واقع الثقافة التسويقية في المصارف اليمنية : دراسة مقارنة بين المصارف التجارية و الممصارف الإسلامية

Abstract EN

The study dealt with identifying the marketing culture which was represented in (service quality, Interpersonal relationships, Selling Task, organization, Interpersonal Communications, renewing & Innovativeness), through a comparative study between commercial banks and Islamic banks in Yemen.

Where the researcher relied on the descriptive analytical method, and the data was collected through the questionnaire form, through the distribution of (135) questionnaires, and (127) questionnaires were analyzed, including (63) for commercial banks, and (64) for Islamic banks.

the study reached a set of results, the most important of which are : there is no difference in the marketing culture in general in Yemeni banks according to the type of bank (commercial, Islamic), in addition to the fact that there is no difference in the marketing culture individually represented in (service quality, personal relationships, sales mission, organization Internal communications, renewing & Innovativeness) in Yemeni banks according to the type of bank (commercial, Islamic).

then the researcher put forward a set of recommendations, the most important of which is the necessity of adopting and officially adopting the philosophy of marketing culture by Yemeni banks by spreading the culture that is based on the development of employees and customer service, which contributes to improving the position and development of banks, and achieving competitive superiority for them through the support of the senior management of this direction.