The elements of success of digital banking marketing and their impact on mental positioning
An exploratory study of the opinions of a sample of workers in a number of Iraqi private banks
A Thesis Submitted To the Board of the College of Management and Economics, Which is Part of the Requirements For Obtaining a Master’s Degree in Finance and Banking
BY Ghazi Faisal Albeer
Supervised By
Asst.Prof.DR. Abdel Fattah Jassim Zaalan
Abstract
The study aimed to identify the role of the components of the success of digital banking marketing in the mental positioning of commercial banks in Iraq, where the researcher was able to identify the effect of each dimension of the independent variable (attraction, absorption, retention, learning, and communication) on the dimensions of the adopted variable mental positioning, which It included each of (cognitive, social, behavioral and psychological). The study population consisted of workers in marketing departments in (12) private banks in the central Euphrates governorates. The study relied on the questionnaire as a main tool for collecting data and information after it was subjected to analysis and evaluation. Where a random sample was selected from the study population and (131) forms were distributed to them and 100 were retrieved from them, then the response rate became 76%, and the hypotheses were tested using the (Multiple Regression Analysis) and using (Stepwise) method. The effect of the independent variables in the dependent variable was measured by measuring the significance of (t) values calculated for the multiple regression coefficient, and the determination coefficient (R2) was used, which measures the explanatory power of the independent variables in the dependent variable, and through the statistical program (SPSS V.23).
The study concluded in summary the following: The digital marketing tools clearly affect the mental positioning of commercial banks operating in the central Euphrates governorates and the percentage of influence according to the response of the sample members is high, which indicates that banks pursue and adopt the idea of digital marketing and seek to employ it clearly, as well as The study recommended a number of recommendations, the most important of which was the need to focus on the aspect of training the employees of the Marketing Department, so that the development process coincides with the continuous developments and with the current global marketing policies and tools because of this section’s clear impact on the progress of commercial banks.
