التفوق التسويقي من خلال الابتكار في الخدمات المصرفية: دراسة حالة بنك الفلاحة والتنمية الريفية-وكالة تبسة

Abstract EN

This study aims to determine the role of bank service innovation in achieving market excellence at the level of the Agriculture and Rural Development Bank-Tebessa Agency, where the study was launched from a hypothetical model, taking into account the nature of the relationship between bank service innovation and marketing excellence.

The sample research was made up of all the staff of the Agricultural and Rural Development Bank-Agency: Tile, where information is collected, processed, and analyzed using the SPSS.

The results found a correlation between the innovation of banking services and marketing excellence, and made a series of recommendations focusing on the role of banking innovation in achieving market excellence.