دور المزيج التسويقي في تعزيز رضا الزبون : دراسة ميدانية على مصارف مختارة من مدينة الموصل

الملخص EN

This study seeks to identify the relationship between the elements of the marketing mix such as service policy, pricing, promotion, distribution, operations, client serving and the standards of the client satisfaction in several working banks in Mosul.

The marketing mix is one of the main activities practiced by the organizations either to be productive ones or the services.

The concentration on it is one of the basic principles that lead to the client satisfaction specially in the services organization because the operation of producing and marketing services differ from the goods specially in the filed of abstractivity.

The study points out that the banks suffer of decreasing in the marketing levels and leakage in constructing a marketing mix suitable for the client wishes.

Thus, this subject requires a sort of acknowledging the situation of the valuable services by several banks.

The evaluation is conducted by the client and the degree of the their satisfaction.

This study concluded that there is a sort of abstract connection between the elements of the mix and the standard of the satisfaction by the clients.

Hence, it is important to confirm the necessity of accompaniment it the recent developments in the filed of banking operations and using these techniques in giving distinct services that may yield a competitive criteria.