The extent of adoption of the marketing mix elements (7P’s) by commercial banks operating in Algeria from the point of view of their directors and employees: An empirical study

Abstract

This study aims to recognize whether commercial banks in Algeria (public and private banks) adopt the seven elements of the marketing mix (Product, Price, Promotion, Place, Physical evidence, Personnel, Process).

Hence, the study was carried upon a survey on a random sample of (255) directors and employees working in the Algerian banks: (150) of them belong in the public banks and (105) in the private ones. In this regard, the researcher’s survey was built upon the (Lekert) Standard in choosing the right response. Other statistic methods have been used to analyze the data of the study.

The study concluded that banks in Algeria adopt the seven elements of marketing mix but they applied these elements at different positive levels.

 Consequently, the study arises some relevant recommendations. For instance, it is very important for the public and private Algerian banks to strengthen and support the Marketing mix in banking, as a requirement to confront the competitiveness challenges. This may have an influence on meeting the requirements of the clients and their satisfaction which is the first basis of a sustainable competitive advantage.