Dimensions of Service Marketing Mix and its Effects on Customer Satisfaction: A Case Study of International Kurdistan Bankin Erbil City-Iraq


  • Jawdat Jaafar Khatab
  • Ezat Sabir Esmaeel
  • Bestoon Othman


Today, many economic sectors such as bankingindustries have recognized the importance of paying due attention to customers. Satisfying and retaining customers is a significant consideration for the growth and achievement of competitive advantage. The goal of this study was to investigate the relationship between the service marketing mix of banking services and customer satisfaction from International Kurdistan Bank. This study's research method is quantitative-inductive.Findings on the views of 131 international Kurdistan bank branches in Erbil are obtained. Data analysis is performed using covariance structures (structural equation modeling) confirmatory factor analysis and process analysis. The results of this study suggest a reliable and true measuring device and a good fit for the research model. The finding shows that there is a significant positive impact on customer satisfaction by all the dimensions of service marketing mix.The study advises that more focus should be on  physical evidence and process, in their service delivery in order for International Kurdistan Bank to be able to satisfy its customers.