"The Impact of Digital Marketing on the Development of Banking Services" (A Field Study on the Clients of the Bank of the Republic, Sabratha Hospital Branch)

Abstract

This study aimed to identify the reality of digital marketing and the nature of the relationship between it and the development of banking services, in addition to knowing the extent of the bank’s customers’ familiarity with the concept of digital marketing. The study relied on the descriptive approach and using the analytical method, and given the large size of the study population, a simple random sample of (200) individuals was selected, and after excluding the lost and damaged ones from the number of questionnaires distributed, the number of questionnaires that were used for analysis and testing was (164(

The study reached a number of results, the most important of which is the presence of a statistically significant impact of the dimensions of digital marketing in developing banking services, and the presence of weakness in the bank’s management in using many digital tools that are characterized by attractiveness in its applications and services, and the reminder of the bank’s brand in search engines, and that the bank It is not committed to providing additional services to customers to attract them and encourage them to deal with it and facilitate their transactions compared to competitors. The study also recommended that the bank’s management must work on using digital marketing tools and the need to remind customers of the bank’s brand on search engines on an ongoing basis, which contributes to attracting customers and providing services. Additional digital services to maintain existing customers and attract new ones.