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The Impact Of Diversity in a Portfolio of Marketing Innovations to Market Share (A survey on the Syrian private banks)

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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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The research aimed to identifying the relationship between the use of information technology and enhance of market share in Syrian commercial Banks. By identifying the extent of the impact of each dimensions of information technology, by determining the extent to which both the information technology dimensions and the basic requirements of the application of information technology affect market share, the researchers relied on the prescriptive approach and the descriptive approach as a general approach to research, the questionnaire was distributed to 250 senior management in public and private commercial banks, and this study concluded several results, the most important of which was a moral relationship between the use of information technology and the market share, and this relationship is acceptable and positive, and is due to the lack of human resource skills and modern material components, especially in senior management, the researchers have reviewed many important results and made several suggestions and recommendations, the most important of which was the need to develop an appropriate strategy for the use of information technology supporting its operations within the overall strategy of the bank and following up on its implementation and evaluation in order to achieve the basic objectives of the Bank.
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 reasing the competitiveness of these banks. As well as the study of the difference between the commercial banks in the public and private use of the elements of the marketing mix banking. The research on the descriptive approach, and included the research community all employees in commercial banks, public and private in the Syrian coast, totaling (527) factor, were distributed (222) identification of the workers have been identified using the law of the sample statistical re-ones (204) questionnaire response rate (91.89%), and the questionnaires were distributed between the (129) questionnaire for public banks, and (75) the identification of the private banks. And using appropriate statistical methods was reached the following results: There is a direct correlation and acceptable significant correlation between the use of a combination of banking services in the commercial banks and their ability to compete in the banking market. The existence of a positive relationship and a weak significant differences between the use of each of (the pricing of banking services, the promotion of banking services, distribution services, banking) in commercial banks and their ability to compete in the banking market.The lack of significant differences between public and private banks in the use of the elements of the marketing mix banking (banking services, pricing, promotion, distribution) to enhance their competitiveness in the banking market.
This study examined the relationship between demographic variables of age, sex, marital status, educational qualification, and the order of the human needs for employees. Through a survey study on employees in the textile and cotton industries sector in the Syrian coast, the total number of valid questionnaires was 348 Reliability. And the researcher concluded to the following results: • There is a significant relationship between age and the order of the human needs for employees in the textile and cotton industries sector in the Syrian coast. • There is a significant relationship between sex and the order of the human needs for employees in the textile and cotton industries sector in the Syrian coast. • There is a significant relationship between marital status and the order of the human needs for employees in the textile and cotton industries sector in the Syrian coast. • There is a significant relationship between educational qualification and the order of the human needs for employees in the textile and cotton industries sector in the Syrian coast.
This study aimed study the impact of both liquidity and profitability on the banking safety of the Syrian private commercial banks and their relationship with them. The needed data were collected from two main sources: the financial statements, and t he disclosures of the privet commercial banks listed in the Damascus Securities Exchange, the studied sample consists of all listed (11) banks, and the Damascus Securities Exchange reports for the period (2009-2016). For the purposes of analysis, the Pearson correlation coefficient and the multiple linear regression model were used to study the relationship between liquidity and profitability with the banking safety and their impact on it. The results of the study showed that, there is a statistically significant positive correlation between the liquidity ratios (total liquid and semi-liquid assets/ total deposits; total liquid assets/ total deposits; total liquid assets/ total assets) and banking safety in Syrian private commercial banks, there is a statistically significant positive correlation between the profitability ratio (Return On Assets; Return On Equity) and banking safety in Syrian private commercial banks. The study recommended the need to maintain high and good levels of banking safety in Syrian private commercial banks to exceed 20%, and the need to maintain good levels of liquidity and attention in investing shareholders' funds and all bank assets due to their important role in raising the level of banking safety in Syrian private commercial banks, and the study recommended benefiting from the models reached by the study and developing it to more sophisticated models by relying on data for longer periods of time.
The objective of this study is to assess the reality of the professional commitment of the employees in the private commercial banks in lattakia Governorate, The researchers identified three types of functional commitment, which included both Affecti ve commitment, Continuance commitment, and Normative commitment. The researchers distributed a questionnaire to a random sample of 77 workers. Each questionnaire included 24 phrases that measured the three types of commitment. They calculated the Cronbach's Alpha coefficient to measure the stability of the scale, The t-test was used for one sample to test the hypotheses, The researchers found results showing high degrees of functional commitment of all three types, but at varying degrees, where the mean of the responses on the expressions that measured the three types of commitment was Greater than the mean neutrality of the scale.

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