تجارة - ماجستير
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Item دور الخدمات المصرفية في جذب العملاء : دراسة حالة البنك الزراعي(جامعة النيلين, 2011) تيسير سنين ادم محمدو Abstract Search: The research marketing banking services focusing on the Agricultural Bank of Sudan has been the goal of research is to profile the concepts of modern marketing and in particular the marketing of banking services and to determine the extent of their application to the Sudanese banks in the work of technological advances of the bank, interested in identifying the development of the Agricultural Bank of Sudan and its responsiveness to the application of technological advances in the Sudan and interested in working on the provision of service marketing banking services and coverage need the largest number of customers and to make recommendations and propose some solutions that help decision-makers for the development of the banking system. The problem was the extent to which affected the Agricultural Bank of Sudan repercussions of marketing services and is the type of banking services must Agricultural Bank be adopted to cope with the phenomenon of technological progress? In order to achieve those goals was adopted research to test a number of hypotheses low efficiency of the marketing of banking services Agricultural Bank of Sudan for reasons including lack of attention to marketing on the part of management and the enumeration of linking branches to a single network, and the lack of qualified marketing of the Bank and the inability to carry out staff training. The research on the analytical descriptive method in data collection and analysis has been successful in research to validate assumptions. The most important search results in the need for the attention of the Bank's management training for staff to raise standards in the provision of banking services and attract new customers, as the study pointed out that the Bank staff working as a team successful in the provision of banking service and this indicates the interest in the work group and a sense of staff responsibility and stressed the study of client satisfaction for the way staff in the provision of banking services and this shows a good staff deal with customers in the sale of banking services, and that the bank does not care about the system to collect information on the activities of the client in the bank despite the importance of collecting information to improve the bank's plans in making decisions and in improving service banking. The most important recommendations was that in spite of the existence of training programs in the bank but that this program is not systematic and there is non-utilization of staff trained in the banking business it must be to manage the bank to develop a methodology to train workers so that there is a program for each degree and functional, as it should on the Bank's management identify clear methodology is circulated to the branches from which to determine the quality of service delivery because it is through the quality of the service can attract more customers and retain customers old and thus advance the development of the bank's resources and increase their financial capacity and also need to apply the technology of modern banking, to the maximum limits in the bank to provide IT management You can keep up with dealing with the operations of modern banking.Item أثر تقنية المعلومات على تسويق الخدمات المصرفية فى السودان بالتطبيق على بنك فيصل الإسلامى االسودانى(جامعة النيلين, 2010) زحل الزبير محمد أحمدمستخلص البحث:ـ تعمل المصارف فى بيئة تتميز بالتغير المستمر، مما يفرض عليها انتهاج أساليب حدثية في تسويق خدماتها لمواكبة التغير المستمرفى حاجات ورغبات العملاء والتطورالهائل في لتسويق المصرفي على النطاق الاقليمى والدولى ،الشئ الذى لايمكن حدوثه الأفي ظل وجود إدارة تسويق مصرفي تقع على قدم المساواة مع بقية الإدارات الأخرى فى الهيكل التنظيمى . تناقش هذه الدراسة مشكلة تقنية المعلومات ببنك فيصل الإسلامي أن فعالية بنك فيصل الإسلامي لتقديم خدمات مصرفية حديثة لم تكن ذات فعالية كبيرة فى الآونة الاخيرة ويرجع ذلك للعديد من الاسباب التى يمكن صياغتها في الاسئلة الاتية :- 1 - ماهوأثر تقنية المعلومات علي تسويق الخدمات المصرفية . 2- هل إستخدام تقنية المعلومات المتطورة يزيد من فعالية تسويق الخدمات المصرفية ببنك فيصل الاسلامى السودانى. 3- هل تدريب الموظفين على تقنية المعلومات الجديدة يؤدى لسرعة إنجاز العمليات التسويقية ببنك فيصل الإسلامي السوداني . . 4- هل عنصر الخدمات أكثرالعناصر تاثراً بالتقنية ببنك فيصل الاسلامي السوداني. تناولت الدراسة اداء بنك فيصل الإسلامى السودانى ا للأعوام (2004-2009م) وكانت فرضيات الدراسة:- 1-إستخدام تقنية المعلومات المتطورة يزيد من فعالية تسويق الخدمات المصرفية ببنك فيصل الاسلامى السودانى. 2- تدريب الموظفين على تقنية المعلومات الجديدة يؤدى لسرعة إنجاز العمليات التسويقية ببنك فيصل الإسلامي السوداني . 3- عنصر الخدمات أكثرالعناصر تاثراً بالتقنية ببنك فيصل الاسلامي السوداني . تقوم هذه الدراسة على المنهج الوصفي ذلك بوصف عملية تسويق الخدمات المصرفية ببنك فيصل ،والمنهج الإستقرائى المعتمد على المصادر الميدانية الأولية من خلال عمل إستمارة الإستبيان لعنية الدراسة ،والمنهج الإستنباطى من خلال الاطلاع على الكتب والمراجع العلمية ذات الصلة بموضوع الدراسة والمنهج التحليلى الإحصائى لتحليل نتائج الإستبيان ومدى صحة الفروض . ومن خلال عملية التحليل توصل الباحث لصحة جميع الفرضيات السابقة وتوصل للنتائج التالية :- 1- إستخدام تقنية المعلومات يساعد على جذب الودائع ببنك فيصل الإسلامي . 