مساهمة تكنولوجيا المعلومات و الاتصال في تطوير الأداء التسويقي للمؤسسات المصرفية : حالة عينة من الوكالات البنكية بولاية الشلف

Abstract EN

This study aimed to identify the extent of the contribution of information and communication technology in developing the marketing performance of public and private banks in Chlef,, we have relied on the facilitated sample, and for that we have distributed a questionnaire of 105 individuals, and we retrieved 87 questionnaires, we used the five-dimensional Likert scale for measurement, and got a reliability ratio of 0.844, and after using a set of statistical analysis methods for the data collected by the statistical program SPSS.

the study found that there is a moderate and positive correlation between information and communication technology and the marketing performance of public and private banking institutions in Chlef, there is also a statistically significant effect at the level of significance for information and communication technology on the marketing performance of these banks, but there is no statistically significant effect of the information and communication technology dimensions on the marketing performance of these banks except for the human resource dimension, this is due to the fact that it is considered the influencing factor in activating the role of information and communication technology, as it is the controller in all other dimensions.