انعكاسات استخدام الترويح الالكتروني على تحسين أداء البنوك التجارية في الضفة الغربية
يوسف عمر يوسف ابو زيد
Yousef Omar Abu Zaid
This study aimed to identify the implications of the use of Electronic-Promotion to improve the performance of commercial banks in the West Bank, where the set of performance benchmarks to improve competitiveness and enhance the effectiveness of providing banking services and geographic expansion and increasing the volume of banking activity in addition to achieving customer satisfaction. To achieve this aim, use descriptive method, has been designed questionnaire to collect data from respondents, which was distributed to a sample was selected stratified random with equal representation, size (80) recovered from (64) represented the first layer of the heads of branches and number (32), class II heads Marketing departments in the branches and the number (32 After recovery of the questionnaires were analyzed using statistical package (SPSS), was calculated as arithmetic averages and the standard deviation to describe the study areas on the reality and the importance of promoting the use of email and the difficulties of use. As well as descriptive statistics using frequency to extract the percentage distribution of respondents by demographic variables. And calculation of Pearson's correlation coefficient to determine the degree and direction of the relationship between the independent variable and dependent variables. Also used single-contrast (One-Way Anova) to test the hypothesis according to demographic variables of respondents, to detect differences in their answers. The study found the most important the following results: Using commercial banks in the West Bank to promote electronic-very much, as the arithmetic average of the answers of respondents (4.541). Aware of branch managers and heads of marketing at the commercial banks to promote the importance of using email to improve its performance dramatically, with the average responses (4.541. Commercial banks face difficulties in promoting the use of electronic medium degree where the arithmetic average of the answers of respondents (3.041. The use of electronic-Promotion reflects a positive impact on improving the performance of commercial banks very much, as the average answers respondents in promoting the role of competition (4.656), and in increasing the volume of activity (4.492), and the effectiveness of service delivery (4.526), and customer satisfaction (4.518),and achieving customer satisfaction (4.525). The results of the study on the presence of a strong positive correlation between the use of promotional mail and improve the performance of commercial banks in the West Bank, where was the correlation coefficient between the degree of promotion of the use of electronic and indicators to measure performance improvement 68.2% . Also showed the results of the study there is no statically significant differences in the answers of respondents about the Implications of the Electronic-Promotion to improve the performance of commercial banks in the West bank due to the variables (age, type of job, the qualification specialization, and variable years of experience. Finally, the results of the study showed there is no statistically significant differences in the answers of respondents about the implications of the use of e- Promotion to improve the performance of commercial banks in the West Bank by the variables (the number of bank branches and level of activity, and the beginning of the bank to engage in banking activity). There are significant difference responses of respondents on > the sanctions, by commercial banks in the West Banks according of the variable (age, educational qualification and the number of the bank branches).