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Register a new userThe role of marketing strategies in creating a competitive advantage in the banking sector: A Field Study of Syrian Commercial Bank in Latakia Governorate
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Tishreen University مقالة
Publication date
2011
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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The concept of competitive advantage occupies an important place in the strategic management, which is the most successful way that enables the Foundation to achieve superiority over its competitors by using the appropriate marketing strategy, as well as to attract customers and increase the value perceived by them and to achieve satisfaction. The current research addresses the role of marketing strategies in creating a competitive advantage in the Syrian Commercial Bank in Lattakia Governorate, and to achieve objectives of the research was designed to identify, and applied to a sample of employees in the bank amounted to /181/ factor, and after discussion and analysis has been reached following results: The marketing strategies applied in the Syrian Commercial Bank enables the bank to obtain a competitive advantage by having a clear strategic vision for development, and his quest to study the situation of banks, competition and improve working through ongoing contact with customers, and adopt a strategy of providing promotional programs attractive and commensurate with the capabilities of the bank, and provides appropriate solutions to all problems faced by the bank, as shown by the strategy's strengths and weaknesses and considering the marketing environment internal and external. Enable marketing strategies applied in the Commercial Bank of Syria of reducing the cost of services provided to customers, and raise the quality of banking services provided, and to influence the response to the client.
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Research summary
تتناول هذه الدراسة دور الاستراتيجيات التسويقية في خلق الميزة التنافسية في المصرف التجاري السوري بمحافظة اللاذقية. لتحقيق أهداف البحث، تم تصميم استبانة وتطبيقها على عينة من العاملين في المصرف بلغت 181 عاملاً. توصلت الدراسة إلى أن الاستراتيجيات التسويقية المطبقة في المصرف تمكنه من الحصول على ميزة تنافسية من خلال رؤية استراتيجية واضحة للتطوير، سواء في العنصر البشري أو المستوى التقني التكنولوجي، ودراسة وضع المصارف المنافسة، والارتقاء بالعمل من خلال الاتصال المستمر بالعملاء، واعتماد استراتيجيات ترويجية جذابة تتناسب مع قدرات المصرف. كما أن هذه الاستراتيجيات تساعد في تخفيض كلفة الخدمات ورفع مستوى جودتها، مما يؤثر إيجابياً على استجابة العملاء ورضاهم. اعتمد الباحث على المنهج الوصفي التحليلي، واستخدم أدوات إحصائية متنوعة لتحليل البيانات، مثل المتوسطات الحسابية والانحرافات المعيارية واختبار T لعينة واحدة. كما تم اختبار موثوقية الاستبانة باستخدام معامل ألفا كرونباخ. خلصت الدراسة إلى توصيات بضرورة تشكيل إدارة تسويق مستقلة وزيادة الحملات الترويجية والتركيز على تقديم خدمات جديدة ومتطورة.
Critical review
دراسة نقدية: تعد هذه الدراسة مهمة في تسليط الضوء على دور الاستراتيجيات التسويقية في القطاع المصرفي، إلا أنها تفتقر إلى تحليل عميق للعوامل الخارجية التي قد تؤثر على فعالية هذه الاستراتيجيات، مثل الأوضاع الاقتصادية والسياسية. كما أن العينة المستخدمة قد تكون غير كافية لتعكس الصورة الكاملة للمصرف التجاري السوري. كان من الأفضل تضمين دراسات مقارنة مع مصارف أخرى في مناطق مختلفة لتعزيز النتائج. بالإضافة إلى ذلك، كان يمكن توسيع نطاق البحث ليشمل آراء العملاء أنفسهم وليس فقط العاملين في المصرف، مما قد يعطي صورة أكثر شمولية ودقة عن فعالية الاستراتيجيات التسويقية.
Questions related to the research
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ما هي الأهداف الرئيسية لهذه الدراسة؟
تهدف الدراسة إلى تحديد دور الاستراتيجيات التسويقية في خلق الميزة التنافسية في المصرف التجاري السوري بمحافظة اللاذقية، وتحليل تأثير هذه الاستراتيجيات على جودة الخدمات المصرفية وكلفة الخدمات المقدمة واستجابة العملاء.
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ما هي المنهجية التي اعتمدها الباحث في هذه الدراسة؟
اعتمد الباحث على المنهج الوصفي التحليلي، واستخدم استبانة لجمع البيانات من عينة مكونة من 181 عاملاً في المصرف التجاري السوري. كما تم استخدام أدوات إحصائية متنوعة مثل المتوسطات الحسابية والانحرافات المعيارية واختبار T لعينة واحدة.
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ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟
توصلت الدراسة إلى أن الاستراتيجيات التسويقية المطبقة في المصرف التجاري السوري تمكنه من الحصول على ميزة تنافسية من خلال رؤية استراتيجية واضحة للتطوير، ودراسة وضع المصارف المنافسة، والارتقاء بالعمل من خلال الاتصال المستمر بالعملاء، واعتماد استراتيجيات ترويجية جذابة تتناسب مع قدرات المصرف. كما تساعد هذه الاستراتيجيات في تخفيض كلفة الخدمات ورفع مستوى جودتها.
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ما هي التوصيات التي قدمتها الدراسة لتحسين الأداء التسويقي للمصرف التجاري السوري؟
أوصت الدراسة بتشكيل إدارة تسويق مستقلة قادرة على اتخاذ القرارات التسويقية، وزيادة الحملات الترويجية من خلال إعلانات تلفزيونية وطرقية وبراشورات، والتركيز على الكفاءة من خلال زيادة إنتاجية العاملين، والاعتماد على أشخاص في الإدارة يفكرون استراتيجياً، ودراسة حاجات العملاء ورغباتهم بشكل مستمر، وتقديم خدمات جديدة ومتطورة.
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This study focuses on the role of the marketing Information system in preparation the competitive strategies in Syrian public banks. This study deals the marketing Information system and its resources and kinds, in addition to the definition of compe
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The research aims to study the role of marketing intelligence in creating competitive
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the Syrian coast.. The researcher used the descriptive approach and develo
ped a
questionnaire to collect preliminary data about research sample’s vocabularies, which was
a simple consists of Staff (head of department / manager) was on the Syrian coast. The
questionnaire was distributed to the staff of the banks in the study, where they reached 79
employees, but only 66 of them were valid questionnaires. The questionnaire used a Likert
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appropriate for nominal and grade data.
Finally, reliability and validity of honesty testing was conducted to determine the
suitability of questionnaire’s questions to the research goal, as well as a set of testing
differences between averages.
The research concluded the following findings:
1.There is statistically significant relationship between marketing intelligence and its
ability to achieve competitive vigilance at organizations.
2.There is a correlation significant relationship between competitor’s position and attitude
study and achieving competitive vigilance.
3.There is a correlation significant relationship between customers’ study and achieving
competitive vigilance.
This paper deals with the role of marketing in the banking system to increase the competitiveness of the Syrian commercial banks through the study of the relationship between each of the (banking services, pricing, promotion and distribution) and inc
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