دور التقنيات الحديثة للعلاقات العامة في تحسين جودة الخدمة المصرفية : دراسة حالة (بنك الكريمي)‎ الجمهورية اليمنية

Abstract EN

The study aims to clarify the concepts associated with the variables of modern public relations techniques and improve the quality of banking service, and then clarify the role of modern technologies in the quality of banking service.

And knowing the nature of the influence relationship between the dimension of modern public relations techniques and the dimension of improving the quality of banking service, through knowledge of computer technologies, satellites and interactive communication technology, as well as the role of technologies in improving the quality of banking services from the point of view of customers, which is tangibility, response, safety, reliability, empathy, assurance and compliance, and explained by the group Among the main and sub-hypotheses that were tested using some statistical methods for the data collected by the questionnaire.

To achieve the objectives of the study, the researcher developed the questionnaire as one of the research tools, which consisted of a set of paragraphs that examined the role of modern public relations techniques in improving the quality of banking service, a case study of Al-Kuraimi Bank, where the number of the study community reached (43) respondents, and the study sample used composed From (10) employees in public relations, managers of senior departments in the bank, were chosen by stratified random method, and a sample consisted of (23) of the external public dealing with the bank, and the study came out with the following results: The researchers concluded that there is a strong positive impact of information technology based on computer technologies on the quality of banking service in Al-Kuraimi Bank.

Through the three sub- questions through which the two researchers concluded that there is a high and strong positive impact of information technology represented by (computer technologies, satellites, and interactive communication مجلة كلية الفنون واإلعالم – السنة7 العدد الثالث عشر يونيو2022 –مجلة علمية محكمة تصدر عن Faculty of Arts and Media Journal (Online ISSN 2523-272X) مصراته جامعة 11 technologies) on the quality of banking service in Al-Kuraimi Bank from the viewpoint of the respondents in the bank, and the researchers got an answer for the main question of the study was answered in the affirmative, that is, there is a significant effect of information technology on the quality of banking service in Al-Kuraimi Bank, and this indicates that information technology has a positive moral role on the quality of banking service, and the more the use of this technology leads to an increase in the quality of the banking service in Al- Kuraimi Bank and vice versa.