العلاقة بين التوجه بالعملاء والأداء التسويقي

دراسة ميدانية بالتطبيق على المصارف التجارية طرابلس

Abstract

This study aimed to examine the relationship between customer orientation and marketing performance in commercial banks in Tripoli municipality. The study was conducted on a sample of 260 bank employees, with 233 valid responses suitable for statistical analysis.

The results indicated that improving the marketing performance of banks is strongly associated with the extent to which bank employees are customer-oriented. Understanding both current and future customer needs, and effectively communicating this understanding across different bank departments, positively impacts the institution’s marketing performance. Performance was assessed using the Balanced Scorecard (BSC) framework, covering the financial dimension (achieved returns), the customer dimension (customer satisfaction and response speed to their requirements), the internal processes dimension (rate of introducing new banking services and the time required for implementation), and the learning and innovation dimension (employee satisfaction and turnover rate).

The study confirmed a positive correlation between customer orientation and marketing performance, highlighting the importance of adopting policies and practices that enhance customer-oriented behaviors. Based on these findings, the study provides practical implications and suggests directions for future research in this field.