دور الجودة التسويقية في البنوك التجارية في تحقيق رضا العميل : دراسة حالة بنك الخليج الجزائر وكالة بشار

Abstract EN

The objective of this study is to identify the extent to which marketing quality is applied at the level of banks and its impact on customer satisfaction.

Gulf Bank of Algeria agency has been selected as a case study, a questionnaire was distributed to a sample of 56 customers of this bank, analyzing their responses and reaching conclusions and suggestions through this study.

The most important result was that the quality of the elements of the marketing mix affected the achievement of customer satisfaction at varying rates.