دور إعادة الهندسة التسويقية في خلق الميزة التنافسية للمؤسسة المصرفية : دراسة البنك الخارجي الجزائري

Abstract EN

This research aims to determine the effect of re-engineering marketing processes in creating a competitive advantage, and in order to achieve this, the marketing process re-engineering dimension was adopted : (information technology human resources, redesign voice of customer) and the competitive advantage is expressed in its dimensions : (for creativity, quality, cost, flexibility and delivery).

the study attempted to answer this questions : is there a relationship and the impact of re-engineering marketing processes in creating a competitive advantage in the Algerian foreign bank-Tebessa agency 46 ? in view of external national bank importance in supporting and developing the national economy and its rotation and wheel, research was conducted in this bank : as the necessary information for the field side was obtained through a questionnaire prepared for this purpose and distributed to a sample composed of (36) representatives of the departments' workers in the bank, as well as the interviews and personal observations, and the research reached conclusions : there is a statistically significant correlation between the re-engineering of marketing processes with their dimensions and the competitive advantage of the institution in its dimensions.