التسويق والتقابل الخدمي واثرهما علي جودة الخدمه في المصارف الاسلاميه بدولة الامارات العربيه المتحده

Abstract

Abstract This research aims to recognize the reasons behind the phenomena of differences of a ntunber of Islamic banks with traditional banks, in United Arab Emirates, and to what extent that some variables may have effect on the quality of marketing the banking services, since the pilot survey done by the researcher, before setting up the research hypotheses, revealed that the religious censure is the main reason behind the preference of numbers of customers to deal with- Islamic banks and debar traditional ones, .the researcher desires to deepening the research towards the study of relationship between special factors related to marketing manager and those who are working there, That is to say, to examine the relation between the main variables (J ob level, Academic level and the Training level) of marketing managers who are working out to realized this distinction for the Islamic banks in United Arab Emirates. So the researcher suggests the following hypotheses 1- There exists a relationship with statistical significance between the functional level of marketing managers and the quality of marketing service. 2- There is a relationship with statistical significance between the academic level of marketing managers and the quality of marketing service. 3- There is a relationship with statistical significance between the term of office (Experience) of marketing managers and the quality of marketing service. 4- There is a relationship with statistical significance between the training sessions obtained by the officials and the level of marketing service. 5- There is a relationship with statistical significance between the antiqueness of the bank (history of foundation).and level of banking service. The structural frame of this research comprises of five chapters. In the first chapter the researcher deals with marketing in general and in the second one the researcher deals with services, and in the third one he deals with reciprocal servicing. Then the fourth chapter where the researcher deals with bank marketing, and the fifth one deals with the field study conducted on the banking system in the state of United Arab Emirates and it was done exclusively among those who are working in Islamic banks. Due to lack of direct communication with customers and the rejection of administrations to distribute questionnaires to the customers, the researcher has selected marketing managers at the four banks with a view that they could comprehensively represent the other banks. Eventually the researcher has arrived at the following conclusions:’

l-Refuge of some costumers to deal with Islamic banks is a result of a religious censure rather than the quality of service being rendered. 2- The study revealed that there is a relationship with statistical significance between qualifications, experience, training sessions obtained by the officials and the quality of bank marketing. So the researcher recommends the following: 1- The need of more researches to be done on this field to know the real reasons behind excellence of some banks over other banks, other than what has been reached by the researcher. 2- The significance of training for all those who are working in the banking system. 3-To create a sound climate of job stability and accumulative experience. 4-Priority of appointments should be for those who are obtaining higher degrees. 5- To raise the awareness of banks administrations that the extremity of dealers could lead to the best quality and there is no fear of revealing the secrets of the banks 6-It is very important to admit the freedom of discretion for the various administrations (decentralization of administration) 7- Excellence in training sessions should be coupled with fmancial incentives. 8-Martketing administrations should be placed at the top of the administrative hierarchy.