أثر المزيج التسويقي للخدمات المالية على رضا الزبون باستخدام النمذجة بالمعادلات البنائية وتحليل المسار – دراسة حالة مؤسسة بريد الجزائر بالمسيلة-

Abstract

This research aims to study the effect of the marketing mix of financial services on customer satisfaction at the level of the Algeria Post Corporation in M'SILA, using the modeling method through structural equations and the path analysis model, to determine the direction and strength of the relationship between the elements of the marketing mix and customer satisfaction from June 2019 until until December 2019, and we found that there is a significant moral effect of the elements of the marketing mix on customer satisfaction, but to varying degrees, the most important of which are distribution and operation, physical evidence, promotion, individuals, and then in weak degrees like price.