أثر البراعة التسويقية في تحسين جودة الخدمة المصرفية دراسة ميدانية في فروع المصارف الخاصة في محافظة اللاذقية

Abstract

The aim of the research was to study the effect of marketing prowess in its two dimensions (exploration prowess, exploitation prowess) on improving the quality of banking services in its dimensions (reliability, responsiveness, tangibility, reliability, empathy), in the branches of private banks in Lattakia Governorate.

The research was based on the descriptive approach, and the research community included all administrative workers in the branches of private banks in Lattakia Governorate, as the current research targeted (14) banks, and by relying on the comprehensive enumeration method, (175) questionnaires were distributed to all administrative workers in the branches of private banks, and (162) complete questionnaires were retrieved from them and valid for statistical analysis, with a response rate of (92.57%).

The research results showed the existence of a direct effect with a significant moral significance for the dimensions of marketing ingenuity (exploration ingenuity, exploitation ingenuity) in improving the dimensions of banking service quality in the branches of the private banks under study. This effect was strong with the dimensions of dependability and reliability, and acceptable with the dimensions of responsiveness, tangibility and empathy.

Research recommendations: To enhance the quality of banking services through marketing prowess, banks must understand customers, meet their needs, and build strong relationships with them through diverse communication channels. They must leverage direct and digital marketing to reach out effectively, while focusing on employee motivation and regularly measuring customer satisfaction. They must also invest in innovation to provide advanced services.