J. J. Appl. Sci., Vol. 10, No. 1, (2007)

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1 J. J. Appl. Sci., Vol. 10, No. 1, (2007) : 2006/04/23: Al-Tamimi Wafa Subhi Saleh (2007) The Impact of Marketing Innovation in the quality of banking services: An empirical study of the Jordanian Commercial Banks J. J. Appl. Sci: Humanities 10 (1): Abstract :This study aims to identify the range of Marketing Innovation influence (Innovation on the individual, procedure, and technology levels) in the quality of banking service dimensions (Tangibility, Reliability, Responsiveness, Security and Empathy) in the Commercial banks of Jordan. A questionnaire was designed for this purpose and distributed to a convenient sample of 520 respondents. The simple and multiple regression was used to test the research hypotheses.the main findings of the study are: 1.There is a significant impact of the total marketing innovation on the total dimensions of banking services quality. 2.There is a significant impact of the marketing innovation at the individual and procedures level on the tangibility, reliability, responsiveness and security. Technology has no significant impact on those dimensions. 3.There is a significant impact of the marketing innovation at the individual and technology level as it is related to empathy. Procedures have no significant impact in service quality related empathy. 4.The only factor that has a significant impact in all dimensions of the banking services quality is the innovation at the individual level. The study recommended that there is a need to apply the basis of right selection to the individuals who are responsible for providing the service and to support them to perform their duties efficiently when the client needs the banking services to facilitate the process of the actual performance of the service by the bank staff, and to apply the most recent technology and banking systems for the purpose of influencing the dimensions of tangibility, reliability, responsiveness and security for the quality of banking services /09/22 : (2007) :(1) 10 : : ) ( ). ( (520) : :. [1].. 99

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11 J. J. Appl. Sci., Vol. 10, No. 1, (2007) 1 : : Independent Variable.1. :People. :Procédures. :Technology. Dependent Variable.2. : :Tangibles. :Assurance.. :Responsiveness. :Reliability. :Empathy 109

12 . 1 1 :. Alpha. Cronbach Alpha (0.79) (0.91) (0.81) (0.67) Alpha (0.71) (0.83) (0.88). (0.80) (0.75) (0.72) Alpha.[48] (Sakarna, 1992) (0.60) 110

13 J. J. Appl. Sci., Vol. 10, No. 1, (2007) : (Cronbach Alfa ).1. (Arithmetic Mean& Standard Deviation).2. (linear Regression).3. (Multiple Regression) "" (4.01).(0.88) (0.97) "" (3.89). (1.01) (3.77)....(0.95) (3.89) (0.91) (4.00) 111

14 (3.93). : (4.19) (0.83) (4.20).(0.88) (4.03) (0.85). (4.07).(0.89) ":. ) 4 ( ( ) (0.29) R².. (0.29) (0.45) B (199.45) F.(0.45) (0.00) (3.84) Sig F B R = 0.05 F ( ) " :." 112

15 J. J. Appl. Sci., Vol. 10, No. 1, (2007) ) 5 ( (0.31) R 0.05 (0.09) R² (16.53) F (0.31).(0.00) 3.84 (0.28) B (0.28) (4.41) T..(0.00) (1.33) T (0.07) B.(0.05) (0.18) T (0.06) (0.23) (1.20). 5 Sig R²= 0.09 T R= 0.31 B F = Sig = = 0.05 T ( ) " :." : 6. (0.28) R² F (0.53) R.(0.00) Sig (61.85) (0.28) B..(0.00) (6.44) T (0.28). (0.00) (5.47) (0.21).(0.00) (5.47) T 113

16 114 T (0.06) 1.66 (0.10). (0.05) B T Sig Sig.= = F 0.53 R = =0.28 R ² T 0.05 = 1.66 : " ) (." 7 ) (. R² (0.14) R F (0.37) (25.02) (25.02) Sig.(0.00). B ) (0.20 T (4.09).(0.00) (0.13) T (3.20) (0.001). (0.05) T (1.51) (0.13).(0.05). 7 B T Sig Sig.= F = = R 0.14 = ² R T 0.05 = 1.66 " : ) (."

