أثر الابتكار التسويقي على تحقيق جودة الخدمة المصرفية من وجهة نظر العاملين : دراسة حالة بنك الخليج الجزائر

الملخص EN

The study aimed to display the relationship marketing innovation di-mensions in service innovation, innovation price, innovation promotion, distri-bution and personnel and procedures, and their impact on the achievement of Banking service quality.

In general, the current research is an attempt to identify the correlations and impact between innovation (independent variable) and improve the quality of banking service (continued variable).

To achieve this, The study adopted form A questionnaire which specially designed her, it was the distributed of (31) forms at the respondents in Algeria Gulf Bank and all recovered and after analyzing the data were indicators anal-ysis to test the validity of hypotheses.

And it represented the most important results in a focus on the essence of the service, where We observed a clear and definite The concrete side of service, Which embody the latest electronic equipment and machinery, information technology, and the provision of physical facilities and appropriate publications about the bank, and his commitment to cleanliness and elegance of his staff.

And it Shows the most important recommendations in the necessity for the Bank to adopt a strategy of "marketing innovation" in order to develop its services in the use of culture and methods of innovation among workers, through the development of new ideas or non-traditional position of The actual subject of the application, in the sense that there is a need for a creative individuals with the ability to detect these ideas , but this alone is not enough, there must be some institutions adopt these ideas and turn them into useful commodity or service to a certain point.