The Effect of Marketing Mix and Technological Integration on the Profitability of Commercial Banks in Bangladesh

Abstract

The marketing mix plays a vital role in enhancing profitability of commercial banks in today's digitally-enabled banking industry. This study focuses on analyzing the effect of the four components of marketing mix namely Product, Price, Place, and Promotion on bank profitability among Bangladeshi commercial banks. Furthermore, the study evaluates how technological integration affects the relationship between marketing mix and profitability. The quantitative approach has been used for this research and primary data was collected from 355 respondents via convenience sampling using the questionnaire. The structural equation modelling (SEM) technique has been employed for data analysis using SmartPLS version 4 software. It was observed that all four elements of marketing mix have positive impacts on bank profitability. Additionally, technological integration has an extremely significant impact in strengthening such a relationship. The findings offer practical insights for bank managers, policymakers and marketing professionals seeking to improve financial performance through customer-oriented marketing strategies and digital transformation.