أثر استخدام التسويق الإلكتروني في جودة الخدمة المصرفية : دراسة استطلاعية لعينة من العاملين في المصارف الخاصة العراقية

الملخص EN

The problem of the research is represented by the lack of clear definition in understanding of the relations between the electronic marketing and the quality of the banking service, which is reflected positively on the customers satisfaction.

This is what the researchers have perceived through their field visits and their coexistence of the reality Iraqi banks work with the existence of this problem.

The features of electronic marketing activity may be not clear or prominent or framed purposefully, and even if they are existing, its role is not specific in studies aimed at activating this activity as it should, as well as it isn’t linked to the dimensions of the service banking quality, which makes the activity of banks does not keep pace with the evolution of the provision of banking services as it is for banks in developed countries.

Because emarketing is of modern subjects raised in the marketing thought, the researchers have confronted to link the two variable and to know the extent of their application in the Iraqi private banks.

The researchers also seeks to achieve a number of objectives such as setting criteria for measuring the level of electronic marketing activity and quality of banking service as well as finding the relationship and impact between electronic marketing and the quality of banking service.

The study includes a sample survey of (164) employees in (16) Iraqi private banks.

The study reaches a number of conclusions, including the existence of a relationship and Impact between the electronic marketing and the quality of banking service in the studied banks