The impact of technology adoption and Marketing Mix on customer satisfaction; case study; GHB Reward (e-Loyalty) services by Government Housing Bank

Abstract

This conceptual study aims to determine the impact of technology adoption and Marketing Mix on customer satisfaction; case study; GHB Reward (e-Loyalty) services by Government Housing Bank. Customer survey technique was used for data gathering through a quantitative study of randomized 200 customers. In the present study, mean and standard deviation was applied for the descriptive statistics, as well as, regression analysis at the significance level of 0.05 was used for inferential statistics.
The purpose of this study to determine the impact of technology adoption and Marketing Mix on customer satisfaction; case study; GHB Reward (e-Loyalty) services by Government Housing Bank.
Most of these representative samples make loan payment via GHB’s mobile application (GHB All), have not applied for GHB Reward services and addressed GHB Reward information through corporate website.
The findings reveal that technology adoption increases customer preferences by perceived ease of use and perceived usefulness factors. Moreover, the study indicates that marketing mix has impacted significantly on customer satisfaction for their four points of view which are meeting their needs, affordable price, convenient and creating a meaningful relationship toward good communication.