أثر الابتكار التسويقي على تحسين جودة الخدمة المصرفية لدى بنك البركة – بسكرة -

Abstract

This study aims at identifying the effect of marketing innovation on the quality of banking service in its dimensions ( tangibility, reliability, response, safety, empathy), a sample of the study population was taken from AL BARAKA Bank in Biskra, represented by its clients. In order to complete this study, the questionnaire was designed to collect preliminary data to achieve the study objective’s, The hypotheses of the study has been processed and tested by processing the initial data based on the SPSS program. The study revealed on many results , the most important of which is that the marketing innovation has an effect on improving the quality of the banking services quality in its dimensions at Al Baraka Bank in Biskra. A set of recommendations were presented in regard with the results of the study, the most important of which recognizing on Marketing innovation by banks to improve the quality of services provided to the client in order to satisfy the client’s needs and win their loyalty. Keywords: Innovation, Marketing, Quality of banking services, Tangiability, Response, Security, Empathy, AL BARAKA Bank – Biskra