Digital transformation in banks and its impact on the dimensions of marketing audit: an analytical study of the opinions of a sample of government and private commercial banks in the Najaf Governorate for the period 2023-2024

Abstract

The current research aims to identify the concept of the bank's life cycle and its impact on financial performance in a sample of Iraqi banks. In order to achieve the study objectives, the researcher relied on both the deductive and inductive approaches. In the applied aspect, a set of financial ratios were used to extract the data results that were collected from the annual reports of the commercial banks in the study sample. Then, a comparison was made between the time periods of these banks in order to determine the reality of performance and know the composition of the financial structure in the commercial banks listed on the Iraqi Stock Exchange. The researcher also relied on a number of statistical methods (SPSS v. 28) to know the impact of the bank's life cycle on financial performance. The research reached a set of conclusions, the most important of which is that all stages of the bank's life cycle, if taken together, have a statistically significant impact on financial performance. Through this, it can be concluded that the company's financial performance is affected by the life cycle, since the company's age stage requires the company's management to direct its resources towards achieving its goals, in addition to its survival in the labor market and its continuity, which is reflected in its financial performance.