تقييم فاعلية المزيج التسويقي للمصارف الإسلامية الأردنية و تأثيره على الحصة السوقية و الربحية : دراسة تطبيقية خلال الفترة 2004-2013

Abstract EN

This study aimed to examine the effectiveness of the marketing mix, and its impacts on the market share and profitability of the Jordanian Islamic banks, using a sample of two Jordanian Islamic banks during the period (2004-2013).

The study used two models to examine the effect of independent variables (including the marketing mix factors, as well as the size of the bank and the equity ratio) on the market share and profitability of the Jordanian Islamic banks.

Based on panel data regression, the results showed that the age of the bank, the ratio of advertising expenses and the number of branches had a positive and significant effect on market share measures.

The results also showed that the ratio of advertising expenses and the returns paid by Islamic bank to investors had a negative and significant effect on ROA and ROE, while the returns on bank's financings had a positive and significant effect on ROA and ROE.

The study recommended Islamic banks to re-evaluate and formulate their promotional efforts to improve the bank's profitability in the long run, in addition to open more branches, and adopt appropriate pricing policies