The Impact of E-Marketing on the Quality of Banking Services

Mr. Ahmed Salem Al-Rumeili

This study addresses the concept and importance of bank marketing and e-marketing, highlighting their direct impact on improving the quality of banking services. It explores the evolutionary stages of bank marketing, strategies for delivering services to the market, and the internal and external environmental factors influencing bank marketing. Furthermore, it examines the characteristics, advantages, and techniques of e-marketing—including websites, search engines, e-mail, and mobile devices—and its impact on the marketing mix, illustrating the crucial role of modern technology in enhancing service quality, achieving competitive advantage, and maximizing customer satisfaction.

E-Marketing, Bank Marketing, Quality of Banking Services, Marketing Mix, Competitive Advantage.