The impact of e-marketing on improving banking services from the perspective of commercial bank employees in southwestern Libya

Abstract

This study aimed to identify the impact of electronic marketing on improving banking services from the perspective of employees in commercial banks. The study adopted the descriptive-analytical approach and utilized a purposive questionnaire directed at a sample of employees from commercial banks in southwestern Libya (Ubari Commercial Bank, Jumhouria Bank – Ubari Branch, Sahara Bank – Ghrifa Branch, North Africa Bank – Ubari Branch, Sahara Bank – Bent Baya Branch, and North Africa Bank – Takarkiba Agency). The sample consisted of 51 employees. Data were analyzed using the SPSS program through both descriptive and inferential statistical methods (means, correlation coefficient, and regression analysis).

The study results revealed the rejection of the first, third, and fifth hypotheses, indicating that there is no significant impact of electronic marketing—represented by (digital infrastructure of the bank, digital interaction with customers, and quality of electronic content)—on banking services. Conversely, the second and fourth hypotheses were accepted, indicating a statistically significant impact of electronic marketing—represented by (electronic promotion and employees’ efficiency in e-marketing)—on banking services. The findings also showed that the level of quality of electronic banking services in commercial banks was high and tended toward agreement in terms of the mean, particularly regarding their contribution to increasing customer satisfaction and providing diverse electronic services such as transfers, cards, and others. Furthermore, Pearson’s correlation coefficient indicated a weak but statistically significant positive relationship between electronic marketing (with its dimensions) and banking services.

Based on these findings, the study recommended developing digital and technological infrastructure by improving bank websites and applications, which would enhance the quality of electronic banking services and strengthen customer trust. It also emphasized the importance of training and building employees’ capacities in the fields of e-marketing, digital platform management, data analysis, and information security. Additionally, it recommended activating the role of social media professionally by providing high-quality educational and marketing banking content, using these platforms as customer service channels rather than merely advertising tools.