إمكانية تطبيق البودكاست المصرفي ودوره في تعزيز ولاء العملاء: دراسة ميدانية على عملاء المصارف التجارية الخاصة في محافظة طرطوس

Abstract

The research aimed to study the Feasibility of implementing banking podcasts in private commercial banks in Tartous city, and to analyze its potential impact on enhancing customer loyalty, by employing the dimensions of audio content quality: content attractiveness, relevance, clarity, credibility, and emotional response. The research adopted the descriptive analytical method. Data were collected from a purposive sample consisting of (89) customers of private banks in Tartous city, using a questionnaire designed for this purpose. The data analyzed and the hypotheses tested by using SPSS-25. The results showed that the design of banking podcasts according to the dimensions of audio content quality came with positive ratings and higher than the neutral value, which reflects positive attitudes among customers towards the possibility of implementing banking podcasts. The results of the multiple linear regression test showed that the quality of the audio content of the podcast has a high explanatory power in influencing customer loyalty, but this effect is mainly concentrated in two dimensions: content attractiveness and credibility, which constituted the two main drivers for enhancing loyalty. In contrast, the other dimensions (relevance, clarity, and emotional response) did not show a statistically significant direct effect in the tested model. Therefore, the study recommended investing in the production of high-quality audio content, developing clear editorial policies, and integrating podcasts into banking loyalty strategies.