التسويق الالكتروني و أثره في زيادة الميزة التنافسية و تحسين جودة الخدمات البنكية

الملخص EN

The importance of this topic lies in the fact that the banking system occupies an important and prestigious place in economic activity, as it is the beating heart and strategic engine of economic and social development, through the most important operations carried out by banks.

The interest in electronic money marketing has begun at the present time, and the human element is considered the most important element necessary for the manufacture and performance of these services, and the technological development achieved by the banking information systems has allowed to obtain the competitive advantage and quality that is the basis of customer confidence, as it has become the main gateway to the continuous development and improvement, which includes all stages and all forms of performance in order to satisfy the needs of customers.

Therefore, marketing orientation appears as a necessity to increase the competitive advantage of banks in general.