دور التسويق البنكي في رفع أداء البنوك

Abstract EN

The study aims to reveal the extent of the application of altsoikldi Bank in Algeria, and the role of marketing in banking performance.

Based on the case study method for practical, the completion of the questionnaire as a tool for data collection, distributed to a sample of 69 members of staff agencies, Bank of agriculture and development rural in tebessa, in order to assess the reality of marketing in the Bank, and performance of the Bank through the four perspectives of the balanced scorecard, and of the financial perspective, the customer perspective, and the perspective of internal processes, learning and growth, and measure the impact of marketing banking performance in the Bank of agriculture and rural development.

Then do the study data analysis using statistical Tools Pack "SPSS".

The study found a range of outcomes, including: the Bank of agriculture and rural development Bank in its marketing approach and its operations.

And that there is a positive impact for the Bank on the Bank's performance marketing, and that there is a positive impact for the Bank on the Bank's performance marketing.

The study found a range of recommendations including: increased attention to service quality Bank, accelerating the update and modernize domestic banking agencies and Bank marketing research to identify market characteristics the Bank, assisting in the development of marketing strategies, and choosing the right marketing mix, with increased attention to the human element in the Bank.