تهدف هذه الدراسة إلى دراسة العوامل المؤثرة على سلوك التحول لدى العملاء في القطاع
المصرفي السوري حيث تعتبر هذه الدراسة الأولى من نوعها في الجمهورية العربية السورية.
سوف تساعد هذه الدراسة إدارات البنوك على فهم العوامل التي تدفع العملاء إلى التحول لبنك آخر
و تطوير استراتيجيات تساعد على خفض نسبة التحول لديهم.
This study aims to examine factors influencing the customer switching behavior in the Syrian banking sector, as this is the first study of its kind in the Syrian Arab Republic. This study will help the departments of banks to understand the factors that drive customers to switch their banks to another and develop strategies that help reducing the proportion of the switching they have.
References used
Ahmad, J3 and Kamal, N3 (0220), “Customer Satisfaction and Retail Banking: An Assessment of Some of the Key Antecedents of Customer Satisfaction in Retail Banking”, The International Journal of Bank Marketing, Vol. 20, No. 4/5, pp. 146-160
Almossawi, M. (2001). “Bank selection criteria employed by college students in Bahrain: an empirical analysis”. International Journal of Bank Marketing. 19(3), 115-125
Anderson, E., Fornell, C., & Lehmann, D. R. (1994). “Customer satisfaction, market share, and profitability: Finding from Sweden”. Journal of Marketing, 58(July), 53-66
تأتي أهمية البحث حيث إنه يدرس موضوع الرضا الوظيفي في أحد أهم القطاعات المساهمة بالتنمية في دولة
نامية و هو القطاع المصرفي السوري الخاص.
ستقوم الباحثة بالتطرق لموضوع الرضا الوظيفي لدى العاملين في البنك العربي سورية -
باعتباره متغير تابع.
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