دور استراتيجية التسويق الداخلي في تحقيق جودة أنظمة المعلومات المصرفية : دراسة حالة البنك الوطني الجزائري BNA

الملخص EN

This research seeks to determine the extent of the adoption of Internal Marketing Strategies in the Algerian banking institutions as a mechanism of modern management, and its reflection on the activation and improvement of the quality of their Information Systems and its effects on their performance and competitiveness.

The research deals with the most important concepts and elements of the two managerial systems, and it studies the case of one of the most important Algerian banks, the National Bank of Algeria (BNA), through a statistical survey based on a questionnaire addressed to the executive managers of three agencies in the centre which are the agency of Reghaia, Rouiba, and Boumerdes, which led to determine the relationship between the study variables and test the main hypotheses