دور المزيج التسويقي المصرفي الإلكتروني في تحقيق جودة الخدمات المصرفية : دراسة حالة بنك الخليج (AGB)‎ وكالة المسيلة

Abstract EN

The study aims to determine the impact of the electronic banking marketing mix with its elements (service, price, distribution, promotion, virtual communities, customer support service, privacy, customization, website design, cybersecurity) in achieving the quality of banking service in its dimensions (concrete, reliability, response, security, sympathy) for banking institutions in Algeria, where the study tried to provide a theoretical framework, as a shadow of a practical analytical framework for the views of a random sample of 35 individual customers and customers of Gulf Bank AGB as a liquefied agency.

The research concluded conclusions, the most important of which was to establish the validity of the research hypothesis that there was a correlation between the research variables.

The most important recommendations were to strengthen the electronic banking marketing mix in all its elements, and the need to increase attention to the dimensions of the quality of banking service by the management of the bank under consideration