مدى إدراك العاملين بمصرف الجمهورية للتسويق المصرفي الحديث : دراسة ميدانية بمصرف الجمهورية في ليبيا

الملخص EN

This study aims to identify the perceptions of employees Bank of the Republic of marketing banking to talk in terms of its components and activities and how to apply to banks commercial Libyan and a private bank of the republic replaces the study, where the researcher to develop a plan of research for the study, which required a model on the independent variables target coordinate in the study of perception workers, and personnel training, the practice of marketing research and its relationship to the variable of the application of the modern concept of marketing has been through this study, the distribution of questionnaires and statistical analysis, where the researcher suggested a set of findings and recommendations including: 1 - Results: A - The majority of workers Bank of the Republic are aware of the concept of modern banking marketing, and that was clear and evident by the results of the statistical analysis in Table (3) The results indicate that there is a relationship between the perception of employees Bank of the Republic and the marketing of modern banking, and the results confirmed that the awareness of employees of the marketing concept modern banking would lead to the application of modern marketing banking bank of the Republic.

B - there is a statistically significant relationship between employee training Bank of the Republic of marketing banking and modern application of banking marketing talk, where the statistical results confirmed in Table (4) to train workers in the field of banking marketing would lead to bank marketing application the talk C - there are significant differences between the banking practice of marketing research and the application of modern marketing banking relationship with Bank of the Republic, where he confirmed the statistical results table (5) that the practice of banking marketing research that will lead to a modern banking marketing application.

D - the Bank of the Republic takes into account pays a large and clear attention to the concept of banking marketing talk as most workers are aware of the meaning and concept of banking marketing and modern applications, this can be achieved only through the presence of marketing management, operating scientific foundations of successful marketing.

2 - recommendations: A - work to provide appropriate work environment for workers and develop training programs in the field of marketing research attention on scientific grounds so that the Bank of the Republic of the development of plans and appropriate marketing strategies in a timely manner and that will work to improve banking services.

B -To employ people with scientific disciplines and competencies in the field of management, marketing and work to develop their skills and attention to innovative ideas to raise the intellectual, technical and professional abilities and excellence in the provision of new services for other banks.

C - analyze the nature of the market through the collection of data they contribute to provide bank management with information so that they can make plans according to the marketing strategies and work to improve the quality of its services.