أثر التسويق الالكتروني في جودة الخدمة المصرفية د راسة حالة مجموعة من البنوك التجارية على مستوى ولاية بسكرة

Abstract

This study aimed to identify the attitudes and opinions of employees in the commercial banks under study ( Algerian Golf Bank, Al Salam Bank, Trust Bank, Algerian Popular Loan Bank CPA, Agricultural and Rural Development Bank BADR) To wards their level of e-marketing, and also to recognize the level of quality of banking service prevailing, In addition, to know the impact of electronic marketing in its various dimensions on the quality of banking service in the commercial banks under study. The targeted research community of commercial bank employees under study in biskra, which are 83 employee, We adopted the simple random sample method in selecting the sample of the research which reached (60) employees, Where we distributed the questionnaire to all of them through several field visits, and retrieved (53) questionnaire, and We used the descriptive approach to achieve the desired results . In the statistical analysis of the data, we used statistical methods such as: descriptive statistical measures, regression regression analysis, multiple regression analysis , Regression variance analysis, Multiple regression analysis...etc. The study reached several results, the most important of which are: The level of electronic marketing in the commercial banks under study was high according to the study scale. The level of quality of banking service in the commercial banks under study was high. As there is also a statistically significant relationship between emarketing and the quality of banking service, which has reached 80%. The study concluded that the banks should provide databases and marketing information to help customers meet their needs and help them make their decisions regarding banking matters. Banks should undertake studies to follow up on what is new with regard to the development of banking services. Keywords: E-Marketing, research and development ,peculiarity and privacy, Information Security, Data base, Quality of banking service, Reliability, Sympathy, Security, Concrete aspects.