تجارة - دكتوراه
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Item أثر تطبيق إستراتيجيات التسويق المصرفي على زيادة كفاءة الودائع المصرفية بالبنوك التجارية في السودان (فـي الفترة مـن 2012- 2018م) : دراســـة حالـــة بنـك أم درمـان الوطني(جامعة النيلين, 2020) فخر الدين بابكر إبراهيم مالكالمستخلص هدفت الدراسة إلى معرفة أثر تطبيق إستراتيجيات التسويق المصرفي على نمو الودائع وزيادة كفاءة البنوك التجارية في السودان بالتطبيق على عينة من البنوك التجارية في السودان. وتمثلت مشكلة الدراسة في أن هناك عدم إهتمام كافي بالتسويق في المؤسسات السودانية بصورة عامة والبنوك التجارية على وجه الخصوص. وجاءت الدراسة لاختبار الفرضيات التالية:- هناك أثر ذو دلالة إحصائية لتطبيق الاستراتيجيات التسويقية على نمو الودائع في المصارف التجارية في السودان ، المصارف السودانية تقوم بتطبيق الاستراتيجيات التسويقية التي تتناسب مع مع بيئتها المصرفية ، هناك أثر ذو دلالة إحصائية لتطبيق الاستراتيجيات التسويقية على زيادة فعالية المصارف التجارية السودانية. وقد تحققت جميع فرضيات الدراسة ، حيث استخدم الباحث الاستبيان كأداة لجمع بيانات الدراسة، كما انه استخدم برنامج الحزمة الإحصائية للعلوم الاجتماعية (Statistical Package for Social Sciences) لمعالجة البيانات التي تم الحصول عليها إحصائياً. توصلت الدراسة إلى عدد من النتائج منها: يتبين من اجمالي الفقرات أن نسبة 73.44% من عينة الدراسة يواقفون علي تطبيق الاستراتيجيات التسويقة واثرها في زيادة الودائع المصرفية بالبنك مما يدل علي قبول هذة الفرضية ، يتبين من اجمالي الفقرات أن نسبة 87.7% من عينة الدراسة يواقفون علي اثر زيادة الودائع المصرفية علي مؤشرات الاداء مما يدل علي تحقيق هذة الفرضية. ومن أهم توصيات الدراسة : ضرورة تاسيس إدارات للتسويق في المصارف السودانية ، رفد هذه الادارة بمجوعة متميزة من الموظفين المؤهلين في مجال الاختصاص ، ضرورة تبني إستراتيجيات تسويقية فاعلة تساهم في جذب الودائع وتحقيق رضا العملاء. Abstract This study was conducted to be acquainted with the impact of applying the strategies of banking marketing on increasing the deposits efficiency in the commercial banks in Sudan and through implementation on the Sudanese banking system (Omdurman National Bank as a case study). The study problem is that there is no sufficient interest paid to marketing issue in the Sudanese institutions as general and particularly in the commercial banks. So, the study was conducted to test the following hypotheses: 1) There is statistically significant impact of applying the strategies of banking marketing on increasing the deposits in the commercial banks in Sudan 2) Sudanese banks apply the marketing strategies that suit their own environment. 3) There is an impact of positive growth of the bank deposits on the general performance indicators in the bank All above hypotheses have been proved and confirmed by the study. The researcher used questionnaires as primary data collection tools and apply Statistical Package for Social Science (SPSS) to analyze the collected primary data. The study reached a number of results which are as follows: 1- As totally revealed that 73.44% of the study sample agreed on applying the marketing strategies and their impact on increasing the bank deposits. And that is a clear cut proof for acceptance of the so-called hypothesis. 2- It is clearly apparent from the total estimates that 87.7% of the study sample agreed on the impact of increasing the bank deposits on performance indicators. And that is a clear cut proof for acceptance of the so-called hypothesis. The most important recommendations proposed from this study are as follows: 1- It is necessary to stablish marketing departments in the Sudanese banks. 2- It is also important to furnish these departments with highly qualified staff in marketing. 3- It is important to adopt viable and effective marketing strategies that will contribute to attraction of deposits and realization of clients contentment.Item دور إدارة الجودة الشاملة في التسويق المصرفي (دراسة تطبيقية علي المصارف التجارية)(2012) بشير احمد محمد علي البشيرThis study was entitled the role oftotal quality management in nrarketmg of banking systems. The problem ofthe study was in the apparent lackof banks in marketing their services, frequent complaints by their customers about the mistakes made by the. service provider, and lack of knowledge of full services provided by banks and their prices. _ The study aimed to achieve several important objectives, including: -Stand on the extent of the application of the Sudanese banks total quality management in the marketing of banking services - Identify the most important foundations of the intellectual as an introduction to total quality management in the marketing of banking services - ldentify the employees’ attitudes about the possibility ofapplication oftotal quality management in the marketing of banking services - Out the results represent a breakthrough proposal helps to improve the status of bank marketing Sudanese banks and upgrading them. _ - Provide a model that helps in the development of banking marketing through the application of the philosophy of total quality management principles and ideas The study followed the analytical approach in the theoretical part of the study and the analytical method for the analysis of ideas and the results obtained from the extrapolation of figures and tables. The study population represents a category of employees in commercial banks in Sudan and senior management and middle management in commercial banks operating in the state of Khartoum, as well as customers of all commercial banks in Sudan, then the researcher distributed (160) questionnaire for workers and customers ofthe banks under study, and also distributed other (30) questionnaire specified to the category of banking administrators. The main results achieved are: — A very high degree of conviction and the desire of senior management with the application of the concept of total quality management in the marketing of banking services — The-existence of interest of management in the foundations and principles of Total Quality Management in banking marketing ranges from a very high degree and high degree, from the standpoints of banks employees and administrators. ' A very high degree_ro4Vf:‘szj.iti~s;ii1Z:tioi1 witlitlie service provided" to etistoiners from the customer point of‘vieii'\7-."' ~ ~ """m4*"‘:""' *3 -" r - ' ' A high degree of satisfaction onthe prices of bankingservices to‘ ¢ti§toin'2=?§ from the viewpoint t§f'cu"stonlei"s‘.i ' ’ H” i "a ‘Z ' ' ’ A high degree of satisfaction cntlie"i1i1paci of the 'p1'a‘¢e,‘ "time, and distribution from the viewpoint ofciistomers ' " "‘ "A " I _' " ' ‘l 1‘ ‘ ‘ ‘i ' A high degree of satisfaction with the impact of '51-onietiofi from‘ the in ._ perspective of customer " A high degree of satisfaction with the impact of Bank operations from the viewpoint of customers - A high degree of satisfaction with the impact of the productivity of the Bank's services from the perspective of customer _ A high degree of satisfaction with the impact of the performance of employees in the bank from the viewpoint of customers ' The recommendations of the study were more points of interest in the results, and provide a proposed model to be applied by commercial banks in Sudan, in stages, namely: — Decision-making, is the stage to convince senior management and support for the programs. — Preparation, where team building, and an assessment of the current quality level, the definition of bank customers, and the fonnulation of marketing message to the bank and the vision of the future — Start and conclti'c'f'tl"le' éiittluatiori, which is working to provide education and ongoing training and the formation of new teams and new sections, and thepuse of specialists to assist in this process when needed, giving appreciation rewards for quality improvement — Assessment, evaluation oftotnl quality management program where it must reviewed and evaluated on a regular basis to make‘ sure-that the objectives that have been developed are still the subject of interest