دور الإبتكار التسويقي في تحسين جودة الخدمات المصرفية دراسة حالة في البنك الخارجي الجزائري

Abstract

The aim of this study was to investigate the role of marketing innovation dimensions (service innovation, pricing innovation, distribution innovation, promotional innovation, individual innovation, physical evidence innovation, and process innovation) in enhancing the quality dimensions of banking services (tangibility, reliability, responsiveness, trust and security, and empathy). These dimensions have gained attention from both economic institutions in general and banking institutions in particular. The main objective of this study was to understand the role played by marketing innovation in developing the quality of banking services provided by Banque de l'Agriculture et du Développement Rural