The Role of Service Promotional Mix on Customer Satisfaction; Case Study of Agriculture and Rural Development Bank in Djelfa

Abstract

Now days, the issues of promotional efforts of banking services are becoming more  complicated, in today’s competitive environment, in terms of competing effectively with other financial institutions. In banking sector communication elements are especially important, they help to create powerful images, confidence and a sense of reliability to achieve customers’ satisfaction.

The main purpose of this study is to reach a better understanding of the promotion’s strategies in financial institutions. In order to reach this target we’ve conducted a questionnaire for clients of our case study bank, to examine the role that the promotion mix components play in terms of reaching the bank customers’ satisfaction. The results show that the personal selling plays an important role on achieving customer satisfaction.