ﺗﺴﻮﯾﻖ اﻟﺨﺪﻣﺎت اﻟﻤﺼﺮﻓﯿﺔ وأﺛﺮھﺎ ﻓﻲ ﺟﺬب اﻟﻌﻤﻼء

Abstract

This research examines the marketing of banking services and their impact on attracting customers, as the researcher follows descriptive analytical method with a case study approach. The research contains of four main chapters where touched chapters to the definition of marketing in general and the elements of the marketing mix, then the definition of marketing banking services and the marketing mix for banking services with a case study bank Societe Generale Chad and search ended with results and recommendations made at the end of the search, the researcher has assumed a number of assumptions, including: That there is a relationship between the marketing of banking services and the enthusiasm of customers on them, in addition to another hypothesis is that knowledge have lack workers the bank of the importance of marketing reduces the chances of achieving the goals, and the latter hypothesis is that the Chadian banks do not have the capacity to face competition, because the banking services offered by foreign banks better and faster. One of the most prominent findings by the Researcher are: 1-There is interest on the part of some bank managers to develop the performance of employees through training and development of their knowledge as is the case in a bank Societe Generale Chad, where a special center was established for the training of workers in the bank a precedent the first of its kind carried out by the bank in Chad. 2-The field study confirmed that the bank is trying hard to introduce new methods help to attract a large number of customers, and to achieve this the Bank has established a special department to marketing so that the task of developing a program to achieve the needs and desires of customers and achieve the objectives of the bank. 3-And also has been shown that in spite of the existence of a direct relationship between marketing banking services and the enthusiasm of the customers on the bank, but that it is not enough to attract customers, but there are other aspects used by customers in the comparison between the bank and the other such as a confidence factor and the location of the bank and speed of service performance and behavior of employees and others. Among the most prominent of the recommendations made: 1- The bank management has to put marketing program that is circulated to the bank's branches so that it is through knowledge of the extent of the importance of quality in service delivery, because of which can attract the largest number of customers or retain customers current and thus advancing the development of the bank's resources and increase its financial capacity and gain customer satisfaction. 2 -The bank management has to open windows for Islamic Government to attract customers with the Islamic orientation and also not wanting to deal with conventional banks. 3 –the bank management should use Arabic language learners in the field of banks specialty to diversify the banking circle of banking thought, and also to facilitate the knowledge of the quality of services provided by the Bank to the entire spectrum of customers