The Impact of the Banking Marketing Mix on Creating a Mental Image among Customers

A Field Study in Private Banks Operating in Duhok Governorate

Abstract

Determining the banking marketing mix requires a precise understanding of banking services marketing, considering the rapid changes in the business environment and the evolving needs and desires of customers. Banks, especially private ones, vary in their emphasis on marketing mix elements in terms of defining them, understanding individual requirements, and building a mental image for customers. This is among the objectives that banks strive to achieve in a planned manner. The research problem centers on the question of the impact of the banking marketing mix on shaping customers’ mental images. The study aims to examine the effect of the dimensions of the banking marketing mix—namely service, price, distribution, promotion, people, processes, and physical evidence—on creating a mental image among customers in private banks operating in Duhok Governorate. The researchers adopted a descriptive-analytical approach by designing a questionnaire distributed to a sample of employees providing services to clients, as well as a sample of customers dealing with the studied banks. To achieve the research results, the SPSS statistical program was utilized. The findings revealed that private banks in Duhok Governorate rely on a diverse and distinctive marketing mix, which has a clear impact on shaping the mental image among individuals in the sample. The study recommends focusing on the service element due to its vital role in enhancing the bank’s mental image, innovating in service delivery methods, improving quality, and finding a balance between service and its price, which helps banks compete amid the rapid technological developments in the business environment.