التخطيط الاستراتيجي التسويقي وأثره في جودة الخدمة لمصرفية

دراسة استطلاعية في فروع مصرفي الرافدين و الرشيد في مدينة الموصل

Abstract

The study deals with the subject of marketing strategic planning and its
effect on the quality of banking service. The problem is reflected by the lack
of dealings by people of different classes in dealing with bank, and the
decrease of the size of performances and activities practiced by banks
facilities connected with commerce and investment. The study puts a
primary hypothesis which indicates that all the obstacles are the result of
banks not following the strategic approaches concerning the service of marketing planning in order to insure the offer of services which meet the
need of customers and their desires. Data, and collected from employees
working at banks and clients. This data has been analyzed using Dunkin
analysis and simple and multiple regression factors. As a result, it is found
that there are abstract differences between the variables of marketing
strategic planning and the variables of the quality of bank services. Also
there is an abstract effect of independent variables which are represented by
strategic planning in the dependable variables which are represented by the
quality of banking service.