Impact of Service Marketing Mixes on Customer Perception: A Study on Eastern Bank Limited, Bangladesh

Abstract

Modern banks are blending all the 7Ps of services marketing in their marketing activities to retain existing customers as well as to attract potential ones. This study has put efforts to investigate the impact of service marketing mixes on customer perception towards modern banking in Bangladesh. Target population of the study was the customers of Eastern Bank Limited, Khulna branch. Sample size was 315 and convenience sampling method was applied to collect data from the respondents with a structured questionnaire. 5 point Liket scale was used to develop the survey questionnaire. Multiple regression statistics was used to identify the relationship between the elements of services marketing mixes and customer perception. The result shows that price, promotion, people and physical evidence were found to be statistically significant with customer perception. Therefore, price, promotion, people and physical evidence have positive impact on perception of the customers of Eastern Bank Limited, Khulna. Whereas, product, place and process were found having no significant impact on customer perception.

Keywords: Services marketing mix, customer perception, modern banking.