مساهمة المزيج الترويجي في زيادة رضا الزبون المصرفي دراسة ميدانية لبنك الخليج الجزائر - وكالة بسكرة -

Abstract

The study seeks to determine the relationship between the components of the promotion mix (advertising, personal selling, sales promotion, public relations, direct marketing) and customer satisfaction standards in a number of banks. The promotional mix is one of the main activities practiced by banks, and interest; it is one of the main pillars of customer satisfaction. The study showed that banks suffer from a decrease in the level of marketing activities and weakness in building a promotional mix suited to the needs and desires of customers. It is necessary to know the reality of the services provided by the banks sample of the study and evaluated by the customers and their satisfaction. In addition, there is a significant relationship among the variables of the promotional mix and customer satisfaction in the surveyed sector. Additionally, the relationship between some elements of the mix and the level of satisfaction achieved by customers, and here in turn imposes several things on the investigated banks such as the need to keep abreast of recent developments in the field of banking operations and the use of technologies In providing outstanding services so that they can gain competitive advantage. Key Words : Promotion Mix, Customers Satisfaction