مدى تبني عناصر المزيج التسويقي الإلكتروني في البنوك العاملة في فلسطين
ملاك محمد رباح عابدين
Malak Muhammad Rabah Abdeen
The study aims at identifying the extent to which the components of the E- marketing mix in banks operating in Palestine are adopted، from the point of view of the employees and managers of these banks. The researcher used the analytical descriptive approach، the questionnaire as a data collection tool ،and the questionnaire was built by relying on some previous studies, and also some questions and written by the researcher herself, the study community is made up of the employees and managers of banks operating in Palestine، and the researcher directed the use of the available sample. Due to some circumstances beyond the control of the researcher، due to the Covid-19 pandemic، the sample of the staff managers from the branches operating in Bethlehem was selected and the study was conducted in 2020، so (120) questionnaires were distributed and (110) were recovered with a percent of (92%) of the total number of cases، and the importance of the study is that it studies the reality of using the elements of the electronic marketing mix in banks. The most important elements of this mix (e-service، e-distribution، e- promotion، e- service quality، and human element) are selected، and since، according to the researcher's knowledge، there is a shortage in of researches and studies that have combined these elements that have been applied in the current study. The study reached for many results, the most important are: Banks operating in Palestine adopt the elements of the e-marketing mix in a high degree in all its fields, as the results indicated that banks offer various e-services in addition to traditional services, and distribute these services through modern electronic means such as providing them through applications for smart phones. Banks also use e-promotion in a large, wide range and especially social media paid promotions, and the study found that banks operating in Palestine are interested in the quality of electronic service, which is the most important element in terms of confidentiality, security and ease of use. Finally, the human component is also one of the most important elements of the electronic mix that is highly adopted, although it has the lowest arithmetic mean compared to the other elements. The research has made some recommendations in the field of study: The banks operating in Palestine remain informed of the international banks' activities and the electronic services they provide to reach the world because of the ease of providing services through electronic platforms. Providing the right environment for innovation in the provision of services electronically، budgeting for training e-business employees، and traveling abroad to learn from the expertise of other global banks. Following e-marketing by applying the elements of the e-marketing mix that are comprehensive to all successful marketing requirements.