The Impact of Smart Phone Applications on Improving Marketing Performance of Banking Services in Jordanian Commercial Banks

Abstract

This study aimed to identify the impact of smart phone applications in its dimensions (ease of use, ease of access to customers, speed of information handling, and response) in improving the marketing performance of banking services in its dimensions (number of customers, number of banking services, and sales volume). The descriptive analytical approach was used, and the study population consisted of (13) commercial banks. Electronically survey set was distributed to the study sample. The SPSS program was used for the purposes of statistical analysis and testing the study hypotheses. The study found that there is a statistically significant impact at the level of significance of (α≤0.05) for the impact of smart phone applications in its dimensions (ease of use, ease of access to customers, speed of dealing with information, and response) in improving the marketing performance of banking services by its dimensions ( number of customers, number of banking services, and sales volume) in Jordanian commercial banks, The study recommended a number of recommendations, and the most is: adoption of smart phone applications is become highly necessarily by the marketing departments in Jordanian commercial banks due to its technical advantages in terms of easy access to customers, speed and providing banking services to customers, customers privacy toward their banking transactions, ease of meeting the customer's needs at any time, and the ease of targeting customers of different groups, which has a significant role in improving the marketing performance of banking services.