The effect of brainstorming on the creative marketing of banking services; An analytical study of a number of the branches of the Iraqi Commercial Bank(TBI) in Baghdad

م.م. احمد محمد ابراهيم

doi:10.31272/jae.i127.112

المؤلفون

م.م. احمد محمد ابراهيم

DOI:

https://doi.org/10.31272/jae.i127.112

الكلمات المفتاحية:

العصف الذهني ، التسويق الابداعي ، الخدمات المصرفية ، المزيج التسويقي الابداعي

الملخص

يهدف البحث الحالي الى التعرف على اثر العصف الذهني في التسويق الابداعي للخدمات المصرفية بأبعاده (الابداع بالمنتج , الابداع بالتسعير , الابداع بالترويج , الابداع بالتوزيع , الافراد المبدعون , الابداع في الدليل المادي , الابداع في العملية ), من خلال استطلاع وتحليل اراء عينة من متخذي القرار والموظفين في فروع المصرف التجاري العراقي( TBI ) في مدينة بغداد , والتي بلغ عددها(65 ) فرداً , و قد استخدمت الاستبانة كأداة رئيسة لجمع البيانات والمعلومات من العينة المبحوثة , و حللت اجاباتهم باستخدام البرنامج الاحصائي) spss v.25 ( في احتساب الاوساط الحسابية والانحرافات المعيارية واختبار ( F ) , و الاهمية النسبية , و معامل التحديد (R² ) وتوصل البحث الى عدة استنتاجات اهمها وجود تأثير للعصف الذهني بجميع ابعاد التسويق الابداعي للخدمات المصرفية من وجهة نظر عينة البحث, كما قدم البحث عدة توصيات منها ان مفتاح نجاح المصارف ونموها يرتبط بشكل وثيق ومباشر بمدى توفر موارد بشرية ذات مهارات وقدرات ذهنية متميزة في ايجاد كم هائل من الافكار الإبداعية ، الامر الذي يؤدي الى ان يصبح العصف الذهني عنصرا اساسيا وحاسماً للتسويق الابداعي للخدمات المصرفية , والمنافسة في القطاع المصرفي العراقي .

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