The impact of banking marketing on Iraqi consumer behavior : a sample of Iraqi commercial bank employees

Abstract EN

Bank Marketing is an area that has recently seen increasing interest from academics and practitioners alike, due to many factors that have contributed to increasing the sensitivity of banks to the markets in which they operate and to the diversity of their entry points in the service Customers to achieve a competitive position in the market the marketing of banking services is the expression of the bank's policy in the area of wide briefing on the market of banking operations and the factors that affect it and follow up on the developments in the banking business.

The research seeks to measure and analyze the correlation and impact relationships between consumer behavior (independent variable), and bank marketing (the variable dependent), and the aim of the research is to try to see how bank marketing influences consumer behavior.

The problem of research was to determine the nature of the relationship between variables.

and to achieve the research objective, the questionnaire was used as a key tool for data collection, using the Likert pentathlon scale, and one of the most striking conclusions was that bank marketing had an impact on consumer behavior.

The conclusions are based on a set of recommendations, the most important of which is the need to promote a culture of banking marketing which plays a prominent role in influencing consumer behavior.