THE EXTENT OF THE CUSTOMERS SATISFACTION ON THE ELEMENTS OF THE MARKETING MIX APPLIED IN THE ALGERIAN PUBLIC COMMERCIAL BANKS : AN EMPIRICAL STUDY

Abstract

This study aims; in general, to know the extent of the customer’s satisfaction on the various elements of the marketing mix: Product, Pricing, Promotion, Place, Physical evidence, People, and Processes applied in the Algerian public commercial banks. To achieve the above-mentioned method, the researcher used a descriptive and an analytical field survey which is designed according to Likert Quintet scale. This survey was distributed randomly to a sample consisting of (150) customers of the Algerian commercial public banks which are six, namely: The National Fund for Savings and Reserve (CNEP), the National Bank of Algeria (BNA), the Popular Credit of Algeria (CPA), the Algerian Exterior Bank (BEA), Bank of Agriculture and Rural Development (BADR), Bank of Local Development (BDL).This study has concluded that there is clear satisfaction of the Algerian public commercial banks customers where the different marketing mix elements are applicable, reaching satisfaction rate of (80%).At the end, the study recommended that the Algerian commercial public banks need to continue supporting the operations and improve the various components of the specific marketing mix. In addition, the study recommended that the Algerian public commercial banks need to establish a strategy with private banks alliances in order to take advantage of these alliances in developing the elements of the specific marketing mix.