التسويق الإلكتروني و أثره على جودة الخدمات المصرفية : دراسة ميدانية على البنوك التجارية الأردنية

الملخص EN

The study intended to investigate the bank clients toward the concept and importance of electronic marketing and its role to enforce the relationship with clients.

The impact of electronic marketing on quality banking service is also investigated, in addition to provide information base to facilitate decision making process.

The researchers used Anova, regression and corolation to analyze the collecting data.

Means and frequencies were also used.

The main findings are: A significant relationship is found between availability of marketing information base, research and development, safety and marketing strategies with quality of banking services.

Demographic variables were found to have significant variences with quality banking services.

The main recommendations are: The necessity of the availability of data base to help customers to satisfy their needs and to take their banking decisions, in addition to create a confidence and safety atmosphere in the banks relations with clients.

Its very highly important to follow the most recent development in the electronic marketing.