فعالية سياسات التسويق المصرفي في تعزيز رضا العميل : دراسة حالة الصندوق الوطني للتوفير و الاحتياط بنك

Abstract EN

The study aimed to identify the extent of the effectiveness of banking marketing policies in enhancing customer satisfaction.

To achieve this goal, we conducted an analytical study of the dimensions of the banking marketing mix in the CNEP- Bank TISSEMSILT.

Where the distribution the questionnaires are based on a simple random sample consisting of (140) clients.

Through this study we have reached a set of results, the most prominent of which is the existence of a statistically significant impact relationship between the seven dimensions of the banking marketing mix individually and customer satisfaction, but to varying degrees.

The results also indicated the existence of a strong statistically significant impact relationship between the dimensions of the marketing mix combined and customer satisfaction compared to the individual effects of the dimensions of the banking marketing mix, which means that achieving customer satisfaction can only be achieved through the total interaction of the elements of the banking marketing mix.