Paying attention to marketing and using the effective marketing strategies and techniques in customer attraction and increasing of deposits have become especially important due to competitiveness of financial markets and developed activities of private banks as well as financial and credit institutions. Given the importance of this issue, the effect of elements of marketing mix on customer attraction in Bank Saderat in Iran and abroad has been explored. Comparative analysis of the relationship between bank marketing mix and customer loyalty in the selected branches of Bank Saderat in Iran and abroad was the aim of the current study. This study was descriptive-field and the statistical population included all customers of the selected branches of Bank Saderat in Iran and abroad. Simple random sampling was used. The sample size was equal to 384 according to Morgan Table. The number of internal customers was equal to 204 and that of external customers was equal to 180. Two researcher self-made questionnaires were tools of data collection. Validity of the questionnaires was confirmed by the related professors and their reliability was obtained through Cronbach's alpha coefficient. It was equal to 0.804 for marketing mix questionnaire and 0.798 for customer loyalty questionnaire. Because these values are more than 0.7, reliability of questionnaires is confirmed. The collected data was analyzed using descriptive statistics methods as well as Pearson correlation test, independent two-sample t-test and variance analysis with the help of SPSS software. The results disclosed that there is a significant difference about relationship among the elements of bank marketing mix and customer loyalty in the selected branches of Bank Saderat in Iran and abroad.
Job Satisfaction, Employees Participation, Iran
