The impact of cultural environment on banking marketing strategies in Algeria

Abstract EN

This paper highlights exploring the extent to which banks operating in Algeria are aware of their cultural environment, and how this environment influences the formulation of marketing strategy of them.

Attain this aim, , the Hofstede model for cultural dimensions and components of banking marketing strategies was adopted in order to design research instrument which is a questionnaire including two sections or axes.

The questionnaires were administered and delivered among a sample of 299 bank agencies out of 1328 representing the size population of all banks and branches operating in Algeria.

This study concludes that the banks operating in Algeria do not a detailed portrait of its cultural environment; besides, there is a different correlation between the dimensions of the cultural environment and the formulation of marketing strategies of banks with a progressive influence.

Further, the other correlation is the opposite of the different dimensions of the cultural environment on formulating this strategy.