أثر التسويق الإلكتروني في تعزيز القدرة التنافسية للبنوك التجارية -دراسة حالة لعينة من البنوك التجارية في الجزائر

Abstract

This study aimed to reveal the reality of Algerian commercial banks’ adoption of the concept of electronic marketing and shed light on the vital role it plays in supporting, survival and continuity of banks by enhancing their competitive ability, in addition to identifying the advantages and disadvantages of electronic marketing. Therefore, the study assumed the absence of There is a statistically II significant relationship between each of the variables represented in (electronic marketing, competitiveness) at the significance level of 0.05, as the study was applied to a sample of Algerian commercial banks (the National Bank of Algeria and the Bank of Agriculture and Rural Development), and a questionnaire was designed to collect data. Descriptive statistics and some statistical tests were used through the statistical analysis and processing program SPS. The study reached a set of results related to the subject of the research, the first of which was that the adoption of the concept of electronic marketing by commercial banks in general, and the two banks under study (the National Bank of Algeria and Agriculture and Rural Development) in particular, within modern trends in banking work, has a major role and impact in Increasing the latter enhances the competitiveness of commercial banks in the environment in which they operate.