The mediating role of administrative creativity in the relationship between e-marketing and the quality of banking services on commercial banks operating in the Kingdom of Saudi Arabia (Al-Rajhi, Al-Arabi, SABB)

Abstract

The study aimed to identify the mediating role of administrative creativity in the relati8onship between e-marketing and the quality of banking services on commercial banks operating in the Kingdom of Saudi Arabia (Al-Rajhi, Al-Arabi, SABB). The problem of the study was represented in the following main question: Does administrative innovation mediate the relationship between e-marketing and the quality of banking services in commercial banks operating in the Kingdom of Saudi Arabia (Al-Rajhi, Al-Arabi, SABB)? The descriptive approach was used, the comprehensive inventory method was used, and a questionnaire was designed to collect data, the study model and its hypotheses were built based on the study literature. A number of 205 questionnaires were distributed, with the percentage of data valid for analysis reaching 100%. Also, the structural equation modeling (SEM) was relied upon, in which the Amos program was used, the Cronbach's alpha test for reliability was used, and the path analysis method was used to test the study's hypotheses. Also, the structural equation modeling (SEM) was relied upon, in which the Amos program was used, the Cronbach's alpha test for reliability was used, and the path analysis method was used to test the study's hypotheses. The study concluded that there is a partial mediation of administrative creativity in the relationship between e-marketing and the quality of banking services. The study recommended that commercial banks pay attention to administrative innovation and support workers to present new ideas and develop work spontaneously and easily. And the need for banks to provide banking services that satisfy customers.