دراسة أثر عناصر الابتكار التسويقي على الرفع من جودة الخدمة المصرفية باستخدام النمذجة بالمعادلات الهيكلية : دراسة حالة عينة من البنوك التجارية العمومية بولاية المسيلة

Abstract EN

This study aimed to highlight the impact of marketing innovation (innovation in service, pricing, distribution, promotion, individuals, physical evidence and the process) on the quality of banking service, with a sample of 105 employees of some commercial banks, and this using the modeling method with structural equations to determine The direction and strength of the relationship between the study variables.

The study found that there is a strong effect of the process dimension, and an average of the two dimensions of service and distribution on the quality of banking service.

Therefore, the study recommends the necessity of paying attention to these dimensions.