The marketing and behavioral dimensions of the bank's compliance function, and its impact on the bank's goodwill : applied study in al-Rafidain Bank

Abstract EN

The study seeks to address the impact of the marketing and behavioral dimensionsof the bank` S compliance function on the bank's goodwill according to a number of subvariablesof these dimensions (professional qualifications, performance efficiency, jobloyalty, and work culture).

In order to achieve the objective of the study, the researchersadopted a hypothetical framework expressing the logical relations of the variables of thestudy, and hypotheses were developed to test these relationships and to ensure the validityof hypotheses, to solve the problem of the study represented by the debate amongresearchers in the field of banking marketing on the relative importance of the mostinfluential dimension of the bank`s reputation.

some researchers believe that themarketing dimensions of the bank`s compliance function are the most influential on thebank's reputation, while others believe that the behavioral dimensions are most influentialon the Bank's reputation.

For this purpose, the Al-Rafidain Bank / general Administrationwere chosen as a research sample.

The target group consisted of managers representingthe target research community of 65 managers.

The statistical analysis program (SPSS)was used to conduct statistical treatments, analyze data and extract the results of thehypotheses.