دور الالتزام بأخلاقيات التسويق في تحقيق رضا العملاء : حالة وكالة بنك القرض الشعبي الجزائري بالشلف

الملخص EN

The study aimed to determine the role of the institution's commitment to marketing ethics in achieving customer satisfaction, with application to the clients of the people's loan bank of Algeria (CPA) agency in Chlef, where a questionnaire tool was used to collect primary data from a facilitated sample of (115) clients of the bank.

the questionnaire included (29) statements, according to the five-point Likert scale distributed into three axes, the first axis was devoted to the general characteristics of the research sample, while the second was devoted to measuring the bank's commitment to marketing ethics as stipulated by the marketing ethics code of the American marketing association, and the third axis was devoted to measuring satisfaction bank clients.

after conducting appropriate statistical analyzes of the collected data, the study concluded that there is a positive correlation positive statistically significant between the bank's commitment to marketing ethics in its six dimensions (honesty, transparency, fairness (justice), respect, responsibility, citizenship) and the satisfaction of the bank's customers.

it was also found that commitment to honesty came first, followed by commitment to fairness (justice), then respect, transparency, responsibility, and finally citizenship.

the study recommended the necessity of developing and adopting a code of marketing ethics at the bank level, and training and motivating employees to adhere to and work with it, to achieve better satisfaction for the bank's customers.