Abstract

Role of Electronic Marketing on Promoting High Performance Levels - An Analytical Study in Investment Bank of Iraq

Nabeel Qasim Enad, Rana Qasim Yahya

Volume: 13 Issue: 2 2023

Abstract:

The research aims to clarify the role of the concept of electronic marketing and its dimensions in achieving high performance by building a knowledge base based on previous intellectual efforts in this field of business. The research was applied in the Iraqi Investment Bank, and the research sample consisted of 50 employees of the bank selected randomly. Data was collected through a questionnaire designed according to ready-made foreign scales, and a number of statistical tools were used using the SPSS V.24 software. The research reached a number of results, the most important of which is that the use of modern technology in banking services has led to improved quality and the provision of more efficient and effective services to customers. The annual financial reports mentioned by the researcher confirm that the bank pays great attention to developing its programs and keeping up with the latest developments in information technology, which is a positive factor that enhances the bank's position and reputation in the banking market. Therefore, the researcher recommends that the bank focus on using modern technology and developing its electronic services to enhance efficiency and effectiveness in providing services to customers and maintaining its position and reputation in the banking market. The bank should also continue to support and motivate its employees to be creative and innovative in order to ensure the maintenance and improvement of management quality.

DOI: http://doi.org/10.37648/ijrssh.v13i02.021

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