The Impact of Service Marketing Mixes on Customer Perception Regarding Modern Banking (A Study on Trust Bank Limited , Khulna Branch)

Abstract

Banking industry is now growing at a very satisfactory rate .In the emerging market of the banking industry, the banks are very careful about their success in the competitive market. So, to get the competitive advantage they use marketing mixes (7P). The aim of this study is to identify whether there is any relationship between the marketing mixes used by the bank and the customers perception .A structured questionnaire has been used to collect the data and the target population are the customers from all department of “Trust Bank Limited, Khulna Branch”. Some statistical tools such as regression, ANOVA etc. have been used to analyze the data and interpret the findings. The results show that five of the Marketing mixes has significant relationship with the perception of the customer regarding the modern banking. Those five are product, place, promotion, process and physical evidence all of which have P Value less than .05 and is has positive beta value. The price and people show insignificant value and that is why these two marketing mix have not any relationship with the customer perception regarding the modern banking.

Keywords: 7P, Private Banks, Bangladesh, Customer perception