2008 Tishreen Universiy Journal for Research and Scienific Sudies -Economic and Legal Sciences Series Vol. (30) o. (4) 2008 * *** ** 2008 * ** *** 113
2008 Tishreen Universiy Journal for Research and Scienific Sudies -Economic and Legal Sciences Series Vol. (30) o. (4) 2008 A Sudy of The Effec of Markeing Bank Services on The Behaviors of The Cusomers :A Case Sudy of Public Banks in Laakia (Received 3 / 8 / 2008. Acceped 10/9/2008) D. Bayan Harb * D. Ali Mayya ** Somar Adeeb aser*** ABSTRACT This research aims o sudy he realiy of he mix of bank markeing elemens in he public banks in Laakia, and he role of hese elemens in aracing cusomers encouraging hem o deal wih hese banks. The elemens of markeing mix are considered one of he mos imporan facors which affec he cusomers behavior. This will make i necessary for all he banks o be ineresed in markeing he bank services in a well organized and well sudied manner. For his reason, in he ligh of he field research we have done, many resuls and recommendaions have been reached. If hese resuls and recommendaions are uilized, here will be a conribuion in acivaing he role of he bank markeing and improving he raes of working in our public banks. Key words : Bank, cusomers, Markeing, bank services, Markeing Mix. * Professor, Deparmen of Managemen, Faculy of Economics, Damascus Universiy, Damascus, Syria. ** Professor, Deparmen of Managemen, Faculy of Economics, Tishreen Universiy, Laakia, Syria. *** Posgraduae Suden, Deparmen of Managemen,faculy of Economics, Damascus Universiy, Damascus, Syria. 114
Tishreen Universiy Journal. Bio. Sciences Series 4 115
A B C D E F G 116
Tishreen Universiy Journal. Bio. Sciences Series 4 SPSS ATM 1996 60 80 87 80 73.3 2004 1997 227 2002 2001 119 1997 327 2002 2001 120.4 2002 1997 117
Suisse Credi AB Amro IG UBS [1] MSBC Banca Sanander [2] Acive And Inracive Approaches [3]. 118
Tishreen Universiy Journal. Bio. Sciences Series 4 [4]. [5]. Price [6] 4P.S Produc Personnel [7] 7P.S Place Physical Asses Promoion Process [8] [9] 119
[10] P.Koler [11] 120
Tishreen Universiy Journal. Bio. Sciences Series 4 H1 3.5278 Sd Deviaion 0.8836 Sd Error 0.0420 Tes Value = 3 95% Cnfidence Inerval Of The H1 12.557 0.5278 Lower 0.4446 Upper 0.6109 3.5278 (0) Q1 Q2 Q3 Q4 Tes Value = 3 4.2074 3.0963 3.9556 2.8519 11.654 0.679 8.406-1.013 Sig (2-Tailed) 0.498 0.313 Q1 Q2 Q3 Q4 0 Q1 121
Q2 0.498 Q3 0 Q4 0.313 H2 3.8840 Sd Deviaion 0.7579 Sd Error 0.0652 Tes Value = 3 95% Cnfidence Inerval Of The H2 13.552 0.8839 Lower 0.7549 Upper 1.013 3.8840 (0) 122
Tishreen Universiy Journal. Bio. Sciences Series 4 Q5 Q6 Q7 Tes Value=3 4.3111 4.5185 2.8222 13.988 20.454-1.247 Sig (2-Tailed) 0.215 Q5 Q6 Q7 4 Q5 0 Q6 0 Q7 0.215 5 123
H3 3.4907 5 Sd Deviaion 0.9431 Sd Error 0.0812 Tes Value = 3 95% Cnfidence Inerval Of The H3 6.046 0.4907 Lower 0.3302 Upper 0.6513 5 3.4907 (0) 6 Q8 Q9 Q10 Q11 Tes Value=3 4.3111 3.8000 2.9926 2.8593 12.259 6.553-0.057-1.020 Sig (2-Tailed) 0.955 0.310 Q8 Q9 Q10 Q11 124
Tishreen Universiy Journal. Bio. Sciences Series 4 Q8 0 Q9 0 Q10 0.955 Q11 0.310 7 H4 4.0037 7 Sd Deviaion 0.6071 Sd Error 0.5224 Tes Value = 3 95% Cnfidence Inerval Of The H4 19.212 1.0037 Lower 0.9004 Upper 1.1070 7 3.5214 (0) 125
126 8 Tes Value=3 Sig (2-Tailed) 11.156 4.2370 Q12 18.040 4.5704 Q13.005 2.850 3.3704 Q14 6.821 3.8370 Q15 Q12 Q13 Q14 Q15 Q12 Q13 0 Q14 0.005 Q15 0
Tishreen Universiy Journal. Bio. Sciences Series 4 9 H5 2.5352 9 Sd Deviaion 0.9359 Sd Error 0.0805 Tes Value = 3 95% Cnfidence Inerval Of The H5-5.770-0.4648 Lower -0.6241 Upper -0.3055 9 (2.5352) (0) 10 Q16 Q17 Q18 Q19 Tes Value=3 2.2815 2.4815 2.4815 2.8963-6.025-3.667-4.069-0.699 Sig (2-Tailed) 0.486 Q16 Q17 Q18 Q19 127
Q16 0 Q17 0 Q18 0 Q19 0.486 11 H6 3.5204 11 Sd Deviaion 0.4682 Sd Error 0.043 Tes Value = 3 95% Cnfidence Inerval Of The H6 12.912 0.5204 Lower 0.44.7 Upper 0.6001 3.5204 11 (0) 128
Tishreen Universiy Journal. Bio. Sciences Series 4 12 Q20 Q21 Q22 Q23 Tes Value=3 4.3259 4.1926 2.6815 2.8815 13.533 11.258-2.452-0.914 Sig (2-Tailed) 0.016 0.362 Q20 Q21 Q22 Q23 12 0 Q20 Q21 0 Q22 0.016 Q23 0.362 129
13 H7 2.5944 13 Sd Deviaion 0.3453 Sd Error 0.0297 Tes Value = 3 95% Cnfidence Inerval Of The H7-13.644-0.4056 Lower -0.4643 Upper -0.3468 (2.5944) 13 (0) 14 Q24 Q25 Q26 Q27 Tes Value=3 2.3185 2.3926 2.3037 3.3630-5.484-4.747-5.120-2.562 Sig (2-Tailed) 0.012 Q24 Q25 130
Tishreen Universiy Journal. Bio. Sciences Series 4 Q26 Q27 0 Q23 Q24 0 Q25 0 Q26 0.012 58.1% 42.9% 49.6% 131
66.6% 63.7% 51.9% 45.9% 66.6% 132
Tishreen Universiy Journal. Bio. Sciences Series 4 1- TERPSTRA,V; SARATHY,R.inernaional Markeing. 7.ed, Harcour Brace And Company, U.S, 1997,836. 2-JEAET,J ; DAVID,H.Global Markeing Sraegic. 8.ed, Houghon Mifflin Company, U.S, 2001,24. 6- PALMER,A; HARTLEY,B.he business and markeing environmen.2.ed McGraw- Hill, England, 1996, 15. 229 2004 3 2004 215 2002 10- KOTLER, P.Mrkeing managemen. 11 h ediion, Prenice Hall, Inc,2002, 318. 146 1999 133