The effect of strategic intelligence in achieving Mystery marketing for commercial banks
An exploratory study on a sample of Iraqi private banks in the Middle Euphrates
Introduction letter to Council of the College of Administration and Economics – University of Karbala It is part of the requirements for obtaining a master’s degree in banking and financial sciences
Submitted by the student
Iman Khadem Hashem Muhammad
Supervisor
Dr. Nagham Daekh Abdel Ali Dr. Ali Hussein Aliwi
Abstract
This study aimed to identify the impact of strategic intelligence in its dimensions (foresight, organized thinking, future vision, motivation or motivation, partnership) in achieving mystery marketing in its dimensions (request for information, customer experience, meetings and customer welcome, presentation, follow-up customer activity, customer data protection, identifying customer needs), through an exploratory study on Iraqi private banks in the Middle Euphrates region, from the point of view of workers at administrative levels Upper and middle and the number of (100) managers working in private banks study sample, and the problem of the study revolves around the main question, which is: What is the impact of strategic intelligence in achieving mystery marketing in private banks The study sample was relied on The questionnaire was distributed to the study sample, and statistical methods were used within the statistical program for the social sciences (SPSS v 26) and (AMOS) for the purpose of processing the data obtained through the field study of the sample surveyed and the Excel system. The study has reached a number The study recommended the need to enhance strategic intelligence practices among managers and workers at senior administrative levels operating in Iraq due to its clear impact on masked marketing in private banks in Iraq in order to improve the quality of services and prepare for any changes that occur in the banking environment.
Keywords: strategic intelligence, mystery marketing.