Download PDF

Abstract

This study intends to examine the effect of marketing mix on customers of the KBZ bank in Meikhtila. Customer satisfaction is a dependent variable, while the marketing mix (product, price, place, and promotion) is an independent variable. The quantitative research method is applied in this research. 384 consumers who are using KBZ bank were selected as the respondents by using convenience sampling method in the survey. In this study, both primary and secondary data are utilized. Primary data are collected from 384 guests of the KBZ bank. To gather the primary data, structured questionnaires with five-point Likert scale are distributed to the respondents. Secondary data are collected from the main bank website, customers’ reviews and recommendations, previous research, and other relevant documents. Descriptive statistics and multiple regression analysis are used to analyze the collected data. According to the results of multiple regression product, price, place, and promotion have positive and significant effects on customer satisfaction. However, the place is not significant in terms of customer satisfaction. Among the products, price is the most influencing marketing mix on customer satisfaction in KBZ bank. To get more agent, KBZ agent banking should give high priority to consider new promotion strategies

Author: YIN MYO THU