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Register a new userUsing 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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Tishreen University مقالة
Publication date
2016
fields
Economy
and research's language is
العربية
Created by
امانة التحرير مجلة جامعة تشرين
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The Syrian banking sector has achieved profits during the Syrian crisis, the bulk of it is due to the revaluation of foreign currencies into SYP using the new exchange rates. The process of identifying growth requires monitor the development of many of the basic elements of the Bank's work, So we can say that Since the beginning of the crisis so far, based on the annual reports of Syrian banks, the banking sector did not achieve any real growth.That is normal causeThe country is going through one of its most difficult times, making the economic wheel descend significantly. The research aims to study the development of innovations in banking service and their impact on marketing performance.To achieve this, the researcher used the model of six dimensions of innovation services to assess marketing performance, and has been formulated three main hypotheses were tested by Statistical Package for Social Sciences SPSS V (23) to reach the researcher to several conclusions, including: Bank Bemo outperform the Commercial Bank of Syria in the degree of innovation strategy adopted during the crisis, and there is no significant relationship between innovationin services and marketing performance.so,the researcher has proposed to study the opportunities which are created by the crisis through analyzing the internal and external environment of banks, relying on innovation activities as a strategy for optimization investment and long-term growth.
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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
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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.
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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.
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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.
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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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The research aims to study the role of marketing intelligence in creating competitive
vigilance at the branches of the commercial bank and branches of Bemo Bank operating in
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
Scale )five points scale). Furthermore, the analysis used statistical indicators that were
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.
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 wel
l 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.
The research aims to know the role of credit risk management in the improvement of the banking performance in the commercial bank of Syria in Lattakia. To achieve the research objectives, a questionnaire was constructed and distributed to all credit
management employee of the bank, (33 employees). After the study and analysis, the following conclusions were reached:
1- The credit management has a high efficiency, as it defines the appropriate size of credit regarding each client; it chooses the qualified and experienced people to work in the credit management, and each credit transaction get under specific analysis and comprehensive review by a qualified and experienced credit analyst.
2- In order to maintain the level of liquidity of the bank, the credit management amends granting credit criteria, to lead to the improvement of liquidity indicators, where the bank keeps appropriate voluntary liquidity in local and foreign currencies, because the good liquidity in the bank contribute to increase clients' confidence in the bank and its operations.
3- The credit management in the bank assesses the profitability in quantitive and objective way, and reviews the criteria of the granting on an ongoing basis, and modifies granting credit criteria in a way that lead to improve bank's profitability.
4- There is a direct correlation between the efficiency of credit risk management and,(low volume and number of non performing loans, improvement of bank's liquidity ratio, and improvement of bank's profitability).
The research aims at finding out the role of the electronic banking services provided by the Commercial Bank of Syria in increasing customers' satisfaction, as well as focusing on customers' satisfaction because of its importance and its role in achi
eving the competitive advantage in the delivery of services in the banking sector, which represents an area of competition between public banks and private banks. Also, it aims at stating the extent of the employees' participation in the bank under study regarding their eagerness to achieve customers' satisfaction. At the end, the research presents a summary of the most important findings. It also presents some proposals and recommendations that will further improve the level of electronic banking services and achieving customers' satisfaction inorder to compete at a global level through a field study using a questionnaire designed for this purpose.
The research aims to study the impact of information technology on the quality of banking services in the branches of the Commercial Bank of Syria province of Latakia. To achieve the objectives of the research, a questionnaire was developed and distr
ibuted to 201 workers, and (183) questionnaire were suitable to analyze, a response rate (91.04%), and based on applying simple regression to assess the relationship between the information technology and the quality of banking service dimensions, the research found the following results: 1- There is a strong and positive correlation between the hardware equipment and the quality of banking service, where it was found that (79.7%) of the discrepancy in the quality of banking services is explained after the equipment. 2- There is a strong and positive correlation between a online banking service and service quality, it was found that (69.2%) of the discrepancy in the quality of banking services is explained after the Internet. 3- There is a strong and positive correlation between communications and banking service quality, where it was found that (65.9%) of the discrepancy in the quality of banking services is explained after the communication. 4- There are acceptable and positive correlation between post-efficiency of human resources and banking service quality, where it was found that (59.9%) of the discrepancy in the quality of banking services is explained by the efficiency of human resources.
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