CUSTOMER ATTITUDE TOWARDS MARKETING MIX OF MYANMA ECONOMIC BANK

ABSTRACT The study focused on the marketing mix variables of Myanma Economic Bank. The objectives of the study were to identify the marketing mix activities of Myanma Economic Bank and to analyze customer attitude towards the marketing mix of Myanma Economic Bank. The data collection for this study was based on 150 customer’s attitude towards marketing mix of Myanma Economic Bank with structured questionnaires. All of the customers were selected from three branches out of Myanma Economic Bank branches in Yangon by using convenience sampling method. The study was used on the description research approach by using primary and secondary data. Data collection period was from June to August, 2018. The marketing mix practiced by MEB in offering banking service which Product, Price , Place, Promotion , People, Process and Physical Evidence were analyzed. The overall customer attitudes focused to the mean score for each marketing mix element of the Myanma Economic Bank. It was found that customers are mostly agreed with People. Among the marketing mix of Myanma Economic Bank, the highest level of customer agreement was achieved by staffs explanation the services. Regarding with Place, Product Physical Evidence, Price, Process and Promotion were agreed as well. The MEB should maintain the banking services such as People and Place as customers are most satisfied with them. The lowest mean value is Promotion in marketing mix. Myanma Economic Bank need integrated marketing communications strategy as its major promotion strategy. The bank should be more emphasized its promotion activities by more on advertising