أثر التسويق المصرفي في تحسين جودة الخدمات المصرفية

Abstract

This study aims to examine the relationship between banking marketing and the quality of banking services in the Algerian financial sector, using the Agricultural and Rural Development Bank (BADR) as a case study. The research combines theoretical and empirical approaches to assess the extent to which the elements of the banking marketing mix—namely service, pricing, distribution, promotion, people, processes, and physical evidence—impact the enhancement of service quality perceived by customers.A descriptive analytical ethodology and case study approach were adopted, with data collected via a structured questionnaire distributed to a sample of the bank’s clients. The responses were analyzed using statistical tools, specifically the SPSS software, employing regression analysis and analysis of variance (ANOVA) to test the study's hypotheses