أثر التسويق الرقمي على جودة الخدمات المصرفية

(بحث تطبيقي على مصرف شمال أفريقيا- أبوسليم)

Abstract

The aim of the research is to study and analyze the digital marketing applied at the bank under study. The descriptive analytical method was used, with a sample size of 387 individuals. The research found a statistically significant impact of the following dimensions (attraction, engagement, retention, learning, communication) on the quality of banking services at Bank North Africa Abu Salim branch. This means that all dimensions are responsible for explaining the changes that occur in the quality of banking services. The research also recommends utilizing modern technology in providing banking services, and creating user-friendly and secure banking applications to attract more customers.