The reality of applying emotional marketing in banks An analytical study of the opinions of a sample of customers in government banks

Abstract

   The study aims to determine the reality of the application of emotional marketing in the selected banks, by analyzing the opinions of a sample of the clients of the surveyed banks in the province of Babylon.

    For this purpose, a questionnaire was designed and distributed electronically to a number of (403) respondents from the sample banks of the study, and the results of the questionnaire were analyzed using statistical analysis programs (SMART PLS.24, SPSS v.23) and Microsoft Excel.

   The study deals with a problem represented by the weak interest of the management of the banks under study in adopting the application of emotional marketing as a necessary method because of its impact in achieving success, excellence and superiority for the banks in the study sample. The study starts from a main question: What is the reality of emotional marketing application in the banks studied?

    The importance of the study is embodied in that it is one of the studies that deals with a real problem that the banking sector in general and government banks in particular suffer from, and that it presents appropriate proposals to solve the problem that the surveyed banks can adopt.

        The study also reached theoretical conclusions, the most important of which is, emotional marketing is one of the important pillars in preserving the position of banks in the work environment, through its importance in achieving the goals of increasing sales and profits.

   The study also reached practical conclusions, the most important of which is the weak application of emotional marketing (in all its dimensions) in the branches of the studied banks, which contributes to the weakness of achieving long-term goals.