Digital marketing required for the customer capital index (the Commercial Bank of Iraq TBI as an example)

Abstract

This study aims to investigate the role of digital banking marketing as a mechanism to strengthen and enhance customer capital in the Iraqi Commercial Bank (TBI) in the two governorates (Najaf Al-Ashraf and Holy Karbala). In terms of its importance, due to the scarcity of studies and research that attempted to find out the role that digital banking marketing plays in the Iraqi Commercial Bank (TBI) to strengthen and enhance customer capital, this is therefore the only study that dealt with these variables, and this study is also a treatment of a realistic problem that directly affects... The banking sector in the relationship.
The questionnaire was used to collect data, as (114) responses were obtained from employees at the Iraqi Commercial Bank (TBI) in the two governorates (Najaf al-Ashraf and Holy Karbala), using the random sampling method. The results of the study confirmed that there is an impact relationship between digital banking marketing in strengthening and enhancing customer capital. As for the most important recommendations, it is to work on establishing strategic alliances between the bank studied, the study sample, and other banks in order to invest digital marketing expertise and skills that enhance intellectual capital and reduce the weaknesses present in the bank, and to work on developing administrative programs that focus on the importance of marketing activities in the success of marketing activities. Its policies and achieving its goals in order to adapt to environmental pressures and variables, as it represents the basic foundation for building banking and economic progress in general and the success of Iraqi banks in particular and business organizations in general.