اليقظة التسويقية للخدمة المصرفية و أثرها في جذب الودائع : بحث تطبيقي في عينة من المصارف التجارية الخاصة

الملخص EN

The process of attracting deposits is considered the main axis on which banks rely in order to continue and maintain their position in a competitive environment, and an important source in bank financing, so bank administrations have a big role in research and attracting the largest number of depositors (customers), and this requires bank departments to pay attention.

By studying the marketing environment and identifying the changes that occur in the needs and desires of customers, and in the nature of the services provided.

Hence, the topic of the research came to identify the impact of the marketing vigilance of the banking service in attracting deposits, and the aim of the research is to demonstrate the effect of the marketing vigilance of the banking service represented by (environmental scanning, diagnostic capacity, validity and decision-making) and attracting deposits represented by (customer relationship management strategy, distribution strategy) (Location), promotion strategy), as the research was applied in each of the banks (Assyria International, Iraqi Middle East Investment, Business Bay, Iraqi Investment, Babel, Al-Mansour Investment), and the questionnaire was adopted as a main tool for collecting data and information from the sample of (110) Those who are in the position (department manager, department manager, assistant department manager, division official, unit administrator), and the statistical programs (SPSS.18) and (AMOS.24), and the research reached a number of conclusions, the most prominent of which were: The presence of a statistically significant effect of the marketing vigilance variable in attracting deposits to banks, and this gives an indication of the extent of the significant positive impact that the combined dimensions of marketing alertness play in attracting deposits To banks.