بناء نموذج هيكلي لقياس مدى تأثير المزيج التسويقي التقليدي على الأداء المصرفي : دراسة عينة من البنوك التجارية بولاية عين الدفلى

Abstract EN

The study aims to try to build a structural model through which the relationship between each of the banking performance and the traditional marketing mix can be determined with its four dimensions of service, pricing, distribution, promotion, and it was the questionnaire was distributed to a group of public commercial banks in the state of Ain Defla, and the information was analyzed and the structural model was built by relying on both the statistical program SPSS and AMOSS.

a set of results was reached, represented in the existence of a positive and statistically significant relationship between the service dimension, pricing, promotion, and banking performance, while the inverse relationship was statistically significant between the distribution dimension and banking performance in the banks under study.