تأثير المزيج الترويجي على جودة الخدمة المصرفية : دراسة تحليلية في المصارف الأهلية

الملخص EN

The research dealt with the effect of the promotional mix on the quality of banking service provided in the Iraqi private banks in the province of Baghdad.

The research included three sections; the first included the methodology, while the second topic was devoted to explaining the most important intellectual and theoretical features related to each of (the promotional mix and the quality of banking service).

The third topic is a field of applied study for research and information was collected through a questionnaire that was distributed to customers in banks.

The research sample was relied on the questionnaire's questions consisting of (32) items as a main tool for collecting sample data that were randomly selected for customers, where the number of distributed forms reached (200) A form and a number of (175) forms were retrieved, (10) forms were partially answered, and (15) forms were not retrieved.

A group of statistical programs (Microsoft Excel 2010; Spss.

v.23) were used to extract the search results.

Among the methods used are (Pearson correlation coefficient, Cronbach's alpha coefficient, simple regression analysis (T) and (F) test to determine the significance of the regression equation, as (R²) was used to explain the amount of influence of the independent variable on the dependent variable and other methods).

The research reached several conclusions.

The most important of which was the existence of a correlation relationship between the promotional mix and the quality of the banking service, and the existence of a significant effect of the promotional mix on the quality of the banking service