بحوث التسويق ودورها في تحقيق الأهداف التسويقية للمنظمة بالتطبيق علي المصارف التجارية السودانية

Abstract

Abstract This research aims to know the extent to which Sudanese commercial banks are interested to perform marketing research function and use it as a means to improve the marketing performance. The research also aims to illustrate the significance of employment of marketing research to achieve well knowledge on the external marketing enviromnent and thus to prepare indispensable marketing feasibility studies and marketing new services. The research significance on the other hand, arises from the fact that said issue has yet acquire, but a limited scope of research studies, in particular, Arabic studies. The research significance also arises fiom its interest to investigate the function of marketing research in the Sudanese commercial banks from a view point which concerns both banks and clients thereof. The research problem is represented in the fact that there is a little bit lack of ability of the Sudanese commercial banks to attract prospective clients and transform them into current clients; this is however, due to lack of paying particular interest to marketing research, therefore, the research is keen to raise the key question on what is the role which marketing research assumes to achieve the objectives of the Sudanese commercial banks. To answer said question the following hypotheses have been tested: l. There is a correlation that is statistically significant between the utilization of marketing research in the Sudanese commercial banks and the realization of banks objectives. 2. There is a correlation that is statistically significant between the utilization of marketing research in the Sudanese commercial banks and the achievement of both employees and clients’ satisfaction in banks. 3. There are some differences of statistical significance between the viewpoints of the employees of the Sudanese commercial banks on the significance of the employment of marketing research in achieving their satisfaction, retum

mainly to some Personal variables of the individuals of the sample (ages, gender, and scientific qualification). 4. There is a correlation that is statistically significant between the level of service rendered by the Sudanese commercial banks and the realization of clients’ satisfaction. 5. There are some differences of statistical significance between the viewpoints of the clients of the Sudanese commercial banks on their satisfaction of the level of the services rendered, by the Sudanese commercial banks, return mainly to their own Personal variables (age, gender and level of education). The data have been collected through tow questiormaire forms one of which is exclusively directed to the employees in the different banks’ administrative units and the other is directed to clients of said banks. To analyze said data depending on a number of major statistical methods, the research used Statistical Package for the Social Sciences program (SPSS). The research has reached a number of research findings the most important of which is that, the great majority of employees in banks are men, however, in this regard, specialties of a considerable number of the employees working in the marketing research units in banks, are irrelevant to marketing research, in addition to that, their expertise in this function is proved poor, moreover, there is a considerable number of the sample’s individuals have at all no knowledge of marketing research. Based on said findings the research recommended the following: the research fully recommended that whoever, works in marketing research units should be specialized or semi specialized in this field, these units should also be supported by persons with expertise in this field. The research on the other hand, strongly recommended banks managements should have a keen interest to offer the employees in the marketing research units such inevitable training sessions on marketing research, as to qualify them to perform this function in a more efficient manner.