دور بحوث التسويق في تطوير الخدمات المصرفية : دراسة استطلاعية تحليلية لآراء عينة من المدراء و العاملين في المصارف التجارية الخاصة العراقية في محافظة كربلاء المقدسة

الملخص EN

The objective of this research is to demonstrate and determine the role of marketing research in developing the banking services , as an analytical explorative study in a sample of the Iraqi private commercial banks branches in the holy city of Karbala , are five banks represented by (Investment Bank of Iraq and United Bank for investment and the National Bank of Iraq and Union bank of Iraq and Mansour Bank) .

The sample consisted of (20) members of the managers and assistants and heads of departments and officials of the units and the people who have been distributed the questionnaire in the research sample banks , and research data has been analyze by using statistical analysis software (SPSS).

Based on the results of research has been reach to a set of conclusions and foremost of which is that there is a big role for marketing research in developing the banking services provided by research sample banks.

In the light of the conclusions of the research has been put several recommendations the most important of which is the need to increase interest by research sample banks in dimensions marketing research especially customer and market research of further by identifying the needs and desires of customers and identifying the most appropriate markets for bank services.