أخلاقيات الممارسات التسويقية في المصارف الإسلامية ( دراسة حالة بنك البركة الجزائري)

Abstract

The current business environment has imposed many challenges, among them the ethical dilemma and its different consequences, which have pushed organizations to invest in activities that are conform and adequate with the principles fixed by the law and ethical rules. Ethics has an important role in the field of marketing, as it allows marketing practices to be corresponding to ethical rules. Islamic banks were not immune to the risks and damages of these ethical deviations, It became necessary to give more attention to ethical rules in their marketing practices. The researcher aims, to identify the concept of marketing ethics and Islamic banking. And examining the employee’s commitment to ethical controls in Al Baraka Bank of Algeria, and to determine the impact of this commitment on the marketing mix ethics. In order to achieve the objectives of this research, a descriptive approach was used to analyze the content of the theoretical framework, the field study method was applied to a non-probability convenience sample, An electronic questionnaire was distributed to a sample that consisted of ) ( employee of Al Baraka Bank Algeria. The researcher 95 used many statistical tools to analyze and treat the study model and its hypothesis. as it used the statistical package spss26 for descriptive statistics, correlation analysis, simple and multiple linear regression, and hypothesis testing. The findings reveal that employees of Al Baraka Bank of Algeria have very high commitment to ethical rules. As for the evaluation of the employees of the marketing mix ethics have high. The results of the study proved also that there is a significant positive correlation between employee’s commitment to ethical controls and the marketing mix ethics. As well as the existence of a positive impact of the dimensions of the ethical rules of the employees (trust and honesty, legality and belief behavior, competence and professional behavior) on the marketing mix ethics. While there’s no effect of the dimension (objectivity and fairness) on the marketing mix ethics. The results are showed no significant differences in the answers of the study sample in their evaluation of the employees commitment to the ethical controls and the marketing mix ethics, due to the personal and functional variables.