Acceso usuarios
Mouna Damak Turki
, Mazen Sabbar
Purpose: The purpose of this study is to examine the contribution of banking marketing towards supporting the competitive advantage of banks in the Iraqi context.
Theoretical framework: The study aims to investigate the influence of banking marketing activities on achieving the primary banking objective, with a specific focus on profit generation. Additionally, this research seeks to explore the role of marketing in supporting competitive advantage, which can be derived from a variety of factors such as expertise, technology, or resource advantages that allow banks to deliver more value to customers compared to competitors. This competitive edge plays a significant role in enabling banks to expand their reach and attract investment, both locally and internationally.
Design/methodology/approach: The study utilized an analytical descriptive approach and was conducted as a field study. The data collection process involved both primary and secondary data sources. The primary data were gathered through a questionnaire designed to capture information on the study variables, while the secondary data were obtained from relevant literature and previous studies. The collected data were then analyzed using statistical software, namely SPSS, to derive meaningful insights and conclusions.
Findings: The findings revealed that the dimensions of banking marketing and competitive advantage indicators had a high level of importance. These results suggest that the implementation of effective marketing can play a key role in enhancing the competitive advantage of Iraqi banks, thereby contributing to their overall performance and profitability.
Research, Practical & Social implications: The study highlights the significance of banking services and their applicable mechanisms, as well as identifying competitive advantages and effective ways of supporting and consolidating them. In light of the findings, the study provides several recommendations aimed at supporting Iraqi banks in using banking marketing tools to positively impact customer satisfaction. The study's recommendations are intended to facilitate the development of contemporary practices that enhance the efficiency of banking sectors, which in turn supports the competitive advantage of Iraqi banks.
Originality/value: This study represents a pioneering effort to bring together banking marketing and supporting competitive advantage as two interrelated fields that play an essential role in effective bank management. Marketing, in general, is customer-centric, and banks are no exception, as their existence is entirely dependent on the presence of customers, who constitute the market. Banking services, in particular, are long-lasting and typically extend to one consumer for a long period.
