The effect of elements of the banking marketing mix on the mental image of the commercial banks: case study of Assalem Bank

Abstract

This study aims at knowing the effect of the banking marketing mix on the image of the commercial banks through a field study on the customers of Assalem bank. We used the analytical descriptive method and relied on the questionnaire for data collection from the customers. As for the procession of data, we used SPSS. Our findings show that there are a statistically significant positive effect of the banking marketing mix on the formation of the image in Assalem bank from the perspective of the customers, a statistically significant positive effect of the traditional marketing mix on the formation of the image in Assalem bank from the perspective of the customers, a statistically significant positive effect of the enlarged marketing mix on the formation of the image in Assalem bank from the perspective of the customers, and a statistically significant positive