The Corporate Governance and Its Effect on the Marketing Performance Strategy in the Lebanese Banking Sector
研究了黎巴嫩北部商业银行公司治理对营销绩效的影响，发现信息披露、透明度和营销人员薪酬三个治理要素显著影响营销绩效，而董事会监督绩效无显著影响。
The following paper investigated the influence of the corporate governance on the marketing performance in the banking sector in North Lebanon. The researcher chose this topic to check the level of applied corporate governance in banks regardless their sizes, categories and financial structure; choosing banks as corporations to test the existing link between corporate governance and marketing performance is based on the fact that banks are really aware about applying the convenient corporate governance in order to maintain a stable profitability, a transparent financial procedures, a clear marketing approaches, an increased market share and a steady customer’s loyalty and satisfaction. Banks as corporations dynamically advertise their financial products and services and take good care of this issue in order to attract customers, win competitive advantages, enrich their products’ lines and enlarge their segments. In Lebanon all managerial, marketing and financial strategies are usually decided and set up by banks’ head offices and applied by branches, this means that strategies are pret-a- porter methodologies for all other branches. The researcher chose the area of North Lebanon to investigate about this topic to measure how banks branches in this region deal with the idea of corporate governance and how well and professional do they apply it and to test if this governance is capable to affect pre-prepared marketing strategies applied in this area. The researcher used the quantitative deductive approach and a questionnaire of 15 Likert scale questions to investigate about this topic. The chosen sample consisted of 90 mid and top managers, supervisors and chief departments working in 18 different Alpha, Beta and Gama commercial Lebanese banking categories based on probabilistic sampling; the researcher secured confidentiality for banks and respondents names. This research proposed four components for banking corporate governance that affect the marketing performance in the banking sector; these components are information disclosure, information transparency, compensation of the marketing personal and the board performance. Results of this research confirmed that three components of the corporate governance affect the marketing performance of commercial banks in North Lebanon; these components are information disclosure, information transparency and the compensation of the marketing personal. The component of the board supervision performance is not found to impact the marketing performance in the banking sector.