دراسة و تحليل أثر عوامل البيئة الداخلية على فعالية الأدوار التي يؤديها التسويق المباشر داخل القطاع المصرفي المصري

الملخص EN

The literature and studies concerned with marketing in general, confirm the ability of the banking sector to market its services, and achieve customer satisfaction and the satisfaction of their needs and satisfy their desires, in addition to attracting new customers, and then the development of competitiveness, due to its ability to use modern marketing methods, of which direct marketing.

Nevertheless, some of the literature and studies show that the use of direct marketing is still limited within the business sectors in general and the banking sector, and that there is a set of environmental factors limit the use and influence on the effectiveness of its roles performed in these sectors.

Therefore, this study analyzed the impact of internal environmental factors on the effectiveness of internal roles performed by the direct marketing within the banking sector.

The study relied on descriptive analytical method, through the collection of data necessary to study and analyze the impact of internal environmental factors on the effectiveness of the roles of direct marketing inside the banking sector, through a questionnaire list was distributed to a stratified random sample size of 400 responsible inside the Egyptian banks, and at all administrative levels (senior management, middle management, executive management) to collect raw data, which were analyzed by using a set of appropriate statistical methods.

The results of the study showed that physical factors are more readily available within the internal environment of the banking sector to the Egyptian practice of direct marketing, followed by administrative factors, and financial factors, and technological factors, and finally human factors.

Also, the results indicated that there were significant differences statistically significant between the views of officials in the Egyptian banking sector, with regard to the effectiveness of the roles played by direct marketing (the effectiveness of promotional activity, the effectiveness of the distribution process, the effectiveness of customer relationship) within this sector.

Finally, results of the study indicated that there is a substantial relationship between the statistically significant factors of the internal environment and the effectiveness of the roles performed by direct marketing within the banking sector differs from one role to another.

In light of these results were a set of recommendations to contribute to the activation of the roles performed by direct marketing inside the banking sector in general and inside the Egyptian banking sector in particular.