أثر التسويق الإلكتروني على الصورة الذهنية لدى فروع مصرف الجمهورية بمدينة الخمس

Abstract EN

The aim of this research is to know the effect of e-marketing on the mental image of the Jumhouria Bank branches in the city of Khums.

The descriptive and analytical approach was followed using the comprehensive survey method of the research community, which is represented in the employees of the Jumhouria Bank branches in the city of Khums (Al- Jumhuriya Bank almuraqab, Al-Jumhuriya Bank Al-Mina, Al-Jumhuriya Bank, suq alkhamis).They numbered (45) employees, and (42) employees responded with a response rate of (93%), and the statistical analysis program SPSS was used to analyze the data.

Among the most important findings of the research is the presence of a statistically significant effect of electronic marketing (electronic service, electronic pricing, electronic distribution, electronic promotion) on the mental image of the branches of the Jumhouria Bank in the city of Khums.

The study recommended increasing interest in e-marketing , and strengthen the mental image by the bank's branches under consideration.