واقع الصيرفة التقليدية والصيرفية الالكترونية في البنوك العاملة في الضفة الغربية وعلاقتها برضا الزبائن عنها
صفاء محمد عمر محتسب
Safa Mohammad Omar Mohtaseb
The aim of this study is to identify the fundamental reality of traditional banking and electronic banking in the banks operating in the West Bank and its relationship with the customers’ satisfaction. It also aimed to identify the degree of management interest in the development and marketing of banking services, and to identify the most important elements that make customers prefer either traditional banking or electronic banking. In addition to identifying the main obstacles and problems faced by customers when using both traditional banking and electronic banking in the banks operating in the West Bank. The population of the study constitutes all marketing managers in all departments of the 16 regional banks operating in the southern and center of the West Bank, in addition to all customers of the banks operating in the south and center of the West Bank, whose number is (469300) up till the date of 9 / 10 / 2006. The selection of the study sample consisted of all 16 marketing managers, while the banks customers have been selected randomly .The size of the sample is (384) customers. However, only (353) questionnaires were collected and were found to be useful for analysis. The descriptive approach was used in this study, the initial data was collected through observation and interviews in addition to the two questionnaires which were designed for bank managers and customers. Within the context of this study, some of the major conclusions are: - The majority of customers do not primarily rely on traditional banking, but the majority prefer electronic banking. - There was no major development in the banking services to some extent. - The results also showed that the management of banks shows interest in the banking and marketing requirements. - Results showed that customers of the banks in the West Bank feel satisfied with traditional banking services As for marketing managers view on the degree of customer satisfaction with banks services operating in the West Bank the results showed that the largest percentage of customers are satisfied with the traditional banking services provided . - The results also showed that customers of banks operating in the West Bank feel satisfied with the electronic banking services provided point of The view of the marketing manager on the degree of customer satisfaction with the electronic banking the results showed that the degree of satisfaction ranged between satisfied to moderately satisfied. The most important recommendations: - Ongoing training for staff particularly how to work under pressure, communication and marketing skills. - The necessity of working to satisfy the needs of customers by focusing on adopting marketing concept rather than production orientation. - Focus on the marketing research so as to examine the market and customer needs. - Work hard to find solutions to major problems and constraints facing customers in the use of traditional banking by increasing the number of staff to cope with the volume of work and reduce red tape and paperwork as much as possible in addition to the work on the provision of car parking facilities. - Training customers on how to use electronic banking in order to get rid of the problems associated with lack of knowledge and ignorance of how to use banking technologies.
بناء المؤسسات والتنمية البشرية , Institutional Building & Human Res. Dev.