2- تقنية المعلومات التسويقية ببنك فيصل ذات فعالية فى تقديم الخدمات المصرفية. 3- تقنية المعلومات التسويقية ببنك فيصل ذات فعالية مما أدى الى تميز الخدمة المصرفية 4- إستخدام تقنية المعلومات ببنك فيصل تمكن من اداء أكثرمن خدمة فى وقت واحد. 5- إستخدام بنك فيصل لتقنية المعلومات ادي لتقصير الوقت للحصول على المعلومات والتقاريرالمختلفة. 6- تدريب الموظفين على تقنية المعلومات الجديدة يؤدى الى سرعة إنجاز العمليات المصرفية ببنك فيصل الإسلامي. ويوصي الباحث بمعالجة المشكلة من خلال الاتى:- 1- يبقى إقامة دورات تدريبية للعاملين داخلياً وخارجياً ببنك فيصل الإسلامي فى مجال تقنيات المعلومات الحدثية. 2- يبقى الاهتمام بالعميل من خلال إقامة السمنارات والندوات التثفيفية فى مجال تقنية المعلومات . 3- يبقى ضرورة الاهتمام بجودة الشبكات الالكترونية من خلال التقنية الحدثية للمعلومات لتقديم خدمات مصرفية متميزة. 4- تكثيف الجهود من قبل الجهازالمصرفي المركزى (بنك السودان) لتوجية وزيادة الوعى المصرفي من خلال تنويرالمواطنين بفوائد الناجمة على إستخدام تقنية المعلومات الحدثية المصرفية. 5- يبقى محاولة زيادة الخدمات المصرفية الخاصة بالعملاء وذلك لتعزيزالثقة. 6- يبقى محاولة مواجهة خطرالمنافسة من البنوك التى خدمات مماثلة. Abstract Banks operate in a changing environment. This necessitates that they adopt modern techniques, in marketing their services, to cope with this continuous change, in the needs and wants of their customers, the great development in banking marketing, on the regional and international sphere. This contact occurs, except under a banking marketing management, which shall be on equal-footing, with the other Administrations, in the organization, in the organization structure. This study projects the problem of information technology, at Faisal Islamic Bank. The efficacy of this back to render modern banking services was fully effective, in the last times. This is due to the reasons, which could be stated, in the following questions: 1- What the impact of information technology on the marketing services. 2- Would the use of modern information technology, increase the efficacy of the marketing of banking services, at Faisal Sudanese Islamic Bank. 3- Would the training of the officials, on the modern information technology, lead to the quick performance of the marketing operations, at this bank. 4- The services element, the more affected by technology at Faisal Islamic Bank? The study covered the state of affairs, at Faisal Islamic Bank, for the years (2004 to 2009). The study hypothesis, were as follows:- 1- The used of developed information technology, increases the efficacy of marketing the banking services, at Faisal Islamic Bank. 2- The training of officials on new information technology, leads to quick performance of the marketing operations, in this bank. 3- The services element, is the more affected of all elements, by technology, at the Faisal bank. This study adopted the descriptive approach, by describing the banking services marketing operations, at the Faisal bank. Also, it adopted the introductive approach which depends of the field primary resources, by the use of a questionnaire form- for the study sample. The deductive approach was also used, by consulting related scientific books and references. Further more, the statistical analytic approach, was used, for analyzing the results of the questionnaire, and the extent of the correctness of the hypothesis. Through the process of analysis, the researcher found that all the hypotheses were correct thus, the results were as follows:- 1- the use of information technology, assists in the attraction of deposits, to Faisal Islamic Bank. 2- The information technology marketing, at Faisal Islamic Bank, is effective, in offering bank services. 3- The marketing information technology, at this bank, is effective, which led to the distinguished banking service. 4- The use of information technology, at Faisal Bank, facilitates the performance of more than one service, at same time. 5- The use of Faisal Bank of information technology, led to shortening the time of obtaining information and various reports. 6- The training of the officials on the new information technology leads to the quick performance of the banking operations, at Faisal Islamic Bank. The research recommends the treatment of the problem, through the following: 1- training sessions should be conducted, for the officials, internally and externally, at Faisal Islamic Bank, in the field of modern information technology. 2- Care for the customer, remains though holding seminars and cultural courses, in the field of information technology. 3- There is a need for caring for the good quality, of the electronic networks, through the modern technology of information, to offer distinguished banking services. 4- The intensification of the efforts by the Central Bank of Sudan, to direct for the increase of the banking awareness, though enlightening the citizens of the benefits of the use of banking modern information technology. 5- What remains, is the increase of the customers banking services, to enhance confidence. 6- An attempt must be made, to face competition, with the other banks which offer similar services.