Özet:

The success of the banking sector in which there is a very strong competition depends on the utilization of the marketing mix components together and coherently. In this study, specifically in city Erzurum, from the bank managers and customer’s perspective, in order to determine the most appropriate marketing mix, it was aimed to determine the importance of marketing mix elements. For this aim, from 7 different banks with 28 manager face to face interviews were carried out and a questionnaire was applied to 392 bank customers. By applying AHP methodology to the data coming from those sources, the degree of importance for the marketing mix is determined. From the bank manager’s point of view; the people, process and price; from the customers' point of view; the people, process and physical evidence was determined as the most important marketing mix elements. After making a comprehensive literature review, to the best of our knowledge, it has not been observed any other similar study that was performed for determining the priorities of marketing mix elements. Similarly, it has not been observed any other research which was carried out the impact of marketing mix elements according to points of view both customers and bank managers.

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