The Impact of E-Marketing to Attract New Customers in the Banking Sector – Saudi Arabia –Al Baha (Case Study – KSA- Al Baha City)

Abstract

This study aimed to measure the competitiveness of the banks in Saudi Arabia and its role in the adoption of a competitive advantage by focusing on associated electronic banking services as a field of knowledge from the fields of modern marketing, Because of the banking services include a high typical in content, it was incumbent on the banking administration to be looking for other means and methods through which it can compete and get better results, and it has know that the quality & style of provided service of banking is the only area to compete.

It has been examined a sample of major banks operating in Saudi Arabia consist (8) banks, where it was studying all these banks in a manner of  comprehensive survey, The researcher concluded that the majority of Saudi banks based websites of their own on the Internet to introduce itself and its affiliates as well as make sure that  customer know about its traditional and electronic services, which is still at the beginning of the road, which is limited to: plastic cards, e-bank spokes, mobile banking, ATMs and rapid money orders.The researcher found a number of recommendations, foremost of which is that Saudi banks can compete with each other at the local level through the competitive advantage and access to new customers using electronic means to serve and expanding its customers, and Saudi banks compete together at the regional level through the comparative advantage of providing integrated services, where the communications revolution has made electronic banking services is inevitable impose itself in determining the future of the banks and their evolution.

Keywords: KSA’ Banks, Competitive Advantage, Baha City, Customers, Banking Sector, Electronic Banking Services.