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
2025-05-25
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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.