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دور التسويق بالعلاقات في القطاعات البنكية وعوائق تطبيقها دراسة ميدانية على البنوك التجارية في المملكة العربية السعودية

المصدر: الإداري
الناشر: معهد الإدارة العامة
المؤلف الرئيسي: الملحم، صالح بن عبدالله بن صالح (مؤلف)
المؤلف الرئيسي (الإنجليزية): Al-Mulhem, Saleh Abdullah
المجلد/العدد: س 29, ع 110
محكمة: نعم
الدولة: سلطنة عمان
التاريخ الميلادي: 2007
الشهر: سبتمبر
الصفحات: 95 - 145
DOI: 10.52789/0302-029-110-005
ISSN: 2313-3244
رقم MD: 50790
نوع المحتوى: بحوث ومقالات
قواعد المعلومات: EcoLink
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المستخلص: The main objective of this study is to identify the nature and role of theoretical and practical relationship marketing concept in the employments of the Saudi commercial banks. In addition, it determines the obstacles that face these banks. The study employed both primary and secondary data. Primary data were collected through a structured questionnaire which was designed to test the hypotheses. The number of employees who responded, and who were under analysis, reached 256 employees. A number of statistical methods were used in testing the research hypotheses, some important findings led to a group of conclusions. The main findings of the study were: - The majority of employees in the Saudi commercial banks recognize the important and role of the relationship marketing concept. - Significant differences were found in the basis of age and experience in the work. - No significant differences were found in the basis of educational level, work kind in the bank and the name of city. - The majority of employees in the Saudi commercial Banks have agreement that there are some obstacles for applying the relationship marketing concept. Finally, the study emphasized the need for conducting more research in this area, and improving the communication skills of the banks employees, especially those that are related to customers. Also, the study ended with many recommendations and suggestions, which are of benefit for official establishments and Saudian commercial banks.

ISSN: 2313-3244