The impact of strategic foresight in improving electronic banking services through hidden marketing techniques
An analytical study of a sample of workers in a group of banks in Karbala province
Introduction by
Firas Sahib Mohsen Alhimiari
Supervised
P. Dr. Zainab Makki Al-Bana A. P. Dr. Hamed Mohsen Jadah
Abstract
This study seeks to analyze the impact of strategic foresight in its dimensions (environmental survey, information processing methods, networks, and people, organization, and culture) in improving electronic banking services, with a focus on its basic dimensions (cost, speed, and quality). In addition, the study explores the mediating role of hidden marketing techniques (viral marketing, brand marketing, celebrity marketing, and amplified marketing) and how to indirectly enhance this impact on services electronic banking.
The study relied on a quantitative analytical methodology to collect and analyze data, where a questionnaire was distributed to a sample of bank workers within Karbala province, amounting to 250 participants. A set of advanced statistical tools were used to analyze the data, such as the statistical analysis program (Amos V.23) and (SPSS V.26) and (Microsoft Excel) to analyze the results and test hypotheses.
The results revealed that banks possess moderate levels of strategic foresight. All elements of strategic foresight have shown significant moral implications, suggesting that banks may use this dimension to improve their services and adapt their strategies.
The study recommended a set of recommendations, most notably that banks should enhance the process of environmental survey and strategic thinking within banks to increase their flexibility and adaptation to challenges. Strategies based on better strategic foresight should be encouraged to ensure that business objectives are successfully achieved.
Keywords:
(Strategic foresight, electronic banking, hidden marketing)
