Pricing Policies and Their Impact on the Pricing Decision of Banking Services: An Applied Study on Jumhouria Bank (Al Maidan Branch) in Tripoli - Libya

Dr. Ahmed Mhammed Jelban

This study aims to identify the factors affecting the determination of banking services prices and the priority objectives the bank wishes to achieve. Conducted on an intentional sample of 31 employees at Jumhouria Bank (Al Maidan branch) in Tripoli, Libya, the study relied on a descriptive and analytical approach using a questionnaire. Key findings reveal that liquidity ranks first and cost ranks second in impacting pricing decisions, with agreement that liquidity shortages led to higher service prices for profit. The study recommends establishing a specialized pricing unit for market research and including experienced senior management members on pricing committees.

Pricing policies, Pricing decisions, Banking services, Jumhouria Bank