إمكانية تعزيز جودة الخدمة المصرفية الالكترونية في ضوء تبني التسويق الرقمي: دراسة ميدانية في منافذ الكي كارد في محافظة الانبار

Abstract EN

This study sought to shed light on the variables of digital marketing tools and the quality of electronic banking service because of their great importance to banks today as there are one of the basic issues that enable banks to confront environmental changes.

This reflects the objectives of the study, the most important of which was diagnosing what the study can produce in the light of the relationship of impact and the correlation between its variables.

To achieve the desired objectives of the study, the descriptive analytical method was used.

A sample of individuals working in the keycard outlets in Anbar Governorate with a size of (66) individuals was chosen to conduct the study using a variety of statistical tools and methods to analyze data and information.

The SPSS.

V23 software was used in the process of extracting the results.

The study reached a set of conclusions, the most important of which is (there is a positive significant correlation between the two variables of digital marketing tools and the quality of the electronic banking service at the overall level, and the strongest correlation was between online marketing and the quality of the electronic banking service).

Depending on the conclusions reached by the study, proposals were made that are consistent with these conclusions, the most important of which (it requires the outlets in question to consider the variable digital marketing tools in order to keep pace with growth and continuous development, as a major growth strategy in the business environment.