The Impact of Multichannel Marketing Strategy in Banking Performance
An Analytical Study of a Sample of Iraqi Commercial Banks Listed on the Iraq Stock Exchange for the Period 2014-2023
A Thesis Submitted
To the Council of the College of Administration and Economics / University of Karbala
in Partial Fulfillment of the Requirements for the Degree of Master of Science in Financial and Banking Sciences
Written by
Ahlam Hayder Sahib Al-Saddawi
Supervised by :Prof. Dr. Jinan Mahdi Shaheed Asst. Prof. Dr. Noor Salah Abdulnabi
The study aimed to expand the conceptual framework of the multi-channel marketing strategy by highlighting new concepts and methods that integrate online marketing (websites, mobile applications, and social media) with traditional marketing (physical branches), and to clarify its impact on bank performance. It also sought to analyze the relationship between the independent and dependent variables and determine the extent of this strategy’s influence on banking performance indicators.
The multi-channel marketing variables were represented by (sales growth, marketing efficiency ratio, and advertising expenditure ratio). The bank performance variables included profitability indicators, namely (Return on Assets – ROA, Return on Equity – ROE), and liquidity indicators based on Basel III standards, including (Liquidity Coverage Ratio – LCR, and Net Stable Funding Ratio – NSFR).
The study sample consisted of six commercial banks: (Baghdad Commercial Bank, Gulf Commercial Bank, Iraqi Investment Bank, Middle East Iraq Investment Bank, Iraqi Ahli Bank, and Sumer Commercial Bank). They were selected due to their adoption of a multi-channel marketing strategy and the availability of necessary data for the period (2014-2023), spanning ten years.
The study employed statistical methods, applying Panel Data Analysis models using EViews V.12 software. Three regression models were estimated for the purpose of comparison and selecting the most appropriate statistical model, relying on the Hausman test.
A key feature of the study is addressing a research gap by focusing on the banking sector, particularly in the Iraqi context. The study concluded that there is a statistically significant and positive impact of sales growth on the Return on Assets (ROA). Furthermore, the dimensions of multi-channel marketing had a positive impact on the Return on Equity (ROE), reflecting the role of marketing in improving profitability. Regarding the liquidity ratios, the effects were varied and not statistically significant.
