أثر زيادة الخدمات المصرفية غير التقليدية على كفاءة العمل المصرفي (نموذج المصرف التجاري السوري)
Abstract
يهدف هذا البحث إلى التعريف بالخدمات المصرفية غير التقليدية وإظهار أهميتها ومتطلبات نجاحها لكي تساهم في تحسين كفاءة العمل المصرفي وتحقيق أهداف المصرف, وتقييم الوعي المصرفي لدى عملاء المصارف في سورية ومدى رضاهم تجاه الخدمات المصرفية غير التقليدية المقدمة لهم. ويهدف البحث أيضاً إلى دراسة وتحليل واقع الخدمات المصرفية غير التقليدية التي تقدمها المصارف في سوريا ودراسة مزايا وعيوب تقديم هذه الخدمات ثم اقتراح التوصيات التي ستركز على تشجيع المصارف على تقديم الخدمات الجديدة والمبتكرة بشكل مستمر من أجل تغطية وخدمة أسواقها المستهدفة بشكل فعال.
ولتحقيق ذلك تمت صياغة خمس فرضيات, وتم اختبار الفرضيات بواسطة الرزمة الإحصائية للعلوم الاجتماعية SPSS. وتوصلت الباحثة إلى عدة نتائج وتوصيات أهمها : ضرورة توفير متطلبات نجاح الخدمات المصرفية غير التقليدية من أجل تطوير وتنويع هذه الخدمات بما يحقق أهداف المصرف, والعمل على زيادة الوعي المصرفي لدى العملاء, وتم اقتراح مجموعة من الخدمات المصرفية غير التقليدية التي يمكن للمصرف التجاري السوري تقديمها وفقاً لإمكانياته المتاحة.
This research aims to define the non-traditional bank services, and show its importance and its success requirements to contribute in the improvement of efficiency of banking work and to achieve the bank's aims. The research also aims to study and analyzes the realities of non-traditional bank services which banks in Syria provide them to customers, and to study the advantages and disadvantages of the increase in non-traditional bank services, then making suggestions which will focus on inviting banks in Syria for providing new and invented services.
To achieve that, five hypotheses were formed and three questionnaires were designed and analyzed by SPSS to test these hypotheses. This research has reached many results and recommendations, the most important of which is the necessity of varying and developing the services to achieve bank's aims, and increasing consumers' banking awareness, and the package of non-traditional services were recommended which are possible and feasible services for commercial bank of Syria
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