EVALUATING THE BANKING MARKETING MIX'S ROLE IN ENHANCING CUSTOMER SATISFACTION: A CASE STUDY ON AL SALAM BANK’S CONSUMER CAR FINANCING

This study investigates the impact of the banking marketing mix (7Ps: product, price, place, promotion, people, process, and physical evidence) on customer satisfaction, focusing on Al Salam Bank’s car financing services in Algeria. A structured questionnaire was administered to 395 respondents, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the data. Results reveal that all marketing mix elements positively influence customer satisfaction, with process and price being the most significant contributors. These findings highlight the importance of streamlined processes, competitive pricing, product innovation, and customer-centric services in enhancing satisfaction. This study provides valuable insights for banking institutions, particularly in Islamic finance, to refine their marketing strategies and improve service delivery, ultimately fostering customer loyalty.