دور نظم المعلومات التسويقية في تعزيز القدرة التنافسية لدى المصارف : دراسة حالة مصرف دار السلام للاستثمار

Abstract EN

Given the important role that marketing information systems play in providing the necessary information for the bank's management to take marketing decisions related to achieving the bank's goal in achieving an appropriate market share to ensure achieving a competitive advantage in the banking labor market, which led to the need to emphasize the effectiveness of marketing information systems because of their A role in enhancing competitiveness among banks if their procedures are properly adhered to.

Therefore, our research came to demonstrate this by identifying marketing information systems and highlighting their role in enhancing the competitiveness of banks and testing and analyzing the dimensions of marketing information systems to show the extent of their impact on enhancing the competitiveness of banks, by answering the research question represented in Is there a role for marketing information systems in its four dimensions (Internal records and reports, marketing intelligence, marketing research, information analysis) to enhance the competitiveness of banks? Through the survey of opinions by the research sample represented by the bank's employees from managers, heads of departments and people, and then analyzing and testing hypotheses through the statistical analysis method, where the statistical program SPSS and the EXCEL program were adopted to obtain the results of the practical side.

One of the most prominent findings of the research was that the marketing intelligence system in the research sample bank works on following up competitors' strategies at work and determining their strengths and weaknesses, in addition to following up on developments in the market to draw appropriate marketing strategies, which leads to enhancing the competitiveness of the bank.

In addition to the bank's adoption of the research sample, marketing information systems enhance its competitiveness in the banking labor market.

As for the most important recommendations made by the research, the bank should provide distinguished services at a lower cost than the rest of the banks in order to reach the competitiveness that enables it to survive and excel in the banking market.

In addition to providing continuous training courses for bank employees on the system of internal records and reports to ensure its use with high efficiency and to deal with the information available in the field of market research objectively, accurately and quickly in light of the rapid developments in the banking field as a result of the tremendous technological development