The Role of Marketing in the Banking System in Increasing the Competitiveness of Banks: A Field Study on the Commercial Banks in the Syrian Coast
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.