العلاقة بين التسويق الإلكتروني وربحية البنوك الليبية
DOI:
https://doi.org/10.37375/esj.v3i4.2111الكلمات المفتاحية:
التسويق الإلكتروني الربحية، مصرف الوحدة، ليبياالملخص
هدفت الدراسة إلى التعرف على العلاقة بين التسويق الإلكتروني وربحية مصرف الوحدة كأحد البنوك الليبية في مدينة بنغازي، حيث استهدفت الدراسة صناع القرار في المصرف ومرشحيه ولجمع بيانات موثوقة، تم تصميم أداة استبيان والتحقق من صحتها من قبل مجموعة من الأكاديميين والمصرفيين، ومن ثم توزيعها على السكان المستهدفين، حيث تم جمع (165) استمارة، منها (154) صالحة لمرحلة التحليل. وتم استخدام الحزم الإحصائية للعلوم الاجتماعية (SPSS). تم استخدام عدد من الأساليب الإحصائية مثل المتوسط والانحراف المعياري واختبارات التوزيع الطبيعي واختبار T لعينة واحدة واختبار كروسكال واليس واختبار تحليل التباين أحادي الاتجاه. كما تم التحقق من ثبات الاستبيان وتأكيده بواسطة ألفا كرونباخ. ومن أهم نتائج الدراسة أن مستوى التسويق الإلكتروني في بنك الوحدة يفوق المتوسط الحسابي. كما أظهرت نتائج الدراسة أن بنك الوحدة رفع أداءه وربحيته من خلال اعتماد التسويق الإلكتروني.
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