摘要：This study aims to identify and explain the factors influencing the preferred choice of customers in a bank (with a focus on the as a case study Bank Mehr Eqtesad) and to determine the effects of these factors has been done. The model used in this study Marketing Mix 7P's model is by Bomz and Bitner and to explore factors affecting consumers in choosing preferred provider organizations is presented. Foundation of the banking system is (as the service provider) on the basis "the customer is an asset". And therefore also on the basis of bank marketing is to attract and keep customers. Due to the economic situation of banks in developing countries is very important and the competitive environment in which banks is very heavy and expensive. Therefore, any attempt that could have led to more effective bank marketing and attracting Toys and provide maintenance customers will be highly valued. The research clients are Bank Mehr Eqtesad in Tehran. 384 of these clients with cluster of Bank Mehr Eqtesad branches in different areas of the city have been studied and a sample survey formed. The findings based on the binomial test clearly show that each component of the 7P's direct and positive impact on the banks preferred choice of customers. 7P's of marketing mix components as well as the ranking of the results suggests that the Friedman test was used the components of the process, price, service (product), location, staff, advertising, direct physical evidence in order from most to least impact and positive selection is based on customer preferences of Bank Mehr Eqtesad.
