The Effect of Marketing Mix Elements on Organizational Performance, The Moderating Role of Job Satisfaction (The Case of Dashen Bank S.C, Lib S.C and Abbay Bank S.C)
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Date
2025-05
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A.A.U
Abstract
The purpose of this study was to examine if the effect of marketing mix elements on organizational performance the moderating role of job satisfaction using DASHEN BANK, LIB S.C and ABAY BANK S.C. as a context. This examination is important because even though many firms invest money to develop and implement effective marketing strategy -the effect of this investment on organizational performance could be undermined if employees are not satisfied. Thus, this research sought to show how firms could benefit from investment on marketing strategy by paying attention to job satisfaction. The thesis used both descriptive and explanatory research design. Primary and secondary data was also used. A quantitative research method using modified and structured closed ended questionnaires from previous studies was employed in order to determine whether the effect of the marketing mix elements (i.e., price, product, place, promotion, people, process and physical evidence) on organizational performance is moderated by job satisfaction. Self-administered questionnaire collected from 150 members of the marketing department of DASHEN BANK S.C, LIB S.C and ABAY BANK S.C randomly. The collected data was analyzed using hierarchical regression analysis via SPSS. This study reveals that all 7Ps marketing mix elements have a significant direct effect on organizational performance. Notably, Product, Promotion, and Physical Evidence exert a direct influence independent of job satisfaction. Conversely, the impact of Price, Place, People, and Process on organizational performance is significantly moderated by job satisfaction, meaning their effectiveness varies depending on employee satisfaction levels. Furthermore, job satisfaction itself is a significant direct predictor of organizational performance and plays adulating role in the relationships between Price, Place, People, and Process with organizational outcomes. In essence, the findings underscore the pervasive influence of the marketing mix on performance, while highlighting job satisfaction as a critical factor that either directly contributes to or alters the impact of other key organizational drivers. Based on these insights, selected banks should strategically leverage promotion and ensure high product quality, while also prioritizing initiatives that boost employee job satisfaction. Future research could further explore the intricate relationships between these variables in different organizational contexts. `