اثر التسويق الرقمي على رضا الزيون المصرفي دراسة عينة من المصارف الجزايىريه

Abstract

This study aimed to determine the impact of digital marketing on banking customer satisfaction, focusing on two key variables: digital marketing, assessed through online marketing, social media marketing, and mobile marketing; and banking customer satisfaction, measured based on satisfaction with services provided via digital platforms, satisfaction with the procedures involved in delivering these services, and satisfaction with the efficiency of service providers. To achieve the study’s objective, a questionnaire was administered to a non-randomly selected sample of 649 customers from Algerian banks. Additionally, interviews were conducted with a group of bank officials and employees for further insights. The study employed SPSS 29 for the descriptive analysis of the study variables, MAXQDA 24 for the qualitative analysis of the data, and SMART PLS4 to apply structural equation modeling (SEM) techniques for model evaluation and hypothesis testing. The findings highlighted a positive impact of digital marketing on customer satisfaction in Algerian banks across various dimensions, including satisfaction with services provided through digital platforms, satisfaction with digital service procedures, and satisfaction with the efficiency of digital service providers. Additionally, the study confirmed that digital marketing tools play a significant role in shaping this satisfaction. Based on these insights, the study put forward a set of recommendations at different levels, emphasizing the importance of adopting digital marketing strategies in Algerian banks as a means to gain a competitive advantage and enhance service quality.