دور التسويق الإلكتروني في تحقيق رضا العملاء : دراسة حالة بنك الخرطوم في الفترة من 2016 -2017 م

Abstract

The study aimed to measure the impact of E-marketing for E-banking services on customer satisfaction, attract new customers to the bank, identify the problems and obstacles facing customers with E-banking services, enhance customer confidence in E-banking services and highlight the role of E-marketing in marketing E-banking services. Bank of Khartoum was selected as a field of study because it is one of the most prominent banks that applied E-marketing for E-banking services, the above objectives were translated into three hypotheses that were tested by a statistical sample questionnaire of 60 individual staff members of the Bank of Khartoum Headquarter. The study found that the application of Khartoum Bank for E-marketing of E-banking services contributed significantly in building a huge customer base for the bank, also contributed significantly to the satisfaction of existing customers with the services provided by the bank, attracting new customers to the bank, It also had an effective impact in enhancing the bank's relationship with its customers and their adherence to deal with the bank, most of the survey respondents indicated that Bank of Khartoum customers are very satisfied with the E-banking )و( services provided to them, which indicates the excellence of Bank of Khartoum in providing E-banking services. The study found the following recommendations: Expand to follow the most recently E-banking services to acquire big percentage of E-banking services clients. Importance to continue in the same track of following and developing E-banking services, and using all updated available means to follow the E-banking services. Importance of developing security services software for E-banking services to avoid hacking and lead to loss the clients’ trust