The Quality of Banking Services in Light of the Financial Transformations and Their Impact on the Marketing Performance of the Banks in Gaza Strip

Amal M Al Hila (1) , Eitedal M S Alhelou (2) , Mazen M Al Shobaki (3) , Samy S Abu Naser (3)

1 Department of Management and Financial Business
2 University of Palestine
3 Department of Information Technology

This study aimed to investigate the effect on the quality of banking services marketing performance of banks operating in the Gaza Strip in light of the financial transitions from the perspective of employees, and the disclosure of the relationship between the quality of banking services and marketing performance from the perspective of employees and customers. The researcher used descriptive and analytical approach, and the study population of employees and customers at Bank (Palestine Limited, Palestinian Islamic, housing, Jerusalem, the Arab Bank), and the study tool is a questionnaire applied to a simple random sample of employees and customers have been obtained (97) questionnaire rate of recovery (97%) to identify the employees, the customers have been recovered (141) questionnaire by recovery (78%). the results of the study showed a statistically significant relationship between the quality of banking service and financial shifts in operating in the Gaza Strip banks from the perspective of employees, and between financial transformations and marketing performance of banks operating in the Gaza Strip from the perspective of employees, and the quality of banking service and marketing performance in banks operating in the Gaza Strip from the standpoint of employees, customers, and that there is the effect of a statistically significant for the quality of banking services on the marketing performance of banks operating in the Gaza Strip in light of the transformations Finance from the perspective of employees. And changing the mediator of financial shifts weaken the impact of the quality of banking services and the marketing performance. One of the main recommendations: to work on open communication channels between banks and customers departments to keep the banking institutions more flexible and responsive to the aspirations of the entire banking customers about the services provided and it will contribute to the improvement of marketing performance.

Mots clés: Marketing Performance; Financial Transformation; Banking Services; Quality; Gaza Governorates; Banks

Domaines: Gestion et management

Amal M Al Hila, Eitedal M S Alhelou, Mazen M Al Shobaki, Samy S Abu Naser. The Quality of Banking Services in Light of the Financial Transformations and Their Impact on the Marketing Performance of the Banks in Gaza Strip. International Journal of Engineering and Information Systems, 2017, 1 (8), pp.36-57. ⟨hal-01628896⟩