Investigating the effect of marketing mix components on attracting customers of Kermanshah Cooperative Development Bank

Academic Thesis for Master's Degree

Field: Business Management, Marketing Orientation

Abstract

Serious attention to service management and marketing can create a new transformation and orientation in banks. Some discomforts and dissatisfactions are the result of ignorance and carelessness of people who are weak in managing services, understanding contacts and responding to their needs and wants. In service marketing management, special attention should be paid to service marketing mix factors. Marketing mix is ??a set of marketing tools that the organization uses to achieve its goals in the market. For this reason, the topic of this research was chosen as the study of the effect of marketing mix components on the attraction of customers of the Cooperative Bank of Kermanshah province.

The method used in the research is a descriptive-survey method, and in the sense that its expected results can be used in the process of attracting more customers in the Cooperative Bank, it is "applicable". Kermanshah Province Cooperative Development Bank have referred. In order to select a statistical sample, 200 samples were randomly selected.

Written information was collected from the library method and information was collected in the field of hypothesis testing through the distribution of questionnaires among customers. Descriptive statistics were used to describe the indicators of the collected information and inferential statistics and Student's t-test were used to answer the research questions and hypotheses, and Friedman's test was also used to prioritize the factors affecting brand credibility. The results of the analysis of the questionnaire data led to the confirmation of the relationship of seven mixed factors of service marketing (location and number of bank branches, interest rates and fees for providing banking services, providing advertisements, diversity and up-to-dateness of banking services, the behavior and actions of bank employees, tangible physical assets and service provision procedure) with the attraction of customers of Tehsehe Cooperative Bank. According to Friedman's test, the factor of interest rate and bank service fees has had the greatest impact on attracting customers.

Keyword: service marketing mix, bank, customer satisfaction

Introduction

In recent years, the research conducted on the recognition of factors that are effective in the field of customer satisfaction and loyalty has been expanded. The research conducted by many authors has suggested that loyal customers be maintained as a competitive asset, and one of the ways to strengthen this is through the establishment of a sincere, appropriate and strong cooperative relationship between sellers and buyers (Sadeghi, 2012). Nowadays, with the development of the marketing concept, commercial organizations, including banks, have realized that in order to achieve their goals, they must satisfy customers. It must be accepted that markets are limited and customers are rare. In the current period, organizations want success, they are looking for ways and methods to be able to control the leadership of the market, one of the most important success factors is customer orientation. In this regard, many organizations have only limited themselves to theorizing and have rarely dealt with it in a real and practical way (Hassanzadeh, 2014). Some banks are trying to outdo others in this competitive scene by identifying customer needs and providing different services to the market. But those who will be successful in the competition scene in the future will be able to pay attention to people's needs and demands and respond to people faster than others. In other words, in a competitive market among banks, those who have special marketing plans to provide services to customers will be successful. Today, organizations that want success are looking for ways and methods to be able to control the market leadership, one of the most important success factors is customer orientation, therefore, banks compete with each other to attract and attract customers, and no bank can survive without customers. In the competitive market among banks, those who have special marketing plans to provide services to customers will be successful in order to satisfy customers and by using marketing methods and strategies in attracting customers and obtaining their satisfaction, they will achieve their desired goals.In the competitive market among banks, those who have special marketing plans to provide services to customers in order to satisfy customers will be successful and will achieve their desired goals by using marketing methods and strategies to attract customers and gain their satisfaction. Therefore, the ability of banks to grant facilities depends on the amount of savings deposits with each bank. Therefore, all the people who keep funds in excess of their immediate needs in the banks as savings deposits, can clearly see that banks and financial institutions use these funds in the ways and cases of the needs of the society, which mainly contribute to solving financial problems, creating employment, meeting the essential needs and improving those working applicants in small dimensions. The effect and type of relationship of these factors with the success of banks in attracting and retaining customers are important categories, and in today's era, due to the competition between banks and financial institutions to attract more customers, mastering the factors effective in attracting and retaining customers has become particularly important and has always been the main task of the banking system. Marketing mix is ??one of the important components in the decision-making and evaluations related to the marketing of a company, because the marketing mix or marketing strategy is a combination of elements necessary for planning and implementing the entire marketing operation. On the other hand, the marketing mix elements are controllable and interrelated. The decision about one of them affects the activities related to other elements, and if the marketing mix components are effectively combined with each other in such a way that they are in harmony with both consumer needs and environmental forces in the entire selected market, it will lead to the emergence of a successful marketing system (Kitabi, 2014). The marketing mix represents the basic activities of marketing managers. After selecting a target market, marketing managers must develop a systematic plan to sell to customers and build long-term relationships (Doyle, 1995). The marketing plan consists of decisions about product, price, promotion and distribution. These are the most important types of departments that marketing managers allocate organizational resources to in order to achieve sales and profitability goals (Goldsmith, 1999, p. 179). Marketing mix is ??a set of controllable marketing tools that the company combines to respond to the target market. The marketing mix includes all the things that the company can do to affect the amount of demand (for its products) (Dargi, 1384).

Service marketing theorists conducted many studies on the difference between service marketing and product marketing (Berry, 1980). A major part of these efforts was spent emphasizing the concept of marketing mix and that the service marketing mix is ??different from the goods marketing mix. By showing that service marketing requires different decisions than goods, these thinkers were able to differentiate service marketing from goods marketing. In the service marketing mix, we see another three P3 including personnel, physical assets and procedures (processes) in addition to four P4, which finally results in a marketing mix with seven P7 for services. Thus, service marketing theorists created a new management theory and distinguished it from goods marketing (Lovelock, 1996; Goldsmith, 1999).

Today, customer satisfaction is viewed as a cognitive construct. Where customers compare perceived performance with a measurable standard. Paying attention to the cognitive aspect of customer satisfaction to remove an emotional basis seems strange, but research in psychology has shown that emotions can affect evaluation processes.