Independent Variable (Services Marketing Mix) is defined as “the set of tools available to an organization to shape the nature of its offer to customers”. These elements are:
1) Service elements are defined as the intangible activities and performance designed by interactive process in order to satisfy customer needs and expectations, and convince them, this process could be done by using tangible products. Table 1 shows the five items used to operationalise this construct.
2) Price elements are defined as the value of items which are needed for the acquisition of a product. Table 1 shows the four items were used to operationalise this construct.
3) Distribution/Place refers to the personnel and firms involved in the development of a product from producer to user. Table 1 shows the six items were used to operationalise this construct.
4) Promotion includes all of the tools available to the marketer to transform their message about the product strategy to the target market; moreover, this consists of communication mix. Table 1 shows the six items were used to operationalise this construct.
5) People consist of staff with the required attitude, service knowledge and relational skills to ensure that the consumers will receive the service for which they are paying. Table 1 shows the five items were used to operationalise this construct.
6) Physical Evidence is the environment in which the service is delivered and any tangible goods that facilitate the performance and communication of the service. Customers look for clues to the likely quality of a service also by inspecting the tangible evidence. Table 1 shows the four items were used to operationalise this construct.
7) Process means procedures, mechanism and flow of activities by which a service is acquired. Process decisions radically affect how a service is delivered to customers. Table 1 shows the six items were used to operationalise this construct