent variable and client loyalty as a subordinate variable, with 58 questionnaires distributed to the bank's customers.

The data was analyzed using the statistical program Spss.

The study found that there is an impact of the elements of the expanded marketing mix on customer loyalty, and the study recommended the need to adopt modern concepts of marketing in the bank by enhancing interest in the elements of the expanded marketing mix to achieve and gain the loyalty of its customer's.