استخدام أدوات التسويق المصرفي الإلكتروني "ادفع لي و الصكوك السياحية بمصرف التجارة و التنمية في مدينة بنغازي" في تنشيط حركة الإيرادات المصرفية : دراسة كمية تحليلية (2016 م-2019 م)‎

الملخص EN

The present paper aimed to find out to what extent the electronic banking marketing tools "Pay for me and Travel Checks" applied in Bank of Commerce and Development in Benghazi / Libya have affected the bank's revenues.

To achieve this aim, official secondary banking data (2016-2019) was analyzed by some statistical methods such as correlation and regression.

One of the most important results is that electronic banking marketing tools “Pay for me and travel checks” has a positive effect on the bank's performance, and no statistically significant differences were found in the average total revenues during the years (2016 – 2019).

Also, there were no statistically significant differences in the average total revenues that can be attributed to the type of service "Pay for me and travel checks".

The study also detected strong correlation between time and average total revenue, and it clarified that the coefficient of determination (R2) has reached (0.67), which means that (0.67) of the average total returns is explained by the change in time, and the remaining percentage (0.33) means that there are other factors that affect the average returns, which the current study could not explain.

The study also showed that there is an effect of the time (2016-2019) on the average total revenue: "Pay for me and travel checks", and this means that the simple linear regression model can be relied upon in the forecasting process, and this was reflected in the observed growth in the average total revenues over the forecasted years "2020 to 2025".

Also, through the correlation between time and average total revenues, it can be understood that there is a growth in customers' acceptance of "Pay for me and travel checks" services to become as a kind of consumers' culture.

It was also detected that "Pay for me and travel checks" as a moderating variable has a positive non-significant effect.

Finally, the study concluded by mentioning the most important limitations, as well as presenting a number of recommendations, theoretical and practical implications, and puts forward some future research avenues.