اتجاهات التأثير لتكنولوجيا المعلومات في الأداء التسويقي عبر الأنشطة التسويقية: دراسة ميدانية على عينة من البنوك التجارية لولاية قسنطينة

الملخص EN

The aim of this study is to identify the impact of information technology (hardware & software, communication networks & databases, human resources) in commercial banks of Constantine on marketing performance through the marketing activities.

the preliminary data were collected by means of a special questionnaire designed for this study and distributed to a sample of 77 employees in 9 selected agencies.

65 questionnaires were recovered and 12 were excluded for their non-viability, they were analyzed using various statistical methods (simple, standard deviations, multiple regressions, averages, Kolmogorov-Smirnov test and path analysis).

the results of the analysis showed that there is a clear commitment by the commercial agencies involved in the study to the information technology, and the existence of a strong statistical relationship between information technology and marketing performance through or by the intermediate of the marketing activities.

and that the impact of communication networks & databases on marketing performance is further enhanced by the activities marketing.