The impact of service marketing mix elements on customer loyalty: a case study on CPA bank in Algeria

Abstract EN

Companies require focusing on customer’s special services and needs, as they have to seek for various marketing strategies in order to enhance the customer’s loyalty.

we aim in our investigation to analyse the influence of services marketing mix elements on customer loyalty.

in this purpose, a survey has been conducted on 39 of the CPA bank customers (in Algeria).

after the data analysis, the results demonstrated that there is a significant impact of service marketing mix elements (price, product, place, promotion, process, people, and physical evidence) on customer loyalty.