文章基本信息

标题：The Influence of Services Marketing Mix (7 Ps.) and Subjective Norms on Customer’s Satisfaction in Islamic Banks of Palestine
本地全文：下载
作者：Feras M.I. Alnaser ; Mazuri Abd Ghani ; Samar Rahi 等
期刊名称：European Journal of Business and Management
印刷版ISSN：2222-2839
电子版ISSN：2222-2839
出版年度：2017
卷号：9
期号：27
页码：20-25
语种：English
出版社：The International Institute for Science, Technology and Education (IISTE)
摘要：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.
其他摘要：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. Keywords: Services marketing mix (7Ps), Subjective Norms, Customer Satisfaction
关键词：Services marketing mix (7Ps); Subjective Norms; Customer Satisfaction