Effect Of Extended Marketing Mix On Customer Satisfaction In The Ghanaian Banking Sector

Abstract

The study investigates the effect of extended marketing mix on customer satisfaction in the banking sector of Ghana. 310 bank customers in the Ashanti Region of Ghana were selected out of which 204 representing 65.81% response rate participated. IBM SPSS version 20 was used for the analysis. Data was collected using questionnaires. Purposive and convenient sampling techniques were adopted in selecting respondents. The study found that, people element in service delivery has a positive and significant impact on customer satisfaction. The study also found physical evidence to have impacted positively and significantly on customer satisfaction. Again, the study revealed that, Process plays a positive and significant effect on customer satisfaction. The study recommends the use of the extended marketing mix to satisfy customers.