Investigating The Relationship Between The Communication Mix and Attracting Customers Case Study: Branches of Sepah Bank In Ardabil
Journal Title: International Research Journal of Applied and Basic Sciences - Year 2014, Vol 8, Issue 12
Abstract
There are five main elements in communication mix. These are, Public Relations, personal selling, sale promotion, direct marketing and advertisments. These Harmonic tools lead the communicative objectives of the firm. The objective of this paper is to conduct a study on identification the relationship between communication mix and the customer attraction in Sepah Bank of Adrabil. In this case, 196 customers were selected in the form of stratified random and the required information are gathered through questionnaire. Content validity was evaluated by questionnaire. In this way, a sample had been granted to the experts for study and expressed their viewpoints and these were applied. Cronbach's alpha was used to assess the reliability of the questionnaire and the result indicates 0.797 figures that show sufficient reliability. The method of research was surveying and settled down the inspection of the effective factors in attracting customer through regression. The results shows in order to other factors, the sale promotion highly correlates on attracting customers.
Authors and Affiliations
Aidin Tajzadeh Namin| Ph.D Student of Marketing, University of Texas at Dallas, email: a.a.tajzadehnamin@gmail.com
Keywords
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