تقييم توافر أبعاد الابتكار التسويقي في القطاع المصرفي دراسة ميدانية في المصارف التجارية الخاصة في محافظة اللاذقية

Abstract

    This research aims to evaluate the availability of marketing innovation dimensions (product innovation, price innovation, promotion innovation, distribution innovation, physical evidence innovation, processes innovation, people innovation) in private commercial banks in Lattakia Governorate. The researcher relied on the descriptive analytical approach as a general approach to research. A questionnaire was designed and distributed to a sample of 81 administrative employees in a number of private commercial banks in Lattakia Governorate, (76 valid questionnaire for statistical analysis). and the researcher used the statistical program (SPSS) in conducting statistics and testing research hypothesis and used One-Sample T Test to testing hypothesis.

The research found that the Private commercial banks in Lattakia Governorate have a high degree of product innovation and price innovation and have very high degree of promotion innovation, distribution innovation, physical evidence innovation, processes innovation, people innovation.