The Role of Banking Marketing in Improving Banking Services

Abstract

This study aimed to identify the relationship and impact of bank marketing on improving banking services within the Libyan sector, with a specific focus on the Abu Mashmasha branch of the Republic Bank in Tripoli. The research problem arose from the question of how to activate the role of bank marketing to enhance services in this vital sector. To examine this problem, the study hypothesized a statistically significant correlation and impact between bank marketing and the quality of banking services. To achieve the study's objectives, the researcher used the descriptive-analytical method, deemed most suitable for the study's goals. A simple random sample of (55) customers was distributed. The study reached a number of conclusions, the most important of which was: the existence of a statistically significant impact of the effectiveness of bank marketing on enhancing banking services. The results showed a strong, positive, and statistically significant positive correlation between bank marketing and service improvement, in addition to a direct and significant impact, where marketing explains 61% of the change in services and influences 85%. The results also indicated good levels of satisfaction with marketing and services, highlighting the role of customer service, employee professionalism, and digital security in achieving this satisfaction.