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

Kraa, Jerry Jay; Opoku-Mensah, Benedict; Kwade, Phoebe; Boateng, Naomi Anna

dc.contributor.author	Kraa, Jerry Jay
dc.contributor.author	Opoku-Mensah, Benedict
dc.contributor.author	Kwade, Phoebe
dc.contributor.author	Boateng, Naomi Anna
dc.date.accessioned	2019-09-17T19:53:59Z
dc.date.accessioned	2022-01-16T07:15:47Z
dc.date.available	2019-09-17T19:53:59Z
dc.date.available	2022-01-16T07:15:47Z
dc.date.issued	2018-06
dc.identifier.other	Vol. 6,No. 5
dc.identifier.uri	http://localhost:8080/xmlui/handle/123456789/613
dc.description.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.	en_US
dc.description.sponsorship	Christian Service University College	en_US
dc.language.iso	en	en_US
dc.publisher	researchjournali.com	en_US
dc.subject	People, Physical Evidence, Process, Customer Satisfaction	en_US
dc.subject	People	en_US
dc.subject	Physical Evidence	en_US
dc.subject	Process	en_US
dc.subject	Customer Satisfaction	en_US
dc.title	Effect Of Extended Marketing Mix On Customer Satisfaction In The Ghanaian Banking Sector	en_US
dc.type	Article	en_US