The influence of services marketing mix (7 Ps.) and subjective norms on customer’s satisfaction in Islamic banks of Palestine
The purpose of this study was to examine the relationship between services marketing mix (product, price, place, promotion, people, process and physical evidence) on customer Satisfaction. Additionally, this study also explored the role of subjective norms towards customer satisfaction in Islamic...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/5348/1/FH02-FESP-17-10525.pdf http://eprints.unisza.edu.my/5348/ |
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| Summary: | The purpose of this study was to examine the relationship between services marketing mix (product, price, place,
promotion, people, process and physical evidence) on customer Satisfaction. Additionally, this study also
explored the role of subjective norms towards customer satisfaction in Islamic Banks of Palestine. Customer
satisfaction is one of the essential factors for the success of a company. In order to achieve the high customer
satisfaction, companies must know when and how their customers are satisfied about the products and services.
The majority of companies follow a conventional marketing strategy, but some companies choose to follow a
religious or spiritual marketing strategy such as the Islamic marketing strategy. Conventional marketing
strategies satisfy the customers based on the current needs of the customer, whereas, Islamic marketing strategies
satisfy the customers based on the human values, marketing cultures, and Islamic rules and regulations (shariah
laws). Structural equation model was used for the testing of hypothesized relationships. Finally, study concluded
that marketing mix and subjective norm significantly influence on customer satisfaction in Islamic Banking
context. |
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