اثر التسويق الرقمي في اتجاهات العملاء للنوافذ الاسلامية على مستوى البنوك التقليدية دراسة عينة من البنوك في الجزاير

Abstract

This study aimed to explore digital marketing in its various dimensions—attraction, engagement, retention, learning, and communication—and its impact on customer attitudes toward Islamic windows in conventional banks in Algeria. To achieve this, a questionnaire was designed and distributed to a randomly selected sample of 326 customers of Islamic windows in the banks under study. The collected data was then analyzed statistically using SPSS 25. The study led to several key findings, the most important of which are:Digital marketing, in all its dimensions combined (attraction, engagement, retention, learning, and communication), has a significant impact on customer attitudes toward Islamic windows in conventional banks in Algeria. These dimensions collectively explain 36.2% of the variation in customer attitudes.However, the learning dimension alone did not show a significant effect on customer attitudes toward Islamic windows. The study also found that digital marketing influences customer attitudes across its three components: cognitive, emotional, and behavioral. Additionally, there were statistically significant differences in customer attitudes toward Islamic windows based on occupation and the most frequently used digital platform for learning about Islamic banking services in the studied banks. Based on these findings, the study puts forward several recommendations, including: Enhancing communication with customers by responding promptly to their concerns, listening to their complaints, and providing adequate support and assistance. This would help in better understanding their needs and preferences while identifying gaps in the services offered.