التسويق الابتكاري و دوره في ترشيد سلوك الزبائن : دراسة استطلاعية في عينة من المصارف الحكومية و الأهلية في محافظة كربلاء

الملخص EN

This research aims to know the role that Creative marketing plays in its dimensions represented by ( Creative in banking service, Creative in price, Creative in distribution, and Creative in promotion), In the possibility of rationalizing customer behavior in its dimensions represented by (motives, perception, and learning(, and the research problem centered by studying the extent of the contribution of the Creative marketing dimensions in supporting the directions of the researched banks towards adopting processes of change and attracting different types of customers, and as the research emerged mainly with two main hypotheses of the existence of A correlation and influence relationship between the dimensions of Creative marketing and the dimensions of customer behavior, and for the purpose of achieving the objectives of the research, a hypothetical scheme was constructed that determines the nature of the relationship and influence between the variables, and the research was conducted in a sample of the banks researched in Karbala Governorate, as the necessary information for the field side was obtained through the questionnaire prepared For this purpose, it was distributed to a sample consisting of (83) directors of branches, divisions, divisions and units in the researched banks.

The research used a set of advanced statistical methods such as the simple correlation coefficient to measure the correlation relationship between variables, the (t) test, the simple regression analysis and the (F) test, as was done.

The use of (R2) to interpret the amount of the effect of the independent variable on the dependent variable, and calculate the weighted arithmetic mean, standard deviation, coefficient of variation, the intensity of the answer and the significant The relative ratio, and the SPSS statistical program was used to analyze the data, and the research also reached a set of conclusions, the most important of which was that there is a continuous pursuit and an effective role for the Creative marketing dimensions in changing the tastes of customers by presenting what distinguishes the researched banks from other banks and achieving superiority over competitors.

The research concluded with a set of recommendations, the most important of which is that the statistical results showed the necessity of the researched banks 'interest in Creative marketing and its dimensions represented by (Creative in banking service, Creative in price, Creative in distribution, and Creative in promotion), By studying the market and conducting continuous research to rationalize customers' behavior in its dimensions (motives, perception, and learning) because they make objective or rational decisions that are determined according to their real needs towards the researched banks and their preferences for innovative services that change according to technological developments and other environmental variables.