THE EFFECT OF MARKETING MIX ELEMEON CUSTOMER SATIFACTION: A CASE OF STUDY ON COMMERCIAL BANK ETHIOPIA GIJECT BRANCH ON FOCUS

Abstract

The purpose of the study was to examine the effective of marketing mix elements on customer satisfaction of commercial bank Ethiopia in Gijet branch. The study used explanatory research design to which examines causal linkage marketing mix elements on customer satisfaction. The study used quantitative approaches. This study considered 372 banking customers from the selected Gijet branch of the bank. More data, the study was used both descriptive and multiple leaner regression analysis. This study result that that have statistically significant effect are price, place, promotion, process, product, and physical evidence on customer satisfaction. Whereas that not implied statistically significant is people on customer satisfaction. The independent variables explained 0.58 of the variation on the dependent variable. Which implies that is 0.42 of the variation explained by the other variables, which are not included in the model. The competitive advantage competitive environment is working under bank to have. Bank manager should be having an equipped and human resource. If the bank have available employees that is motivate and committed in their job, then the bank is attract more customer and retain existing customers. The bank should be invest time, resource and building their customer interest and their bank. In addition, should be providing training and development their employees based the customers handing and their perspective.