التسويق بالعلاقات و علاقته بالميزة التنافسية : دراسة ميدانية على عينة من عملاء فروع المصرف التجاري الوطني ببلدية البيضاء

الملخص EN

The study aims to identify relationship marketing, and its relationship to the competitive advantage of the National Commercial Bank, and its branches in the municipality of Al-Bayda from the point of view of customers through the dimensions of relationship marketing: (commitment, links, interaction, satisfaction).

In addition, the study aims to identify the competitive advantage, and its dimensions.

The National Commercial Bank and its branches in the municipality of Al-Bayda under study.

The study also aims to identify whether there are fundamental differences due to some of the following demographic variables: gender, age, educational level, type of account in the bank, duration of dealing with the bank, motives for opening an account in the bank, The study population is represented in the clients of the National Commercial Bank branches in the municipality of Al-Bayda, whose number reached (69,500) clients, and due to the large size of the study population, the researcher studied a sample of clients whose number reached (382); To ensure results that are closer to reality and more generalizable, and to achieve the objectives of the study, the study followed the descriptive correlative approach, and the researcher developed a questionnaire, and its credibility and reliability coefficient were confirmed.

Using a computer, and using a statistical program from the software service contained in (SPSS), where many results were reached that can be summarized as follows: The study found that the general level of competitive advantage was also average, and the study concluded that there is a statistically significant relationship between the dimensions of marketing and competitive advantage.

place of study.