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Register a new userThe Role of The Electronic Marketing Mix Elements in promoting the Competitive Advantage of Banks )Survey Study on the Public Syrian Commercial Banks)
دور عناصر المزيج التسويقي الإلكتروني في تعزيز الميزة التنافسية للمصارف دراسة ميدانية على المصارف التجارية العامة في اللاذقية
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هدفت هذه الدراسة إلى التعرف على الدور الذي تلعبه عناصر المزيج التسويقي الإلكتروني في خلق مزايا تنافسية للمصارف التجارية العامة تجعلها في موقع متميز و متفرد عن غيرها من المصارف الأخرى، و خصوصاً بعد دخولها إلى عصر الثورة التكنولوجية و المعلوماتية. و لتحقيق ذلك قام الباحث بدراسة العلاقة بين عناصر المزيج التسويقي الإلكتروني، و بين تحقيق الميزة التنافسية، و ذلك من خلال دراسة ميدانية على المصارف التجارية العامة في اللاذقية، و كان حجم عينة البحث /120/ مفردة. و توصّل الباحث إلى وجود علاقة بين كل من عناصر المزيج التسويقي الإلكتروني ( المنتج الإلكتروني، التسعير الإلكتروني، الترويج الإلكتروني، التوزيع الإلكتروني، الأشخاص، العناصر المادية، عملية تقديم الخدمة)، و بين تعزيز الميزة التنافسية للمصارف محل الدراسة. كما قدّم الباحث من خلال هذه الدراسة مجموعة من المقترحات و التوصيات التي من المتوقع أن تساعد المصارف محل الدراسة على تحقيق الميزة التنافسية.
This study aimed to identify the role of the marketing mix electronic elements in the creation of competitive advantages of public commercial banks to make them distinct and unique from other banks site، especially after its entry into the era of technological revolution and Informatics. To achieve this، the researcher studied the relationship between the electronic elements of the marketing mix، and achieve competitive advantage، through a survey on public commercial banks in Latakia، and the research sample was/ 120 / unit. The researcher found that a relationship exists between each of the elements of the marketing mix elements (electronic product، electronic pricing، electronic promotion، electronic distribution، people، physical elements، the process of providing the service)، and promoting the competitiveness of banks under study. As the researcher of this study a set of proposals and recommendations that are expected to help banks in the study to achieve competitive advantage.
References used
Aquilano,Nicolas J.; Chase, Richared B.and Daves Mark M, "Fundamentals of Operations, 7th ed, Mc GRAW-Irwin, INC, (1996) . p 24
Gilmore, Audrey;Damian، Gallagher; Scoth, Henry,” E- marketing and SMEs : Operational lessons for the future” European Business Review, vol. 19 Iss: 3, (2007). PP. 234- 247
(Imber, J.; Besty- Ann T. Dictionary of Marketing terms, 3rd ed. Barrons Business Dictionaries، USA. (2000
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This paper aimed to discuss whether bank marketing mix affect the profitability of traditional private commercial banks operating in Syria during the period 2010 - 2017. Where the effect of the following independent variables has been studied: the nu
mber of banking services, the price of traditional services, the price of modern services, distribution, promotion, pepole, process and physical evidence, on the rate of return on equity as a dependent variable. The study adopted the Panel Data, which were collected from the financial reports of the studied banks, then the models of these data were estimated and the comparison between them was done on the basis of the restricted F test, where it was found that the fixed effects model is the most appropriate model for the study. The study concluded that there was no statistically significant effect of any of the elements of the marketing mix on the rate of return on equity of the studied banks, in other words, the banking marketing mix had no significant impact on the profitability of these banks during the period studied.
The research aims to identify the role of Relationship Marketing in enhancing the
competitive advantage of insurance companies, through the study of the relationship
between the dimensions of marketing relations, represented by: trust, interaction,
commitment, communication, loyalty, and strengthen competitive advantage. Adopted
Find descriptive approach, which included the research community customers who
reviewed the insurance companies in Latakia province during the period of application of
research, amounting to three months, with the researcher during this period distributed
(185) to identify customers at random, so as to explore their views on the role of
Relationship Marketing in promoting competitive advantage in the insurance companies
that deal with it, and was restored (173) to identify complete and valid for statistical
analysis, and response rate (93.51%). Based on simple regression analysis and show the
relationship between the two variables Search reach and there is a significant moral
positive correlation between each dimension of marketing dimensions of relations, and
enhance the competitive advantage of companies in the study, since the marketing
performance of good companies under study been able to keep existing customers, and the
acquisition of new customers, and to achieve growth rates in transactions with these
customers by building relationships with them based achieve satisfaction and provide
goods and services of great value.
In light of the breadth of financial globalization , and in light of the risks associated with a lot of banks have adopted measures to ensure preservation of its performance , and to reduce risks and achieve the common interest of all parties collabo
rating with them.
The corporate governance is one of those methods that are
commonly used , at the corporate level general and banks in
particular , in order to regulate relations participatory between
executive management and the board of directors , shareholders , and other stakeholders , different control provisions of the administration and not to prejudice the interests of the dealers.
As the competitive advantage has become the mainstay of which they are based organizations in general, in their quest to stay in the market competition and maintain or expand market share , has sought to adopt many of the systems designed to enhance the advantage , and between systems that have been used recently is the application of corporate governance within the organizations. And therefore presented this research to study the impact of the application of the principles of private banks for corporate governance to increase the competitiveness of these banks. The researcher concluded a set of findings and recommendations , including that the governance of banking has been successful in attracting attention, and strengthened the competitiveness of Syrian banks guide development and growth and increase the size of the facilities provided , tighten the financing operations in accordance with the legislative and regulatory frameworks reflect the bright image of the governance of banking in the light of globalization and
reflection so to enhance the competitiveness of the private banks .
This research studied the tools of the promotional mix and their role in attracting
banks’ customers. The research was conducted on a sample of 210 customers of private
and public banks in the coastal area of Syria. Descriptive statics were used to
test the
hypothesis and to describe the relationship between variables. The SPSS program was used
and some descriptive statistic models were utilized (frequencies، different correlation
coefficients)
The research found the following results:
1- There is a statistically significant influence between the role of the promotional
mix’s tools and attracting banks’ customers.
2- There is a statistically significant influence between advertising, public relations
and publicity, sales promotion, personal selling, internet and interactive marketing and
attracting banks’ customers
3- There is a no statically significant influence between direct marketing and
attracting banks’ customers
4- Most of the studied customers believed that the promotional activities done by the
banks have a big role in maintaining banks’ name in the market.
This study aimed to identify the role of the electronic management
application in the creation of competitive advantages for the branches of make them in a distinct and unique from other ،Popular Credit Bank especially after the entry into the era o
f technological ،banks site revolution and information.
To achieve this، the researcher studied the relationship between the
application of electronic management، and the achievement of
competitive advantage، through a survey on the branches of Popular
Credit Bank in Latakia، ; the total number of valid questionnaires was 120 Reliability and validity were tested.
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