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The Role of Promotional Mix in Attracting Bank’s Customers: A Field Study on Banks Customers in Syria

دور عناصر المزيج الترويجي في جذب العملاء دراسة ميدانية على عملاء المصارف السورية

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 Publication date 2015
and research's language is العربية
 Created by Shamra Editor




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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.


Artificial intelligence review:
Research summary
تناول البحث دور عناصر المزيج الترويجي في جذب العملاء المصرفيين في سوريا، حيث تم إجراء دراسة ميدانية على عينة من عملاء المصارف الخاصة والعامة في الساحل السوري. استخدم الباحثان أسلوب الإحصاء التحليلي لاختبار الفرضيات ووصف العلاقة بين المتغيرات. تم تحليل البيانات باستخدام برنامج SPSS، وتوصلت الدراسة إلى نتائج هامة أبرزها: وجود تأثير فعال ذو دلالة إحصائية لعناصر المزيج الترويجي في جذب العملاء المصرفيين، باستثناء التسويق المباشر الذي لم يظهر تأثيراً فعالاً. كما أظهرت الدراسة أن النشاطات الترويجية تلعب دوراً كبيراً في ترسيخ اسم المصرف في ذهن العميل. أوصت الدراسة بضرورة تبني المصارف لاستراتيجيات ترويجية فعالة تشمل معظم عناصر المزيج الترويجي، مع التركيز على البيع الشخصي، تنشيط المبيعات، والإعلان، وتفعيل دور الإنترنت والتسويق التفاعلي، والعلاقات العامة والنشر.
Critical review
دراسة نقدية: يعد البحث مهماً في تسليط الضوء على أهمية المزيج الترويجي في جذب العملاء المصرفيين، إلا أنه يمكن توجيه بعض الملاحظات النقدية. أولاً، كان من الأفضل توسيع نطاق العينة لتشمل مناطق أخرى في سوريا لضمان تمثيل أكبر وأكثر شمولية. ثانياً، لم يتم التطرق بشكل كافٍ إلى تأثير العوامل الاقتصادية والسياسية الحالية في سوريا على نتائج الدراسة، مما قد يؤثر على دقة النتائج. ثالثاً، كان من الممكن تقديم تحليل أعمق للعلاقة بين كل عنصر من عناصر المزيج الترويجي وجذب العملاء بشكل منفصل، بدلاً من التركيز على العلاقة العامة بين المزيج الترويجي وجذب العملاء.
Questions related to the research
  1. ما هي العناصر التي يتكون منها المزيج الترويجي وفقاً للدراسة؟

    يتكون المزيج الترويجي من الإعلان، العلاقات العامة والنشر، تنشيط المبيعات، البيع الشخصي، الإنترنت والتسويق التفاعلي، والتسويق المباشر.

  2. ما هو العنصر الذي لم يظهر تأثيراً فعالاً في جذب العملاء المصرفيين؟

    العنصر الذي لم يظهر تأثيراً فعالاً في جذب العملاء المصرفيين هو التسويق المباشر.

  3. ما هي التوصيات التي قدمتها الدراسة لتحسين استراتيجيات المزيج الترويجي في المصارف السورية؟

    أوصت الدراسة بضرورة تبني المصارف لاستراتيجيات ترويجية فعالة تشمل معظم عناصر المزيج الترويجي، مع التركيز على البيع الشخصي، تنشيط المبيعات، والإعلان، وتفعيل دور الإنترنت والتسويق التفاعلي، والعلاقات العامة والنشر.

  4. ما هي الأساليب الإحصائية التي استخدمها الباحثان لتحليل البيانات؟

    استخدم الباحثان برنامج SPSS لتحليل البيانات، وتم استخدام عدد من الأساليب الإحصائية والاستدلالية مثل التكرارات والنسب المئوية، ومعاملات الارتباط المختلفة.


References used
E GEORGE BELCH و ،MICHEAL A BELCH ..Advertising and Promotion an Integrated Marketing Communication Perspective .New York: McGraw-Hill)2007
Anna Grankvist ،Carolina Kollberg و ،Anna persson ..Promotion strategies for Banking Services, M.S. Thesis. Lulia ،Sweden)2004
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