تأثير استراتيجية الصيرفة الشاملة في تحسين الأداء المالي باستخدام مؤشري الربحية و السيولة : دراسة تطبيقية في مصرفي الرافدين و الرشيد فرع البصرة

Abstract EN

The study aims to reveal the measurement of the role of the universal banking strategy in improving the financial performance in the Rafidain and Al-Rasheed Banks, the Basra branch, through an analytical study of the opinions of a random sample of the aforementioned bank employees, to determine the employees' perceptions in applying the universal banking strategy in these banks, and their ability to provide Its requirements and its relationship to improving financial performance.

In order to achieve these goals, a hypothetical model has been formulated that expresses the logical relationships between the variables of the study.

The Universal banking strategy is considered an independent variable that affects financial performance as a dependent variable.

Relying on the descriptive analytical approach, a questionnaire was arranged to collect the data, and the study community was actually targeted through a sample of employees of the Rafidain and Al-Rasheed Banks, Basra branch, and using a simple random sample method, 350 questionnaires were distributed, and the number of retrieved questionnaires was (312) forms.

As for the valid for statistical analysis, it was (270) questionnaire forms, with a response rate of 77 (7% ), and the statistical program (SPSS v.23) was relied on for the purpose of data analysis.

The study came out with results about the existence of a significant influencing relationship between the universal banking strategy and financial performance, because it has a banking strategy and activities that positively affect the work of banks and raise their level of performance in a way that enables them to achieve higher profits and lower risks.