Studying the impact of the promotional mix of Islamic banking services on customer purchasing behavior using the AIDA model " The case of Al Salam Bank, Algeria"

Abstract

The purpose of this research paper is to study the impact of the promotional mix of Islamic banking services on the customer’s purchasing behavior using the AIDA model. The study included a sample of 133 individuals from Al Salam Bank Algeria, and the data was analyzed and the study hypotheses were tested using the SPSS program. The study concluded by confirming the impact of the elements of the banking promotional mix on the customer’s purchasing behavior according to the AIDA persuasion model, where, according to the respondents’ opinions, the public relations element has the most influence on the purchasing behavior of Al Salam Bank Algeria customers, followed by the direct marketing element, while the rest of the elements have a close impact on The purchasing behavior of the banking customer, according to the same model.