دور الوسيط للتسويق بالعلاقات في العلاقة التأثيرية بين جودة الخدمة المصرفية و رضا العميل : دراسة تطبيقية على عينة من البنوك التجارية الجزائرية

الملخص EN

The present study aimed to determine the role of marketing with relationships as a mediator between the quality of banking service, and customer satisfaction in commercial banks in Saida city, the sample consist of 381 customers, and in order to address this, a questionnaire was conducted included 46 items, the results were analyzed using statistical software (SPSS.V.22), with a set of statistical tools and methods including path analysis using (AMOS, V22).

The study showed that the level of the rating of the research sample to the dimension of the quality of banking services, and marketing relationships, was medium, besides the level of customer satisfaction on the banks in question was low.

The results showed that there is a significant effect of quality banking service on both relationship marketing and customer satisfaction.

The study also confirmed the existence of a significant effect on the quality of banking service on customer satisfaction with the existence of relationship marketing.