أثر استراتيجيات مزيج التسويق المصرفي على تدفق الاستثمار الأجنبي المباشر : حالة تطبيقية على بعض المصارف العاملة في سورية

Abstract EN

The study aimed to know the reality of the marketing mix strategies of the banks operating in Syria, to know their role in the process of attracting foreign investments that help in accelerating economic development, and to study the differences between those banks (public - private - Islamic).

The independent variables were represented in the banking marketing mix strategies represented by the strategy (product - pricing - distribution - promotion - place - physical evidence - people).

While the dependent variable represented the banks' attraction of foreign investments.

The study population included all the (21) operating banks in Syria, while the study sample amounted to (8) banks, where (105) questionnaires were distributed at the rate of (5) questionnaires for each bank and distributed to (General Manager, Deputy General Manager, Sales Director Public Relations Department (Foreign Relations), Promotion Department), in both the public and private sectors; (95) questionnaires were retrieved from them, with a retrieval rate of (90.4% ).

(8) questionnaires were excluded because they were not valid for analysis, and the number of accepted questionnaires reached (87) with (97.66% ) of the recovered questionnaires, which is an acceptable percentage for the purposes of scientific study.