المزيج التسويقي الإسلامي كمتغير وسيط بين جودة الخدمة المصرفية الإلكترونية و رضا العملاء في المصارف الإسلامية

الملخص EN

The aim of this study is to investigate the impact of the mediation variable; Islamic marketing, on the relationship between the quality of e-banking services and the satisfaction of customers in Islamic banks in Amman, a random sample of Islamic bank customers was selected.

The data was analyzed using Partial Least Square (PLS).

The results showed that there is a significant impact between the dimensions of the quality of e-banking services and the Islamic marketing mix in Islamic banks.

There is also a significant impact between the Islamic marketing mix and the satisfaction of customers in Islamic banks.

In addition, there is no significant impact between the dimensions of Electronic banking service quality and customer satisfaction in Islamic banks.

Based on these results, a number of conclusions were grasped; the most important was that the quality of electronic service in Islamic banks was not required from the point of view of customers, and that the use of the Islamic marketing mix effectively improves customer satisfaction.

Moreover, the most important recommendations proposed that there is a need to pay attention to the quality of electronic banking services provided to customers to enhance customer satisfaction