مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 2, Pages 743-761
2024-06-20

The Impact Of Digital Marketing On The Golden Marketing Square For The Banking Customer: Case Study Of A Sample Of Customers From The External Bank Of Algeria



Authors : Djouad Maroua . Ben Abid Farid .

Abstract

The widespread proliferation of information and communication technology has led financial institutions to move away from traditional marketing methods and adopt modern ones, among which digital marketing stands out. This study aims to shed light on the impact of digital marketing on the Golden Marketing Square (IPSL) for the banking customer. To achieve this, a questionnaire was distributed to a sample of customers from the External Bank of Algeria, consisting of 70 individuals, and analyzed using the SPSS23 software. The study's results indicated a statistically significant impact of digital marketing on the Golden Marketing Square, consisting of brand image, marketing positioning, customer satisfaction, and loyalty.

Keywords

Brand Image ; Customer Loyalty ; Customer Satisfaction ; Digital marketing ; Golden Marketing Square ; Marketing Positioning

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