The Intermediate Role Of Digital Marketing In The Impact Relationship Between Banking Readiness And A Competitive Response
A field study of the opinions of a sample of managers in a number of Iraqi private banks

A Dissertation Submitted to the Council of College of Administration and Economics , Karbala University as a Partial Fulfillment of
the Requirements for the Philosophy Doctoral Degree in Business Administration Sciences

By
Nagham Daikh Abed – Ali AL- Hisnawey
Supervisor  Prof. Dr.Akram Al Yasiri 
Supervisor Prof. Dr.Alaa Farhan Talib   

Abstract

     The study addressed the topic of the mediating role of digital marketing in the impact relationship between banking Readiness and competitive response. It sought to achieve a set of goals, the most important of which (providing a theoretical and philosophical framework based on intellectual rooting and making a modest contribution regarding the variables and dimensions of the study, and knowing the extent of interest of the research banks in the concepts of banking Readiness , digital marketing and competitive response). In view of the large role that the private banking sector plays and its impact on the country’s economy, the study was conducted in (13) Iraqi private banks that were randomly selected, namely (Bank of Babylon Bank of Baghdad – United Bank -Ashur International Bank – International Development Bank – Gulf Commercial Bank – The National Bank of Iraq – the Iraqi Credit Bank – the Iraqi Union Bank – the Islamic Bank of  Elaf – the National Islamic Bank – the Iraqi Commercial Bank – the Iraqi Investment Bank). The study was applied to a sample of (225) individuals from the managers in the research banks (commissioned directors, branch managers, assistant directors, department heads, and people managers). The study relied on the questionnaire as a main tool for data and information in addition to the personal interviews conducted by the researcher with a number of managers of the research banks. The researcher also used a set of statistical methods for the processing of data and information, namely: the Alpha Cranach test, arithmetic mean, standard deviation ,Difference coefficient, response intensity ratio,simple correlation coefficient (person) , simple linear regression, interpretation coefficient (R2), test (T), test (F), (path analysis).

The study also tested a set of main and subsidiary hypotheses regarding the relationship of influence and influence between the variables of the study, after which initial answers the study seeks to verify its validity in order to answer the questions of the field problem. The study relied on two approaches to achieve the goals and test the hypotheses, namely (the descriptive approach and the analytical approach ). In conclusion, the study reached a set of conclusions, the most important of which are:

1- Researchers ’interest in all variables and dimensions of the study.

2- There are significant correlations between the study variables and their sub-dimensions.

3- The presence of relationships that influence banking Readiness and digital marketing in the competitive response of the research banks).

The study also included a set of recommendations, including recommendations :

1 – The need for the managers of the research banks to pay great attention to the issue of banking Readiness , as it is considered an essential and influential factor in facing all emergency situations and changes in the environment, through the interest of the research banks in planning to develop efficient and distinctive strategies in order to prepare for any changes that occur in the banking environment.

2 – The need for the managers of the research banks to pay attention to adopting the main dimensions of digital marketing (attraction, immersion, retention, learning, and communication), as they suffer from a large disparity in the perception of its importance and because it has a direct impact on the ability to achieve a competitive response, and for the development of banks it must Using methods and methods of banking with a high level of development and prosperity, and this is through emphasizing the use of modern technology in its banking operations, setting up modern and distinctive technical programs that assist individuals working in obtaining data and information about their customers and constantly updating them.