Journal Press India^®

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This research examines the role of 4Ps on customer satisfaction in case of Hawassa area branches. To achieve the objectives of this study, data was collected through questionnaire from a sample of 300 bank‘s respondents. These respondents were selected using stratified random sampling method. The data collected from the questionnaire were analysed using Statistical tools. The result of correlation shows that there is significant and positive relationship between the independent variables (service, price, placement, promotion, process, & physical evidence) and the dependent variable (customer satisfaction). The results also indicate from regression analysis that people, process and service have no significant influence on customer satisfaction. Based on the findings of the study, the researcher forwards some recommendations to the bank’s mangers, the bank’s management and suggestions for other researchers.

Keywords

4Ps; Product; Price; Placement; Promotion; Customer satisfaction

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