التباين في الخصائص الديموغرافية وأثره على إدراك فاعلية الخدمات المصرفية الإلكترونية في معالجة أزمة السيولة: دراسة ميدانية لعملاء فرع مصرف الجمهورية- ترهونة

Abstract

This study examines the reality of using electronic banking services as an alternative to cash in addressing the liquidity crisis in the city of Tarhuna, focusing on the branch of Al-Jumhuria Bank as an applied model. The research problem lies in the existence of a gap between the technical availability of these services and the actual behavioral patterns of customers. The study sought to analyze the variation in perceived effectiveness of these services according to demographic variables (age, educational qualification, income).The study adopted the descriptive-analytical approach, utilizing a scientific questionnaire distributed to a field sample of (137) customers. The results revealed that electronic banking services, despite their theoretical significance, continue to face substantial operational challenges; mobile applications and ATMs received moderate to weak ratings in terms of trust, security, and technical stability. The findings also uncovered a demographic "digital divide," showing that younger and more educated customers demonstrated greater capacity to overcome barriers, while other groups experienced "technological anxiety" that limits their adoption of these tools. The study confirmed that the most prominent obstacles hindering digital transformation are: lack of awareness and guidance, weak telecommunications infrastructure, and lack of trust in transaction security. The study concluded that addressing the liquidity crisis in Tarhuna cannot be achieved through mere technical generalization alone; rather, it requires "humanizing" banking services and developing tailored awareness strategies that account for demographic disparities among customers. The study recommends investing in improving infrastructure efficiency, providing direct technical support within branches to assist less technologically skilled groups, and intensifying digital literacy programs to ensure that these tools are transformed from theoretical solutions into practical alternatives that enhance financial inclusion and end the suffering of customers in waiting queues.