دور تسويق الخدمات المصرفية في زيادة القدرة التنافسية في البنوك التجارية: ( دراسة تطبيقية على بنك النيل (2010 – 2015

Abstract

The objective of this study was to identify the quality of banking services and their impact on achieving competitive advantage in the Sudanese banks in application to the Al Nile Bank. The problem of this study is in marketing of banking services in some Sudanese commercial banks has become below the required level, and that was back to failure in using an startical plan for banking services or the failure to use modern technological technologies that have adversely affected their competitiveness. The aim of this satudy how to formulated in the in the marketing of banking services affect the acquisition of new customs. To show that what extent does the development of a strateigics can do in the commercial banks to enhance competivivess. The hopes of this study is to plan an startics in the marketing of banking with led to acquisition new customes for the commercial banks. Also to develpmenat of a stratics plan for widing qultiy services to commercial banks to enhance competiviess. The researcher was used in the study the historical and descriptive analytical method, and the method of case study. The main results of the study were as follows: - Bank follows the latest developments in marketing tools, making it more ready to serve its customers. - Nile Bank is characterized by the variety of services provided in the field of marketing The main recommendations of the study were as follows: - Must to provide marketing departments with cadres and competencies capable of adopting various marketing methods to contribute to increase competitiveness. - Also must to giving more attention to the marketing function by developing a marketing strategy that contributes to increasing competitiveness. - Must to pay more attention to interest the promotion element by announcing the nature of banking services continuously so as to contribute to increasing competitiveness.