الابتكار التسويقي كمدخل لتحسين جودة الخدمات المصرفية : دراسة ميدانية لعينة من البنوك بولاية تيارت

الملخص EN

The aim of this research paper is to know the impact of marketing innovation with its seven elements on the quality of banking services for Algerian banks, through a questionnaire distributed to a group of bank employees (BDL, BEA, BADR) in Tiaret, where this datas were analyzed by the SPSS programe.

The results of the study found that there is a significant effect of innovation on the elements of the expanded marketing mix and the total dimensions of the quality of the banking services to banks, and it is considered a strategic option for developing its services and in facing various potential challenges in the banking market.