الاتصالات التسويقية و دورها في تحسين الخدمة المصرفية ببنك الفلاحة و التنمية الريفية وكالة تبسة

الملخص EN

This study aims to identify the contribution of the marketing communication to improving the banking service in the Bank of Agriculture and Rural Development of the state of Tebessa--488.

In order to obtain reliable results, a survey was used for collecting the necessary data, as well as the descriptive analytical method.

The target population was mainly clients of the bank under study, and the results of the research indicated that personal sales and advertising are the most effective tools for promoting the bank's services.

Percentages, arithmetic mean, and Ka² test were applied and interpreted, in order to determine the statistical significance of these results.

Some recommendations were suggested based on the results of this work in order to prepare a consistent marketing communication program compatible to upgrade the local banking service.