تقييم رضا العملاء عن الخدمات المصرفية الرقمية: دراسة حالة مصرف التجارة والتنمية، بنغازي
DOI:
https://doi.org/10.65405/.v10i37.458الكلمات المفتاحية:
الخدمات المصرفية الرقمية، رضا العملاء، مصرف التجارة والتنمية، بنغازي.الملخص
هدفت هذه الدراسة إلى دراسة رضا العملاء عن الخدمات المصرفية الرقمية التي يقدمها مصرف التجارة والتنمية في بنغازي، ليبيا، حيث أصبحت الخدمات المصرفية الرقمية ذات أهمية متزايدة لتعزيز الراحة وإمكانية الوصول. استُخدم استبيان مُهيكل لجمع البيانات من 187 مُستجيبًا، وحُللت النتائج باستخدام أساليب إحصائية مناسبة. كشفت النتائج أن سهولة الاستخدام المُتصورة، والفائدة المُتصورة، والثقة، والموقف تجاه الخدمة، والراحة، جميعها كان لها تأثيرات إيجابية وهامة على رضا العملاء. على الرغم من أن الدراسة أقرت ببعض القيود مثل التحيز المُحتمل للمستجيبين واحتمالية ألا تعكس بعض الردود الآراء الفعلية بشكل كامل، إلا أن هذه القيود لم تُعتبر ذات دلالة إحصائية نظرًا لحجم العينة. قدمت النتائج آثارًا وتوصيات قيّمة لصانعي السياسات والمؤسسات المصرفية والباحثين في المستقبل لمواصلة تحسين الخدمات المصرفية الرقمية وتعزيز رضا العملاء.
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