THE ROLE OF PUBLIC RELATIONS IN ENHANCING THE COMPETITIVE ADVANTAGE OF BANKS "AL-QUDS BANK AS A MODEL"/ CASE STUDY
| dc.contributor.author | Isbeetan, Tahreer | |
| dc.date.accessioned | 2022-10-10T05:31:10Z | |
| dc.date.available | 2022-10-10T05:31:10Z | |
| dc.date.issued | 2022-07-07 | |
| dc.description | Objective: This study aimes to reveal the role of public relations in enhancing the competitive advantage in the banking sector, Al-Quds Bank as a model for the study, and the researcher followed the descriptive analytical approach, Method: The researcher used the electronic questionnaire addressed to the internal public, which was distributed to (200) female and male employees, to identify the tasks and activities of public relations in enhancing competitive advantage. Results: The study came up with several results, the most important of which are: The functions and activities of public relations contribute to achieving the dimensions of competitive advantage represented in innovation, creativity, appropriate cost, quality, and delivery at the right time and place. Public relations in Al-Quds Bank focus on field research to find out the needs and desires Customers, meet them appropriately, innovate in promotion methods, and communicate with internal and external audiences to gain their trust. These activities contribute to increasing the market share of Al-Quds Bank and enhancing the operational and production efficiency of Al-Quds Bank. The results showed that public relations in Al-Quds Bank help to take appropriate competitive decisions; to enhance its competitive advantage, it focuses on enhancing the bank's positive reputation with internal and external audiences, and creating a good mental image to reach the competitive advantage. It employs many programs to enhance competitive advantage, the most important of which are social responsibility programs. Conclusion: Accordingly, the study recommended paying intense attention to the dimensions of competitive advantage, applying them to all services of Al-Quds Bank, conducting periodic field research to know the needs of customers, and the ways they wish to achieve through the bank, and developing communicative plans for effective communication with the external public on an ongoing basis, and reviewing their views on services, allocating an evaluation committee in the Public Relations Department to study the competitive situation of Al-Quds Bank compared to other banks, renewing the nature of activities aimed at raising competitiveness in a way that suits the external public, expanding social responsibility activities in Al-Quds Bank to gain public confidence and satisfaction, and defining the bank’s policies in line with The interest of the public, and management in accordance with the recommendations of public relations. The researcher suggested conducting future research on the role of public relations in achieving the dimensions of competitive advantage in detail, and conducting the study on various other sectors such as the industrial, agricultural, electronic and other sectors, and distributing the electronic questionnaire to the external audience in a different study to compare the results. | en_US |
| dc.description.abstract | Objective: This study aimes to reveal the role of public relations in enhancing the competitive advantage in the banking sector, Al-Quds Bank as a model for the study, and the researcher followed the descriptive analytical approach, Method: The researcher used the electronic questionnaire addressed to the internal public, which was distributed to (200) female and male employees, to identify the tasks and activities of public relations in enhancing competitive advantage. Results: The study came up with several results, the most important of which are: The functions and activities of public relations contribute to achieving the dimensions of competitive advantage represented in innovation, creativity, appropriate cost, quality, and delivery at the right time and place. Public relations in Al-Quds Bank focus on field research to find out the needs and desires Customers, meet them appropriately, innovate in promotion methods, and communicate with internal and external audiences to gain their trust. These activities contribute to increasing the market share of Al-Quds Bank and enhancing the operational and production efficiency of Al-Quds Bank. The results showed that public relations in Al-Quds Bank help to take appropriate competitive decisions; to enhance its competitive advantage, it focuses on enhancing the bank's positive reputation with internal and external audiences, and creating a good mental image to reach the competitive advantage. It employs many programs to enhance competitive advantage, the most important of which are social responsibility programs. Conclusion: Accordingly, the study recommended paying intense attention to the dimensions of competitive advantage, applying them to all services of Al-Quds Bank, conducting periodic field research to know the needs of customers, and the ways they wish to achieve through the bank, and developing communicative plans for effective communication with the external public on an ongoing basis, and reviewing their views on services, allocating an evaluation committee in the Public Relations Department to study the competitive situation of Al-Quds Bank compared to other banks, renewing the nature of activities aimed at raising competitiveness in a way that suits the external public, expanding social responsibility activities in Al-Quds Bank to gain public confidence and satisfaction, and defining the bank’s policies in line with The interest of the public, and management in accordance with the recommendations of public relations. The researcher suggested conducting future research on the role of public relations in achieving the dimensions of competitive advantage in detail, and conducting the study on various other sectors such as the industrial, agricultural, electronic and other sectors, and distributing the electronic questionnaire to the external audience in a different study to compare the results. | en_US |
| dc.identifier.uri | https://hdl.handle.net/20.500.11888/18012 | |
| dc.language.iso | other | en_US |
| dc.publisher | جامعة النجاح الوطنية | en_US |
| dc.subject | Public relations - Competitive Advantage - Competitiveness - Al-Quds Bank. | en_US |
| dc.supervisor | Dr. Abd AL-Kareem Sarhan | en_US |
| dc.title | THE ROLE OF PUBLIC RELATIONS IN ENHANCING THE COMPETITIVE ADVANTAGE OF BANKS "AL-QUDS BANK AS A MODEL"/ CASE STUDY | en_US |
| dc.title.alternative | THE ROLE OF PUBLIC RELATIONS IN ENHANCING THE COMPETITIVE ADVANTAGE OF BANKS "AL-QUDS BANK AS A MODEL"/ CASE STUDY | en_US |
| dc.type | Thesis | en_US |