قياس مدى رضا العملاء عن المزيج التسويقي : دراسة ميدانية في عينة من المصارف التجارية الجزائرية الخاصة

Abstract EN

This study aimed at measuring the exntent of customers satisfaction for the seven elements of the marketing mix (7P’s) that used by Algerian private commercial Banks.

To achieve that, the researcher formed a questionnaire consisted of (35) items covering the following elements: Product/Service, Pricing, Promotion, Place/ Distribution, Physical Evidence, Personnel, and Operations, This questionnaire had been distribued to a random sample of (105) Customers of seven Algerian private commercial Banks, specifically napel: the Bank of Al baraka - Alegria (BA-A), the Arabica Bank - Alegria (AB-A), the Parisien National Bank – Alegria (BNP-A), the Gulf Bank of Alegria (AGB), Araba Banting Corporation – Alegria (ABC-A), Nattais Bank - Alegria (NB-A), General Society – Alegria (SG-A).The study revealed a high degree of satisfaction from Customers regarding banking marketing mix prepared by Algerian Private commercial banks, whereas customers satisfaction rate amounted to 90,20%.

According to the study results, the researcher recommended that the Algerian private commercial banks need to continue enforcing and supporting all elements of their marketing mix ; besides the need for the Algerian monetary authority to encourage the entrance of foreign and local banks to the Algerian banking sector.