دور إدارة الجودة الشاملة في التسويق المصرفي (دراسة تطبيقية علي المصارف التجارية)

Abstract

This 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