Agile marketing in banks and its impact on enhancing customer satisfaction: An analytical study of the opinions of a sample of customers in some branches of government banks in the Holy Karbala Governorate

Abstract

The study aims to determine the effect between agile marketing in banks and its impact on enhancing customer satisfaction, by analyzing the opinions of a sample of bank customers surveyed in the holy province of Karbala. The questionnaire was designed and distributed electronically, and the number of respondents (395) from bank customers, the sample of the study, was analyzed using statistical analysis programs (24.SMART PLS, SPSS v.23), as well as embodying the importance of the study in that it is one of the studies that concern and address a real problem. The banking sector and some branches of government banks in particular suffer from it, using the variables of the study to develop their work, to enhance the satisfaction of the clients of the surveyed banks. There is a knowledge gap about the interpretation of the nature between the variables and the current study, represented by the independent variable (agile marketing and the dependent variable (customer satisfaction). Benefiting from the practical results, including that lean marketing in banks and its impact on enhancing customer satisfaction leads to the development and improvement of services provided to customers, and then it will enhance customer satisfaction with the surveyed banks, which contributes to achieving their long-term goals. Including banks and that if (agile marketing in banks and its impact on enhancing customer satisfaction) was applied, as well as the effect between the study variables.