Abstract:
Service Industry dominates other industries almost all over the World. Service
industry includes finance, education, health and many other service industries. Financial
services are important banking services. Different studies have different findings with respect
to service marketing mix. Thus, this study aimed at knowing the factors of service marketing
mix. This study collects data from 100 bank customers in two branches of bank of Ceylon in
Batticaloa District. Data were collected from primary source i.e. questionnaire with 5 point -
likert scale method. Results of the correlation values for service marketing mix elements such
as product, place, promotion, price, people, process & physical evidence are 0.729, 0.663,
0.717,0.681, 0.711,0.491and 0.666 respectively. These values explain higher strength of
association between service marketing mix elements. Study concludes that 7 service
marketing mix such as product, price, place, promotion, people, process and physical
evidence was used for initial factor analysis that revealed a total variance of 44.989%.
However, final factor analysis that was conducted using promotion, people and physical
evidence that explained around 65%
