The Impact of Applying Marketing Service Ethics on Client’s Behavior: Applied Study on Jordanian Banks
Motteh S. Al- shibly, Salim Faysal AL- Nabulsi

Abstract
The purpose of this research is to study the impact of Service Marketing Components Ethics (7Ps) on the behavior of operating banks clients in Jordan. The research also aims to identify the most important elements of service marketing mix that affect clients behavior. A questionnaire was developed for the purpose of collecting preliminary data for the research and was distributed to a sample of 500 clients deal with Jordanian banks in branches operating in the major markets in the Greater Amman area. For the purposes of data analysis, descriptive statistics, reliability, correlation and multiple regression analysis were used. The main results of the research were: 1. The existence of a positive and strong relationship between the applying the combined service marketing elements ethics as a whole (banking service, price, promotion, distribution, people, operations, activities and physical evidence) and customer behaviour towards banking services. 2.The existence of a strong and positive relationship between the applying of the new combined service marketing elements ethics the 3Ps the people, operations, activities, physical evidence and customer behaviour of banking services. The impact of these elements was greater than the impact of traditional marketing mix elements (4Ps) on customer behaviour. 3.The working individuals are considered the most important elements of the marketing mix of banking services that influenced the behaviour of customers while the research found that the weakest elements in influencing the behaviour of customers was the distribution. Finally, the research results, recommendations and its contribution to the field of marketing knowledge were discussed, as well as future research horizons. Keywords: The Marketing Service Ethics Model, Client’s behaviour, Marketing Banking, Regression Analysis, Jordan.

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