The role of electronic banking marketing in enhancing the strategic success of banks: an analytical study of the opinions of a sample of employees in government banks in Nineveh Governorate

Abstract

This study examines the relationship between electronic banking marketing and the strategic success of banks in Nineveh Governorate. The study adopted a descriptive analytical approach, collecting data through a questionnaire distributed to a sample of employees from Rafidain and Rashid banks. The results showed a significant correlation between electronic banking marketing and strategic success, as well as a significant impact of the dimensions of electronic banking marketing on strategic success.

The study aims to analyze the role of electronic banking marketing in achieving the strategic success of banks by assessing the impact of the dimensions of electronic banking marketing on strategic performance. The main research problem is: Do the researched banks adopt electronic banking marketing as a current and future work path, and how does this affect achieving strategic success?

The study found a significant positive relationship between electronic banking marketing and the strategic success of banks in Nineveh Governorate. The results indicate that improving electronic marketing tools and techniques can significantly enhance the effectiveness of banking strategies.