Tharaa Layth Muhammed Ridha, Ahmed Abdullah Amanah, Sarmad Abdullah Amanah, Mansoura Boor Mir, Ahmed Sabeeh Lafta

Iraqi Journal for Administrative Sciences
2024, Volume 20, Issue 81, Pages 92-106

Abstract

This study was conducted with the aim of identifying the role of the perceived mental image in increasing the purchasing behavior of customers in the Iraqi banking environment. The current study gained its importance from the field importance of the application environment, which was represented by a group of Iraqi private banks in the Holy Governorate of Karbala – Iraq, as an applied field of study, the sample size was randomly determined, which amounted to (384) customers, which was suitable for statistical analysis using the questionnaire, which is the main tool according to a five-point Likert scale. The statistical program SPSS was used to conduct validity and reliability analyses, descriptive analyzes and test the study hypotheses. This study concluded with a set of results, the most prominent of which was that the perceived mental image with its dimensions plays an effective role in enhancing customers’ purchasing behavior for the services provided by these private banks.

Keywords

Perceived Mental Image, Purchasing Behavior, Iraqi Private Banks, Holy Karbala