تسويق جودة الخدمة المصرفية وأثره على تحقيق الميزة التنافسية بالمصارف : بالتطبيق على بنك فيصل الإسلامي وبنك الشمال الإسلامي من (2006م ـــــ 2015م)

Abstract

The objectives of the study were to know the effect the quality promotion of banks, The best methods of promotion bank services , to what extend the quality measurement had been applied on FAISAL ISAMIC BANK and AL SHAMAL ISLAMIC BANK and to propose solutions , presented suggestion and some recommendation to help decision makers in the management of banks . The problem of the research was: to what extend the effect of the quality services promotion can realize the competitive advantage The study adopted the descriptive and analytical method in addition to case study method through (spss). The study’s hypotheses ware there is positive relation between the customer , degree of conscious reliance and competitive advance; and that there is also positive relation between customers consciousness and the realization of the banks competitive advantage ; besides positive relations between customers degree of conscious security and the realization of bank competitive advantage ; in addition to positive relation between the customers degree of conscious sympathy and the realization of the banks competitive advantage ; as well as statistical significance of the services quality standard between AL SHAMAL ISLAMIC BANK and FAISAL ISLAMIC BANK . Important results: The standard of quality in providing services to customers of FAISAL ISLAMIC BANK and س ALSHAMAL ISLAMIC BANK is considered high. This high quality in providing services will enhance the competitive advantage provided by the two banks. The most important recommendation reached by the study is that the two banks should be keen to grantee the continuity of the standard quality in providing services to the customers the services that are presently provided , became that will assure the realization of the competitive advantage . .