تأثير الابتكار التسويقي على تحسين جودة الخدمات المصرفية دراسة عينة من المصارف بولايات :بسكرة،الجزائر العاصمة، سطيف

Abstract

various dimensions (innovation in service, innovation in pricing, innovation in promotion, innovation in distribution, innovation in the physical environment, innovation in operations, innovation in people) on improving the quality of banking services in the banks under study, and to achieve the goal of the study, we adopted the descriptive analytical approach, relying on the questionnaire as a tool for collecting information, and we used the simple random sample Method to distribute 600 questionnaires to bank customers, and 440 questionnaires valid for statistical analysis were recovered, and we used for the data of the SPSS statistical packages program of Social Sciences. V26. The study reached several results, the most important of which is the presence of a statistically significant impact of marketing innovation in its various dimensions on improving the quality of banking services in the banks under study, and the most influential dimension is the dimension of "innovation in individuals", and the existence of a positive and strong correlation between the variable of marketing innovation and the variable marketing services for what It has a positive reflection in improving the quality of banking services provided to customers in the banks under study, by designing innovative services that meet the needs of customers with setting the appropriate price for them and improving the processes of providing service to customers