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Using The Model of Six Dimensions of Innovation Services To Assess Marketing Performance of Syrian Banking Sector During The Syrian Crisis (Comparative Study between Commercial Bank of Syria and Bank Bemo Saudi Fransi)

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 Publication date 2016
  fields Economy
and research's language is العربية
 Created by امانة التحرير مجلة جامعة تشرين




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Research summary
تهدف الدراسة إلى تقييم الأداء التسويقي في القطاع المصرفي السوري خلال الأزمة السورية باستخدام نموذج الأبعاد الستة لابتكار الخدمات. تم إجراء مقارنة بين المصرف التجاري السوري وبنك بيمو السعودي الفرنسي. أظهرت النتائج أن بنك بيمو تفوق على المصرف التجاري السوري في تبني الابتكار كاستراتيجية خلال الأزمة، ولا توجد علاقة معنوية بين الابتكار في الخدمات والأداء التسويقي. اقترحت الباحثة دراسة الفرص التي أفرزتها الأزمة من خلال تحليل البيئة الداخلية والخارجية للمصارف، والاعتماد على أنشطة الابتكار كاستراتيجية للاستثمار الأمثل والنمو طويل الأجل.
Critical review
تعتبر الدراسة خطوة مهمة في فهم تأثير الابتكار على الأداء التسويقي في القطاع المصرفي السوري خلال الأزمة. ومع ذلك، يمكن توجيه بعض النقد البناء للدراسة. أولاً، قد يكون من الأفضل توسيع نطاق العينة لتشمل مصارف أخرى لتحقيق نتائج أكثر شمولية. ثانياً، الاعتماد على البيانات الثانوية قد يقلل من دقة النتائج، وكان من الممكن تضمين مقابلات أو استبيانات للحصول على بيانات أولية. أخيراً، كان من الممكن تقديم تحليل أعمق للعوامل الخارجية المؤثرة على الأداء التسويقي مثل العقوبات الاقتصادية والسياسية.
Questions related to the research
  1. ما هو الهدف الرئيسي من الدراسة؟

    تهدف الدراسة إلى تقييم الأداء التسويقي في القطاع المصرفي السوري خلال الأزمة السورية باستخدام نموذج الأبعاد الستة لابتكار الخدمات.

  2. ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟

    توصلت الدراسة إلى أن بنك بيمو السعودي الفرنسي تفوق على المصرف التجاري السوري في تبني الابتكار كاستراتيجية خلال الأزمة، ولا توجد علاقة معنوية بين الابتكار في الخدمات والأداء التسويقي.

  3. ما هي الفرضيات التي تم اختبارها في الدراسة؟

    تم اختبار ثلاث فرضيات رئيسية: لا توجد فروق معنوية في درجة تبني الابتكار بين المصارف المدروسة خلال الأزمة، لا توجد فروق معنوية في الابتكارات وفقاً لأبعاد النموذج بين المصارف المدروسة خلال الأزمة، ولا توجد علاقة معنوية بين الابتكار في الخدمة والأداء التسويقي للمصارف المدروسة خلال الأزمة.

  4. ما هي التوصيات التي اقترحتها الدراسة؟

    اقترحت الدراسة تحليل البيئة الداخلية والخارجية للمصارف للاستفادة من الفرص التي أفرزتها الأزمة، وتخصيص إدارة مستقلة للابتكار في الهياكل التنظيمية للمصارف، وتبني الابتكار بمختلف أنماطه كاستراتيجية رئيسية لتحقيق النمو على المدى الطويل.


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