The impact of Electronic Advertising on the Quality of Banking Services: A study on Al-Sahari Bank, Al-Sawani Branch

Abstract

This study aims to examine the impact of electronic advertising on the quality of banking services at Sahara Bank, Al-Swani Branch, within the context of the ongoing digital transformation in the Libyan banking sector. The research employed a descriptive-analytical approach and collected data through a structured questionnaire distributed to 50 active banking clients. Electronic advertising was measured through four dimensions credibility, attractiveness, message clarity, and channel diversity, while banking service quality was assessed using the SERVQUAL model reliability, responsiveness, assurance, empathy, and tangibles. The results revealed a significant positive relationship between electronic advertising and perceived banking service quality. The dimensions of credibility and message clarity had the strongest effects, while channel diversity showed no significant impact. Additionally, ANOVA and t-test results indicated that perceptions of service quality varied significantly according to age, educational level, and duration of dealing with the bank, favoring more experienced and educated clients. The study concludes that the quality of advertising content is more influential than the quantity of advertising channels and recommends enhancing trust and clarity in digital advertising campaigns while tailoring marketing strategies to customer demographic characteristics.