The impact of the electronic marketing strategy upon the institutional performance in banks : A case study on Bank Al-bilad, Al-hamdaniya branch, in Jeddah city

This study aims to provide a theoretical approach about the electronic marketing to identify the impact of the electronic marketing strategy in improving the institutional performance. The importance of this study, from the theoretical aspect, is that electronic marketing and its strategies have become one of the most discussed topics nowadays in terms of the public and private sectors. Discussing this topic let increase of paying attention and improve of the efficiency of the institutional performance to know the competitive capacity development, so, it have become rare to find most of the organizations have concerned with electronic marketing and its strategies, while the importance of the study, from the scientific aspect, is the extent results reached, which will help us to make the best benefit in the banking field. The two researchers have designed their questionnaire and distribute it among random samples consisted of (10) items. They also used SPSS program to examine the data. The study reached the most important findings: there is an impact of Statistical signification on level (0.05) for the strategy of electronic marketing, in general, in relation to the institutional performance. One of the most important recommended issues is paying attention to electronic marketing strategies in the banking field; providing the best services to the customers through the electronic marketing and finally, adding some improvements and modern techniques to the electronic marketing in the banks.