أثر رأس المال الفكري في جودة الخدمات المصرفية : الترويج الإلكتروني كمتغير معدل في المصارف التجارية الأردنية

الملخص EN

This study aimed at measuring the effect of intellectual capital on the banking services quality in the Jordanian commercial banks.

Also, the study aimed at recognizing the role of the electronic promotion in improving the effect of the intellectual capital on the banking services quality of the Jordanian commercial Banks.

In order to accomplish the study goals, the descriptive analysis method was implemented.Then, a questionnaire was designed and distributed to samples of 383 participants.

The study sample was distributed to employees at the upper managerial positions such as members of administrative board and general managers.

In addition, the sample contained middle management levels such as financial managers, sales and marketing managers, in addition to the human resources managers.

The survey covered participants selected from 13 Jordan commercial banks.

Out of the (383) distributed surveys, a total of (309) valid questionnaire for analysis were received.

In order to analyze the study data, a descriptive statistical method was applied using frequencies, percentages, and arithmetic averages.

Also, the following analysis methods were used such as: simple regression as well as multiple linear and pyramidal regression analysis.

The purpose of these analysis is to test the study assumptions.

The study results indicate a positive effect of the intellectual capital and its components: (human capital, structural capital, and relational capital) on the banking services quality.

This positive effect on the banking services quality is indicated by its combined components that cover: (reliability, tangibility, responsiveness, safety, empathy, and professionalism).

Further more, the study results believe that the electronic promotion leads to the improvement of the effect of the intellectual capital with its components on the quality of banking services in the Jordanian commercial banks.

This study recomemded that more attention of banks to be given to the intellectual capital due to the important effect of its components on the bank operations and their goals.

Also, the intellectual capital helps in providing clients with the recent information pertaining to the most updated banking services technologies.

Also, the study urged Jordanian banks to use commercial advertisements to enhance their marketing efforts, and directly communicate with customers.