التأهب المصرفي و دوره في تعزيز التسويق الرقمي : دراسة ميدانية لآراء عينة من المديرين في عدد من المصارف الأهلية العراقية

Abstract EN

The research dealt with the topic of Banking Readiness in its dimensions (Defining the strategy of the organization, Organizational culture, The use of technology by individuals) and its role in promoting Digital Marketing in its dimensions (Attract, Engage, Retain, learn, Relate), and the research sought to achieve a set of goals, the most important of which is the extent of interest of the researched banks in concepts Banking Readiness and Digital Marketing, and providing an intellectual and philosophical contribution to the variables and dimensions of the research, as the research was conducted in (13) private banks in Iraq were randomly selected, and the research was applied to a sample of (225) people from the administrative leaderships in the researched banks, The research also adopted the questionnaire as a main tool for obtaining data and information.

In order to process the data, the researchers used a set of statistical methods including (Alpha Cronbach test, arithmetic mean, standard deviation, difference coefficient, simple correlation coefficient, linear regression, interpretation coefficient, T test, The F test, which was implemented by software (SPSS.19), and among the most prominent findings of the research is that Banking Readiness and Digital Marketing are closely related Moral and positive, and it follows from this that the interest in Banking Readiness and its proper practice in the research banks contributes to enhancing the role of Digital Marketing in a large way for those banks.

Confronting all emergency situations and changes in the environment, through the interest of the researched banks in planning to develop efficient and distinctive strategies in order to prepare for any changes that occur in the banking environment.

As well as offering banking services in an easy and accessible way to all those dealing with the bank in a modern digital technique in order to attract and win the largest possible number of customers with th