Bank Marketing Mix Impact On Syrian Private Traditional Commercial Banks' Profitability


Abstract in English

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 number 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.

References used

1-Harb, B.; Mayya, A.; Naser, S.A. A Study Of The Effect Of Marketing Bank Services On The Behaviors Of The Customers :A Case Study Of Public Banks In Latakia. TishreenUniversity Journal For Research And Scientific Studies -Economic And Legal Sciences Series. Vol. 30, No. 4, 2008, 113-133
2Strange, jihad. The role of marketing banking products in improving the performance of commercial banks. An exploratory study of a sample of Gulf Bank Algeria AGB employees, Ain Mellila Agency (110), Batna (103), Constantine (109). Published PhD thesis, Department of Economic Sciences, College of Economic Sciences, Commercial Sciences and Management Sciences, Arab University bin Mahdi Umm Al-Bawaki, Algeria, 2017,134.

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