أثر أبعاد التسويق الداخلي على مستوى جودة الخدمة بالمصارف التجارية الليبية العاملة ببلدية البيضاء
DOI:
https://doi.org/10.54172/01ebc521الكلمات المفتاحية:
التسويق الداخلي، أبعاد التسويق الداخلي، مستوى جودة الخدمة، المصارف التجاريةالملخص
هدفت هذه الدراسة إلى التعرف على أثر أبعاد التسويق الداخلي على مستوى جودة الخدمة في المصارف التجارية الليبية العاملة ضمن الحدود الإدارية لبلدية البيضاء. تكون مجتمع وعينة الدراسة من العاملين في المصارف محل الدراسة: (7) مصارف وهي (المصرف التجاري، مصرف الوحدة، مصرف الجمهورية، مصرف الصحاري، مصرف التجارة والتنمية، مصرف الأمان، مصرف شمال أفريقيا). وتكونت العينة من المديرين ومساعديهم ورؤساء الأقسام. ولتحقيق هدف الدراسة، تم تصميم استبيان وتوزيعه على عينة الدراسة، وباستخدام عينة عشوائية بسيطة وبمساعدة أحد مواقع أخذ العينات، تم توزيع (50) استبانة على المستهدفين، وتم استرجاع (42) استبانة، تم استبعاد (6) استبيانات لعدم ملاءمتها للتحليل، أما عن عدد الاستبيانات المقبولة والصالحة للبحث والتحليل فقد بلغت (36) استبانة بمعدل استجابة 72% من إجمالي عدد الاستبيانات وهي نسبة مقبولة لأغراض الدراسة العلمية. استخدمت الدراسة برنامج الحزمة الإحصائية للعلوم الاجتماعية (SPSS) لمعالجة البيانات المجمعة باستخدام الإحصاء الوصفي والاستنتاجي لتحليل البيانات. توصلت الدراسة إلى عدة نتائج أهمها: يوجد تأثير ذو دلالة إحصائية عند مستوى دلالة أقل من (α = 0.05) لمجالات التسويق الداخلي (اختيار العاملين، التدريب، التحفيز، الاتصال الداخلي والتمكين) على مستوى جودة الخدمة في البنوك التجارية الليبية، بالإضافة إلى ذلك أوضحت الدراسة عدم وجود فرق بين آراء عينة الدراسة حول أثر التسويق الداخلي على مستوى جودة الخدمة في المصارف قيد الدراسة. وبناءً على نتائج الدراسة، يوصى بأن تتبنى المصارف قيد الدراسة مفهوم التسويق الداخلي من خلال تصميم استراتيجيات موجهة لاحتياجات ورغبات عملائها لما لها من تأثير على جودة الخدمة المصرفية.
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