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تاثير العوامل التسويقية في راس مال الزبون بحث تحليليي في عينة من المصارف الحكومية في بغداد == The Effect of Marketing Factors On The Customer Capital - An Analytical Research On A Sample of Governmental Banks In Baghdad -

اسم المؤلف: فرح هادي حسين النعيمي

اسم المشرف: علي حسون فندي الطائي

الموضوع العام: الادارة والاقتصاد

الموضوع الدقيق: ادارة عامة

الدرجة: دكتوراه

الجامعة: جامعة بغداد

اللغة: العربية

مكان الجامعة: بغداد

الصفحات الاولى: 📎 07T3949 - p.pdf

المستخلص: يهدف البحث الحالي الى التعرف على تاثير عدد من العوامل التسويقية (الانشطه التسويقية،حقوق ملكية الزبون،ومنافع العلاقة)، في راس مال الزبون, وتتجسد مشكلة البحث في الاجابة على التساؤلات الاتية : 1. ما تاثير العوامل التسويقية في راس مال الزبون؟2. ماالانشطة الت | The present research aims at identifying the effect of a number of marketing factors (the marketing activities, customer equity, and the relation benefits) on the customer capital. The research problem is embodied in answering the following questions : 1 - What is the effect of marketing factors on the customer capital? 2 - What are the marketing activities practiced by the bankers? 3 - What is the level of customer equity for bankers? 4 - What are the types of the relationship benefits gained by both banks customers? Research sample : To conduct the applied side of the research, (6) branches of Al - Rafidain Bank and (5) branches of Al - Rasheed Bank were selected, in addition to the Department of Banking Studies and Processes at the general management for each of the banks. The most important hypotheses of the research were as the following : 1 - There is an effect of the marketing factors on the customer capital. 2 - There is a correlation between the marketing factors and the customer capital. 3 - There are differences between both banks in the marketing activities, the customer equity, the relationship benefits and customer capital. Research Method : The descriptive analytical method was used to explain the effect of marketing factors on the customer capital. To achieve the research aims, a collection of instruments such as (questionnaire, personal interview, observation) was adopted. The most prominent results the research arrived at were : there was a significant effect of the marketing factors on the customer capital, there was a significant correlation between the marketing factors and the customer capital, and there were significant differences between both banks at the level of marketing activities, the customer equity, the relationship benefits and customer capital. The research came out with a group of recommendation, the most prominent of which were the necessity to establish behavioral databases for customers in order to benefit from in classifying the customers into groups according to the size of contributions for each group in profits achieved by both banks, and to establish centers of customer services at both banks branches.