17 J. J. Appl. Sci., Vol. 10, No. 1, (2007) ( ) 8. (0.36) R ² (24.35) F (0.13) R. (0.00) (0.15) B (0.15).(0.002) (3.09) T (0.20).(0.00) (4.68) T T (0.01) (0.68) (0.41).(0.05) Sig R² = 0.36 T B F = R = 0.13 Sig. = = 0.05 T ) " :." ( ( ) 9. (0.22) R² Sig (45.02) F.(0.47) R.(0.00) (0.35) B.(0.00) (6.44) T (0.06) (1.89) T (0.08).(0.05)

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21 J. J. Appl. Sci., Vol. 10, No. 1, (2007) :1 (2002) (2002) :.80 : 2 (2001) (2000) : 5. Schermerhorn John R JR & others (1994) Managing Organizational Behavior, 5 th ed, Jomwiley and Sons, Inc, p Doyle Peter (1998) Marketing Management and Strategy, Prentice- Hall, 2 nd Edition p King Nigel & Neil Anderson (2003) Managing Innovation and Change, 1 st Reprint Replika Press Pvt Ltd, Singapore, pp :.8 (2003 ).9.84 : 1 (2004) : : (2003) : (2004) :1.8 :.13 : (2003) : :.16 (2004) :

22 :(2004) : 1 (2004).19 1 (2001) : (2002) : 22. Denton Keith(1996) How to Give Quality Services To Your Customers, Universal Book Stall, New Delhi, 2 nd Edition p 334. (2003) :.227 :(2003).24-1 (2001) : : (2001) :( ) Andrews Jonlee & Daniel C Smith(1996) In Search of the Marketing Imagination: Factors Affecting The Creativity of Marketing Programs for Mature Products, Journal of Marketing Research: XXXIII, pp (2000) : (2003) :(6) 2 (2004) :(1) 24 : (2004) :7 33. Berthon P James MH and Leyland P (2004) Innovation or customer orientation? An empirical investigation, European Journal of Marketing, 38 (9): Salavou H baltas G Lioukas S (2004) Organizational innovation in the importance of strategic orientation and competitive SMES structure, European Journal of Marketing, 38 (9): Van Heerde HJ Carl F M and Manchanda P (2004) The dynamic effect of innovation on market structure, Journal of Marketing Research, XLI: Subin I & John P Workman JP Jr(2004) Market orientation, creativity, and new product performance in high-technology firms, Journal of Marketing, 68I : Ferli EL Fitzgerald MW and Hawkins C (2005) The no spread of innovation: The mediating role of professionals, The Academy of Management Journal, 48 (1): Stafford MR (1996) Demographic discriminators of services quality in the banking industry, Journal of Services Marketing, Vol. 10 (4): Allred AT (2001) Employee evaluations of service quality at banks and credit unions, The International Journal of Bank Marketing, 19(4):

23 J. J. Appl. Sci., Vol. 10, No. 1, (2007) (2002) :88 (2003) :92 (2003) :(1) 30 " " 43. Malhotra neeru and Avinandan M (2004) The relative influence of organizational commitment and job satisfaction on service quality of customer-contact employees in banking call centers, Journal of Services Marketing, 18(3): Zhou L (2004) A dimension-specific analysis of performance-only measurement of service quality and satisfaction in china s retail banking, Journal of Services Marketing, 18(7): Dean A M (2004) Rethinking customer expectations of service quality: Are call centers different? Journal of Services Marketing, 18 (1): Paswan A K Spears N Hasty R and Ganesh G (2004) Search quality in the financial service industry: A contingency perspective, Journal of Services Marketing, 18(5): :/ (2004) U Sakarna (1992) Research Methods for Managers, New York, John- Wiley and Sons, Inc. p

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