The Influence of Service Marketing Mix on Customer Loyalty towards Islamic Banks: Evidence from Jordan

Abstract: This study aimed to conduct an analysis of the influence of service marketing mix on customer loyalty, with customer satisfaction as the mediating variable in the context of Islamic banks in Jordan. Banks generally require catering to distinct needs and preferences of customers in order to sustain their long-term relationship. The study collected the required data from 344 respondents using a structured questionnaire, with the sample obtained through convenience sampling approach. Based on the research results, all the elements of service marketing mix, namely price, product, place, promotion, process, people and physical evidence significantly and positively affected customer satisfaction and customer loyalty. This study contributes to the Jordanian Islamic banks knowledge and information concerning the marketing mix strategies that they can adopt in order to sustain and maintain long-term customer relationships. The study supported the importance of customer satisfaction for the creation of customer loyalty. The study findings have implications to literature and practice when it comes to understanding the marketing mix pattern, customer satisfaction and customer loyalty relationship.