文章基本信息

标题：The effect of marketing mix in attracting customers: Case study of Saderat Bank in Kermanshah Province
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作者：Bahman Saeidi Pour ; Kamran Nazari ; Mostafa Emami 等
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2013
卷号：7
期号：34
页码：3272-3280
DOI：10.5897/AJBM12.127
语种：English
出版社：Academic Journals
摘要：This study investigated the impact of marketing mix in attracting customers to Saderat Bank in Kermanshah Province. Questionnaire which included 30 questions was used to collect information in this research. The reliability of the questionnaire was calculated using Cronbach's alpha, and a value of 0.882 was obtained, greater than 0.7 which is the reliability of the questionnaire. The population used in this study is the customers of Saderat Bank in Kermanshah Province, with at least one account, interest-free loans and savings. 250 questionnaires were collected by stratified random sampling. The work has one main hypothesis and 5 sub- hypotheses. Pearson correlation test was used to test the hypotheses. It was established that factors in the marketing mix have a significant positive effect in absorbing customers. That means the bank has a significant positive effect.
关键词：Marketing; marketing mix factors; customers’ orientation; customers’ satisfaction