العوامل المؤثرة في اتخاذ القرار الشرائي للخدمات المصرفيةفي البنوك العاملة في المملكة العربية السعوديةدراسة حاله - بنك الراجحي- رفحاء

Abstract

The research aims to identify the most important factors affecting purchasing decision-making for banking services at Al Rajhi Bank. In order to verify the goal of the research and test the hypotheses, the researcher used the descriptive analysis approach based on the questionnaire to collect data from the targeted sample of (100) customers of Al Rajhi Bank and its branches located in the city of Rafha in the Kingdom of Saudi Arabia. The research reached a number of results: The most important are the following:

- There is a statistically significant effect at the level of (0.05) for the factors (ease of using applications and websites, security and protection, and perceived benefit) affecting purchasing decision-making for banking services at Al Rajhi Bank. This confirms the acceptance of the sub-hypotheses that there is an effect of these factors on purchasing decision-making. For banking services provided by Al Rajhi Bank.

- There is no statistically significant effect at the level of (0.05) for the second factor (diversity of banking facilities), and this confirms the rejection of the second sub-hypothesis that there is an effect of the diversity of banking facilities on the decisions of bank customers to purchase banking services.

The bank also came out with a set of recommendations, including: further modernizing and developing the mix of services provided and improving them through the presence of an integrated approach for banks to comprehensively develop all services instead of focusing on improving some of the services provided to customers, provided that the development is done in a way that is compatible with customers’ demands and desires. Paying attention to developing the effective spread of the commercial banking network to support effective proximity to customers of all categories, making it easier for customers to reach the bank and providing them with comfort in financial transactions. It is necessary to pay attention to arranging the branches from the inside to achieve 

comfort for customers, and improving the external appearance to support the positive impression of customers towards the bank.