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The Effect of Elements of the Banking Marketing Mix on the Mental Image of the Commercial Banks: Case Study of Assalem Bank
| المصدر: | مجلة الدراسات التجارية والاقتصادية المعاصرة |
|---|---|
| الناشر: | جامعة ابن خلدون تيارت - الملحقة الجامعية قصر الشلالة |
| المؤلف الرئيسي: | Routal, Asma (Author) |
| المجلد/العدد: | مج6, ع1 |
| محكمة: | نعم |
| الدولة: |
الجزائر |
| التاريخ الميلادي: |
2023
|
| الشهر: | جانفي |
| الصفحات: | 205 - 219 |
| DOI: |
10.55624/2382-006-001-013 |
| ISSN: |
2661-7153 |
| رقم MD: | 1358343 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Traditional Marketing Mix | The Enlarged Marketing Mix | The Image
|
| رابط المحتوى: |
عدد مرات التحميل
13
| المستخلص: |
This study aims at knowing the effect of the banking marketing mix on the image of the commercial banks through a field study on the customers of Assalem bank. We used the analytical descriptive method and relied on the questionnaire for data collection from the customers. As for the procession of data, we used SPSS. Our findings show that there are a statistically significant positive effect of the banking marketing mix on the formation of the image in Assalem bank from the perspective of the customers, a statistically significant positive effect of the traditional marketing mix on the formation of the image in Assalem bank from the perspective of the customers, a statistically significant positive effect of the enlarged marketing mix on the formation of the image in Assalem bank from the perspective of the customers, and a statistically significant positive effect of the dimensions of the image of Assalem bank from the perspective of the customers |
|---|---|
| ISSN: |
2661-7153 |
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