أثر تسويق الخدمات المصرفية على جذب العملاء : دراسة حالة فروع بنك أم درمان الوطني - مدينة الأبيض

الملخص EN

The study aimed to identify the impact of marketing banking services with its dimensions (service level, price, promotion, distribution) on attracting customers.

The study relied on the descriptive, analytical, and case study approach.

Data were collected using the comprehensive inventory method for all employees of Omdurman National Bank - Al-Obeid City Branch, where a questionnaire was distributed to all (50), and (44) of them were retrieved with a recovery rate of 88%.

The statistical packages for social sciences (SPSS) and AMOS programs were used to analyze the data.

The study reached a set of results, the most important of which are: Omdurman National Bank provides banking services characterized by quality, excellence, diversity and appropriate cost.

The bank is also committed to the prices issued by the Central Bank with the existence of a pricing policy of the bank that takes into account legal controls and sets prices in light of the actual cost, and the bank contracts with promotion companies specialized in promotional campaigns: the need to focus on increasing the quality of banking services, without focusing on providing them only, The study recommended a good selection of employees who deal with customers directly, and the necessity of modernizing the waiting halls to increase their attractiveness, thus improving the customer's impression of the bank.