مدى اعتماد اسلوب التحليل البيئي الداخلي كآلية لتقييم جودة الخدمات المصرفية : بحث تطبيقي في مجموعة من المصارف التجارية العاملة في مدينة الناصرية

Abstract EN

The internal environmental analysis is considered one of the most important strategic planning steps, which enables bank administrations to form a clear and comprehensive idea of the amount of change in the factors of their internal environment, by discovering their strengths to work on strengthening them and weaknesses to work to address them or reduce their effects based on The results of that analysis, and in a way that enables them to compete and remain in the labor market, so this research came to highlight the importance of internal environmental analysis and its implications for the quality of banking service by applying to a group of commercial banks operating in the city of Nasiriyah, and according to a questionnaire designed for this purpose.

Reaching a set of conclusions was the most important: is that the internal environmental analysis plays a major role in assessing the quality of banking services provided by the researched banks through its great role in diagnosing the strengths and weaknesses in their internal environment, which is thus reflected in the quality of their services provided to the customer, and in light of Those conclusions came as recommendations, the most important of which were: It is necessary to create a department or unit within the organizational structure of the bank whose mission is to strategically plan the work of the bank and Including environmental analysis, both internal and external, and in a way that enables it to keep pace with developments in the two environments.