An analytical study of the opinions of a sample of managers and department heads in private Iraqi banks in the governorates of Baghdad, Babylon, and Karbala.

A thesis submitted to the College of Administration and Economics at the University of Karbala, as part of the requirements for a Doctor of Philosophy degree in Finance and Banking.

Written by

Sima Hassan Mohammed Ali Al-Shammari

Supervised by

Prof. Dr. Janan Mahdi Al-Dahan

Asst. Prof. Dr. Hamid Mohsen Jaddah

Abstract:
This study aims to test the relationship and identify the mediating role played by digital
marketing between offensive marketing strategies and banking performance at the level of a
sample of private Iraqi commercial banks, based on a major problem represented by the banks’
lack of familiarity with modern innovative marketing strategies in general, and offensive
marketing strategies in particular, in addition to the lack of awareness of the importance of
applying digital marketing and its impact on banking performance. Offensive marketing
strategies were adopted as an independent variable with its five dimensions (frontal attack,
lateral attack, encircled attack, surprise attack, and indirect attack), and banking performance
measured through the balanced scorecard with its four dimensions (financial dimension,
customer relations dimension, internal operational processes dimension, and learning and
innovation dimension) was adopted as a dependent variable, while digital marketing was
adopted with its three dimensions (internet marketing, social media marketing, and mobile
marketing). To achieve the aim of the thesis, the sample was selected from (10) banks listed in
the Iraq Stock Exchange, namely (Bank of Baghdad, Iraqi Investment Bank, Middle East Bank,
National Bank of Iraq, Iraqi Credit Bank, Sumer Commercial Bank, Gulf Commercial Bank,
Mosul Bank for Development and Investment, Iraqi Commercial Bank, and United Investment
Bank). The study sample was random and included bank managers, their assistants, department
managers, and employees in three governorates: Baghdad, Babylon, and Karbala. The
questionnaire was adopted as the main tool in collecting the data and information needed for
the study, as (370) questionnaire forms were distributed, (350) of which were returned.
Statistical programs were relied upon, namely (SPSS V.25), (Amos V.23), and (Excel). Some
well-known measures were used to analyze and process data, such as the correlation matrix,
the structural modeling equation to test hypotheses, and the path determination method. The
questionnaire was supported by financial analysis for the period (2012-2023). The study
reached several results, the most prominent of which is the existence of a significant correlation
and influence between the three variables. The study recommended that banks pay attention to
adopting and following well-thought-out offensive competitive strategies based on creativity
and innovation, which work to analysis the market and competitors to ensure making efficient
marketing decisions that enhance banking performance.
Keywords: offensive marketing, digital marketing, banking