所有作者：Tareq Quporsi Fadi Wassouf
作者单位：武汉理工大学管理学院
论文摘要：Marketing innovation and creativity in service sector can help in attracting new clients and retain the current clients which will finally result in achieving a competitive edge for the bank。 Although the bank’s client and the bank’s staff views on those marketing innovation and creativity methods are different but both parties are important to the equation。 This study illustrates the differences in perception of the role of marketing innovation and creativity in achieving a competitive edge for commercial banks between the bank’s staff and client’s in different aspects of the marketing innovation and creativity that concerns both the clients and the banks employees。 The results of the study show the main differences in both the staff and the client’s perception and preferences and illustrate the reasons for those differences。 And the study concluded that the bank’s staff increased perception in due to their experience in the banking sector and that the client’s opinions and preferences should be taken into account in order to gain a competitive edge。
关键词： Innovation and creativity perception marketing innovation and creativity Competitive edge Commercial
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