تأثير المزيج التسويقي للمصارف الإسلامية في فلسطين على الصورة الذهنية عن جودة خدماتها لدى الزبائن

الموضوعات

علم نفس

روابط وملفات

التعريف والنوع

رقم الوثيقة

efe8ab3b-28b8-419c-9593-dc809ebbe2ce

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

pdf text

أسماء الملفات

1696053_1.pdf

بيانات النشر

ترجمة العنوان

The Effect of Marketing Mix of Islamic Banks in Palestine on Customers' Image about the Quality of their Services

ألقاب المؤلفين

[{"name_ar":"سمير أبو زنيد","title_ar":"اشراف","title_en":"Supervision"},{"name_ar":"مأمون حسن خليل راشد","title_ar":"اعداد","title_en":"Preparation"}]

اللغة

Arabic

المصدر والدورية

اسم المصدر

تأثير المزيج التسويقي للمصارف الإسلامية في فلسطين على الصورة الذهنية عن جودة خدماتها لدى الزبائن

المحتوى والصفحات

عدد الصفحات

0

ترجمة الملخص

This study was conducted during the period (from November 2010 to March 2012). It aimed at measuring the level of customers' image about the quality of services provided in Islamic banks in Palestine through considering the obvious differences between the degrees of actual services and their expectations, based on the dimensions of quality:reliability, responsiveness,assurance,empathy, tangibility and compliance.It also aims at identifying the relationship between the actual performance of each elementof the marketing mix of Islamic banks in Palestine: product, pricing, place, promotion, people, physical evidence, process, and customers' image about the quality of their services. In addition,it aims at identifying the extent of demographic characteristics on thecustomers under researchs.In this atudy,theanalytical descriptive methodology is used for this purpose. Aspecial scale, named (MIBSQ),was developedto measure the image about the quality of Islamic banking services. This scale was based on the elements of banking marketing mix. The questionnaireincluded 42 items, classified according to quality dimensions. The study population was represented by customers having active accounts in Islamic banks in Palestine. A quota sample of 525 participants was chosen. The statistical data were processed by the program of Statistical Package for the Social Sciences (SPSS).Theresults showed that the level of customers' image about the quality of services provided in Islamic banks in Palestine was good, but did not reach the level of their expectations. There was a (real) cognitive gap, represented by the difference in customers' expectations and their evaluation for actual performance of offered services. Moreover, the marketing mix of Islamic banks in Palestine was not comprehensive enough, in term of consistency and integration, to cope with the requirements of effective marketing performance. Finally, participants' demographic characteristics had an impact on their answers regardingthebank of dealing, age, educational level, place of residence, profession, income level and years of dealing with the bank.The study has madea set of recommendations, starting with modifying the marketing mix of Islamic banks through adding an eighth element which is Shar'i adaptation,developing in-depth service lines of Islamic banking by providing funding services, such as Musharaka, Salam, Muzara'ah, Istisnaa, increasing the contribution of MuDarabah and direct investment. In-widthIslamic banks should provide actual solidarity services, such as collecting and distributing Zakat, especially among share-holders. They should also make use of flexibility of the pricing element; have more obvious implementation of the profit and loss principle; reinforce geographical deployment of the branches of Islamic banks and increase the number of ATM units. Furthermore, Islamic banks should seek help from experts and specialists to develop an integral mix of promotional communications, especially regarding multi-lateral efforts to highlight the Shar'i compliance with the يservices they offer.They should also adopt a philosophy of internal marketing whichassures selecting the employees, motivating and training them. Finally, they should pay more attention to the design of the bank's internal and external environment, and touse modern technology more effectively in the services provided

إشراف وإعداد

الإشراف

سمير أبو زنيد

الإعداد

مأمون حسن خليل راشد

الاقتباسات الببليوغرافية