اثر العولمة علي تسويق الخدمات المصرفية في السودان : دراسة حالة البنك الزراعى السودانى

Abstract

ABSTRACT The importance of this study is due to the fact that Globalization phenomenon has imposed its impact on all sectors of social activities, and this includes Bank activities in provision of financial services to the consumers. One of the impacts that globalization has made on Bank financial services, could be well explain by introduction of intensive use of electronic technology in banking system. As such, this study is investigating the impact that globalization concepts can affect the provision of Bank marketing of financial services in Sudan. The researcher has used the Agricultural Bank as a case study of the research, as an example of other financial institutions in the country. The objective of this study is also to explain the marketing management concepts and show its effectiveness that could lead to better and efficient marketing of bank financial services. The methodology applied in this study include the use of secondary data, and descriptive statistical analysis of primary data collected from Bank employees and Bank customers through the use of questionnaires and personal interview. This study is based on the following assumptions: l. Lack of sufficient capital of financial institutions of the Sudan is an obstacle for the improvement in marketing of financial services. Y. Globalization propagation has increased the need for Sudanese financial institutions to have modern technology. l‘. No clear training methodology in Sudanese Banking institutions, for training in marketing of financial services. After the examination of these assumptions, the researcher has reached to the following important results:- l. There is a good attention given by Bank administrative authority for training of Bank’s employees in order to improve their performance in marketing of financial services to their customers. On the other hand no attention was given, by Bank administration for information collections about customers’ activities with the bank. Y. Bank administration has strategic planning to face the challenges that are resulting from the liberalization of marketing, financial services and finance. Y‘. There is serious interest from Bank administration for full implementation of modern technology in dealing with work of financial institutions. This has been indicated by great majority of officials covered by research survey with V-1 . In light of the research finding, the following are some important recommendations. l. Bank administration should design training methodology that can be follow in training and be made known to all employees of the bank. Moreover, training should be design in such a way that those who are occupying one position be given training, which enables them to perform their work effectively. Also Bank administration should design a good quality control methodology, which could be generalize to all branches of the bank. On the other hand, bank administration should design a good means for information collection system about customers‘ activities in the bank. \'. There is need for effective improvement in quality of the work in financial services, and emphasis should be given to the capital flexibility movement that can help in capital sufficiency. And also bank should allow the maintenance of bank's nature of activities in providing financial services and be able to develop positive aspects in the field of Banking. Y. Maximum effort should be given for full implementation of modern technology in bank operations. In addition, there is need for rehabilitation of human resources in order to enable banks to develop big financial institutions that can face future competitions.