التسويق المصرفي الإلكتروني و أثره على جودة الخدمات المصرفية : دراسة ميدانية على المصارف التجارية في محافظة جدة

الملخص EN

In recent years the electronic banking services without any exception has gained a tremendous care in financial society arena, even the banks of their customers.

As a result banks have started to establish their strategic plans on very strength piles, and one of these that will lead banks to succeed in the field of their services is the care of customers satisfaction and introducing the best services and make at the hub of their strategic plans.

Therefore, exist the concentration on customer's satisfaction and needs, and set them within an integrated strategy, and in the mean time, the customer is considered as a basic participant, and part never being excluded from the inclusive system of these banks.

From this point of view, the study aimed to explain two essential zones, which are: the e- services of banking marketing and the strategy adopted to achieve customer satisfaction.

Consequently came the principle of concentrating on customers and raising their loyalty through best banking services, then come the concentration on continuous improvement in services operations, the focal point of concentration in this study to achieve the principle of comprehensive quality for these services.

The study concluded that there is a relationship between the quality of banking services and (the principle of concentration on customer, operation, and the principle of concentration on continuous improvement), the level of customers satisfaction on these services and their loyalty.

The study reached that the care of banks under study of these principles will participate on the achievement of success in services compared with rest of banks in competition with them.

Therefore, this will not being achieved unless through high quality, which will achieve high satisfaction for customers and vice verse.

In the same time, the substantial idea to gain customer satisfaction has been exist and stem from care of contemporary e-marketing of the customer and considering him as a core stone for banks and all organizations to achieve the success and the competitive advantage.

This study has aimed to acknowledge the effects of e-marketing of banking services that introduced by Saudi banks to achieve customers and the modern information technology on the implementation of marketing information database.

Consequently, and due to what characterize the Saudi banks in the field of having large financial capacities help them to add the electronic feature on their services, and due to what characterize the e-services such as perfect performance, and speedy communication, therefore, the availability of e-services would participate in achieving customers satisfaction.

As a result, the study concluded that, the competition between Saudi banks to introduce the best e-banking services through using information technology and the recent and modern communication, by taking into consideration that the e-banking services are the backbone of bank advantageous in its services to their customers, and the customer satisfaction through banking services is a focal point for the banks competitive advantage.

Therefore, the study main outcomes were as follows: 1- Concerning the bank dependency on marketing strategy to push e-marketing process and the introduced services, the study has detected that the most important points of marketing strategy of the banks are: providing bank telephone working 24 hours annually to respond to customers enquiries ,in addition to that distribution of ATMs in places matching customers needs.

On the other side, the study has not supported the banks adoption of marketing strategy to achieve the following: - Sending the accounts statements through email.

- Promotional efforts to banking services on the Web.

- Sending the marketing notes to customers through the Internet.

2- Concerning the costs of banking services, the study outlined that most banks are working to set cost prices of transfers, and also determine the banking services cost on the basis of competitors prices.

3- The study showed that, in relation to suitability of services quality, there are some negatives consequences connected with the achievement of services quality, one of these is that the banks did not provide customers with services characterized by awards that match their needs.

In addition, the banks did not respond in a speedy way to customers enquiries through the internet.

4- The study has concluded that most banks did not undertake the improvement process according to the feedback information resulted from the search process of customers' needs as about 40% of respondents their ideas support that.

5- The study has detected that there is a significant correlation relationship between banking services quality and the construction of customers' information database and the search of banks towards improvement and research.

In addition, the study justify that there is a correlation relationship between banking services quality and level of security when a customer is dealing with a bank.

6- Lastly, the study concluded that the marketing strategy of a bank is substantially affecting on banking services quality, which are introduced to customers.