دراسة أثر تسويق الخدمات المصرفية على سلوك العملاء بالتطبيق على المصارف العامة في محافظة اللاذقية

This research aims to study the reality of the mix of bank marketing elements in the public banks in Latakia , and the role of these elements in attracting customers encouraging them to deal with these banks. The elements of marketing mix are considered one of the most important factors which affect the customers behavior . This will make it necessary for all the banks to be interested in marketing the bank services in a well–organized and well–studied manner . For this reason, in the light of the field research we have done, many results and recommendations have been reached. If these results and recommendations are utilized, there will be a contribution in activating the role of the bank marketing and improving the rates of working in our public banks .