دور عناصر المزيج التسويقي الخدمي في تحسين جودة الخدمة البنكية : دراسة حالة البنك الوطني الجزائري-وكالة بشار

الملخص EN

The study aimed to test the effect of the service marketing mix with its dimensions (service, pricing, distribution, promotion, people, operations, physical evidence) on the quality of banking service in the Algerian national bank, the agency of Bechar, where the descriptive and analytical approach was used, and a questionnaire was distributed to a simple random sample of 120 customers from the bank in the Wilaya of Bechar, and 86 of them were retrieved after analysis using the SPSS statistical analysis program, the study concluded that there is an impact of the dimensions of the service marketing mix on the quality of banking service in the national bank of Algeria and the agency of Bechar.