Studying the Impact of Services Marketing Mix on Preferring a Brand by Customers Case Study: Selected Branches of Mellat Bank in Isfahan Province

Importance of marketing in increasing of customers as well as customers' preference towards a brand has an undeniable role. Objective of this survey was to study the impact of services marketing mix on preferring a brand by customers. Therefore, marketing mix of services was used and impact of each one of its elements (seven elements) on degree of preference of Mellat Bank by customers was measured using t-test and in viewpoint of one-hundred thirty (130) customers as the statistical population of the survey.
The survey was conducted using descriptive-field method. Tool of data collection was questionnaire containing 25 questions and its reliability was confirmed through Cronbach alpha coefficient (0.79). According to respondents, elements of marketing mix are effective on degree of preference of a brand by customers. Findings show as mutual significance level (0.020) is less than 5% it could be perceived that average value of this item has a significant difference with test value (equal to 3). On the other hand, because the calculated lower and upper limits are negative in the confidence interval 95% it could be concluded that average is less than test value equal to 3. Thus, test hypothesis is rejected and null hypothesis is accepted. In other words, aesthetic appearance of the bank is not effective on degree of preference of a brand by customers. Test results reveal employees' behavior with clients and ease of access to bank branches have the highest impact on customers' preference to choose Mellat Bank in Isfahan province but aesthetic appearance of the bank hasn't been confirmed.