أثر مبادئ إدارة الجودة الشاملة في رفع الكفاءة التسويقية للخدمات المصرفية : دراسة حالة بنك سبأ الإسلامي

Abstract EN

This study aimed to identify the role of the TQM principles in raising the marketing efficiency of banking services in Islamic banks in Yemen (A case of study of Saba Islamic Bank).

The problem of the study was stated in the following question: “What is the role of the TQM principles in raising the marketing efficiency of banking services?” The study used the descriptive historical analytical approach.

The data were collected through a refereed questionnaire and were analyzed using scientific statistical methods.

The study reached several results.

One of the most important of those results is that there is a positive relationship between the TQM principles according to the Jablonski model and the marketing efficiency of banking services in the research sample.

Based on the results, the study presented several recommendations.

The most important recommendations are focusing the customer through the continuous development of banking operations and customer service and facilitating the credit procedures related to the customer; paying attention to collecting data related to banking and accredited operations periodically, analyzing them and using them in the prevention of errors; in addition to using modern information systems to detect errors before they occur.