THE IMPACT OF MARKETING MIX OF FINANCIAL SERVICES ON CUSTOMER SATISFACTION AND COMPETITIVE ADVANTAGE OF MONEY EXCHANGE COMPANIES FROM THE CUSTOMERS’ PERSPECTIVE
The present study designed to exploring the influence of marketing mix of financial services on customer satisfaction and competitive advantage of money exchange companies in Jordan from the customers’ perspective. In this study, marketing mix elements adopted were product, price, promotion, place, people, process and physical environment used as independent variable and were customer satisfaction and competitive advantage used as dependent variables. Additionally, customer satisfaction was used as moderator. In this study, Quantitative approach was adopted and a questionnaire was distributed by face-to-face method on (536) customers on basis of convenience sample. SPSS and AMOS-SEM analyses were applied as statistical techniques in order to examine the primary data and analyse it. Results of analysis accepted the all-proposed hypotheses. The research has empirically confirmed that marketing mix have a positive impact on customer satisfaction and competitive advantage. Moreover, it found that the marketing mix has positive impact on competitive advantage through customer satisfaction. In addition, it found that marketing mix has more positive impact on customer satisfaction than marketing competitive advantage. This study recommended that the money exchange companies should determine the right marketing mix that satisfied customer to distinguish themselves and gain competitive advantage in the market through reaching customer satisfaction and taking into consideration the changes in the business environment.
Marketing Mix, Customer Satisfaction, Competitive Advantage, Financial Services, Money Exchange Companies, Jordan.