معوقات التسويق الإلكتروني المصرفي و أثرها علي جودة الخدمات المصرفية : دراسة ميدانية لعينة من المصارف التجارية في السودان

Abstract EN

The study aimed to identify the factors that limit the marketing of banking services.

The problem of the study focused on exploring the effect of the obstacles of electronic marketing on the quality of banking services.

The study followed the statistical descriptive approach through an intentional sample of the commercial banks in Khartoum State, distributing 110 questionnaires.

The results of the study showed the existence of a significant statistical relationship between the obstacles facing electronic marketing (poor infrastructure, technical illiteracy, lack of security for data and information, and lack of a specialized unit for electronic marketing) and the quality of banking services.

In view of the results of the study, the study recommended several recommendations, including completing the communications infrastructure and ensuring the security and quality of network services.

Furthermore, the need to establish a marketing department in the bank to design strategic programs and plans.

Also, the banks should pay more attention for the training of their staff to catch up with the recent developments in the field; besides providing attractive services to the existing and future customers.