Relational leadership and its impact on promoting marketing superiority An analytical study of the opinions of a sample of workers in the government public sector in Najaf Governorate

Abstract

    The current research project aims to determine the relationship of the effect between relational leadership in promoting marketing superiority by analyzing the opinions of a sample of workers in some branches of government banks in the province of Najaf.

To solve the problem of the study, the necessary information was collected by adopting the study scale (questionnaire form), and then classifying and analyzing the data using approved statistical methods. The questionnaire data were analyzed using the statistical analysis program (SPSS v.23) (SMART PLS), (MICROSOFT). EXCEL), the analytical descriptive approach was adopted to solve the problem, and the study sample consisted of (150) employees of government bank branches in Najaf Governorate.

The study reached conclusions, the most important of which is the existence of a positive and significant relationship of influence of relational leadership on marketing superiority in the banks studied. The study concluded with a set of recommendations, the most important of which is the need for the investigated banks to move towards adopting the concept of relational leadership as a basis approach for its contribution to enhancing marketing superiority by banks and considering it as part of their culture.