نحو أنسنة الأعمال البنكية كمؤثر على سلوكيات العملاء : دراسة تحليلية

الملخص EN

This study deals with the humanization of banking activities, tried by proposing a new face of marketing centered on social and human values ; to influence the emotional reactions of clients whose behavior is characterized by rationality.

And in order to understand these additions to marketing and human behavior, we have tried to present this in a well-detailed theoretical and analytical manner.

The results of this study recommend emphasizing the human side of business.

This gives the possibility of increasing emotional interactions while increasing positive parity.

This will reduce negative emotional reactions towards the bank or those who offer it.

Which translates into benefits for consumers and banks.