The Impact of E-Marketing on Improving Banking Service Quality from the Employees' Perspective: A Field Study at Al-Aman Bank – Abu Salim Branch
Keywords:
e-marketing; electronic banking, service quality, employee perspective, digital transformation, Aman Bank, Libya, Abu SalimAbstract
This study examines how e-marketing can improve banking service quality from the perspective of employees at Aman Bank’s Abu Salim Branch. It combines a reanalysis of an employee questionnaire (n = 40) with a contemporary literature synthesis and an applied managerial framework. The supplied survey contains eleven five-point Likert items covering perceived service-quality benefits, organizational enablers, employee readiness, and implementation barriers. Item means, sample standard deviations, confidence intervals, relative-importance indices, and favorable-response shares were calculated from the published frequency counts. Employees reported strong agreement that e-marketing helps the branch meet customer requirements (M = 4.55) and that staff training is crucial (M = 4.50). The five direct service-quality benefit items averaged 4.23, while the four readiness/enabler items averaged 4.08. However, technical constraints (M = 4.03) and high implementation cost (M = 4.13) were also salient. Employee participation in strategy design was the weakest positive item (M = 3.63; 65% favorable), identifying a governance gap between digital ambition and operational ownership. Recent official evidence shows that Libya’s digital environment is expanding rapidly: internet penetration reached 88.5% in late 2025, and the Central Bank of Libya reported strong growth in electronic-payment activity during the first half of 2025. The results support an employee-centred, closed-loop view of e-marketing: digital communications improve service quality when messages, channels, branch processes, staff competence, and service recovery are aligned. Because only aggregate employee responses were available and the fieldwork date was unspecified, causal inference, scale reliability, and customer-side validation are not possible. The report therefore separates observed findings from illustrative cases and proposes a phased measurement architecture for future branch-level testing.
References
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