العوامل المحددة للإبداع التسويقي و أثرها في تحسين جودة الخدمات المصرفية : دراسة ميدانية في البنوك التجارية الأردنية

الملخص EN

This study aimed to know the determinants of marketing innovation and its effect in improving the quality of the banking services in Jordanian commercial banks based on a group of independent variables (research and development, marketing database, and work environment), while the dependent variable represents the banking services quality.

The study covered (10) commercial banks out of (18) banks.

While the study sample covered all marketing departments' employees of Jordanian commercial banks.

The total were (145) employees.

The researchers had developed a special set of questionnaires for that purpose.

The researchers have designed a set of hypotheses to test the relation between the study's variables.

Also, the researchers used a set of statistical methods for analysis the data by SPSS.

The study has reached several findings.

The most important were : There is a relation between marketing innovation determinants and improving the quality of banking services of the Jordanian commercial banks represented by (research and development, and marketing database and work environment, and there are no differences with regard to the demographic variables (gender, age, scientific qualification, and the functional level) in respect to marketing innovation determinants variables and improving the banking services quality of the commercial banks .

The researchers presented many recommendations, and the most important of which were : Banks administration should activate the use of all innovative marketing strategies with the goal to raise the level of services quality provided to the clients.

Banks administration should care about the workers with the different specializations in providing their banking services to the clients and Banks administration should adopt flexible and active incentive system that includes all types the material and moral incentives taking in to account justice in motivating the workers.