The role of banking marketing in enhancing the immersion of commercial bank customers: An exploratory study of the opinions of a sample of employees at Al-Rafidain Bank in Dhi Qar Governorate

Abstract

This research aims to know the important role of banking marketing and its role in enhancing the immersion of customers of commercial banks in Al-Rafidain Bank (Nile Branch, Ur Branch, Al-Rifai Branch, Al-Fajr Branch, Al-Qalaa Branch, Al-Chibaish Branch, Al-Nasr Branch) in Dhi Qar Governorate, which leads to this. To win the largest possible segment of customers, as these banks provide their services with high efficiency and speed, so this is the only research that dealt with these variables together. Also, this research is a treatment of a realistic problem that directly affects the banking sector in the relationship, and the questionnaire was used to collect Data: (135) responses were obtained from the bank’s customers, the research sample, using the random sampling method.
The results of the research confirmed that there is a role between banking marketing and the immersion of customers in banks into research, and in light of the rapid environmental changes that are affecting the various sectors of Iraqi business, especially the banking sector, so the need to adopt banking marketing increases in dimensions (banking service, banking process, Individuals working in the bank) which enhances the immersion of customers in these banks through psychological needs and develops positive impressions and perceptions towards their employers and organizational policies, which contributes to their absorption.
As for the most important recommendations, it is the need for the bank to adopt banking marketing, with dimensions of customer immersion in the bank, through the development of management programs that focus on success in order to adapt to environmental pressures and variables, as it represents the basic foundation for building economic progress in general and the success of business organizations in particular, and providing care. And adequate attention to customers