دور التسويق الإبتكاري في جودة الخدمات المصرفية : دراسة حالة : بنك النيل للتنمية والتجارة والخدمات من الفترة2011 - 2016 م

Abstract

The objective of the research is to identify the role of Innovative marketing in the quality of banking services and provide a conceptual framework on Innovative marketing. The study tackled the role of Innovation marketing in the quality of banking services. The case study of the Nile Bank for Development, Trade and Services The problem of research is that the banking environment is characterized by continuous and constant change, Banks are faced with the challenge of adapting to the accelerating environmental changes, and this is only due to the interest in the quality of their services. The main question is : What is the role of innovative marketing in the quality of banking services? The hypothesis of the study: There is a statistically significant correlation between innovative marketing and quality of banking services. There is a statistically significant correlation between innovative marketing and the success of marketing establishments. The study used the analytical descriptive method. The study showed a number of results: The interest in innovative marketing leads to increase The quality of banking services provided, as well as the results of innovative marketing can be adopted and applied in any facility and requires the availability of a number of requirements, and confirmed the results of the statistical analysis of the variables of the study health and stability of all the main assumptions and subsidiary. The research included four chapters and a conclusion containing a number of conclusions and recommendations, and the research came out with a number of recommendations, including: The institution has an interest in innovative marketing and placing it as a top priority, working on balanced events in different areas of the marketing mix and not focusing on one element only.