Abstract

REFLECTION OF LEAN MARKETING IN MARKETING RECOVERY: AN APPLIED STUDY OF A SAMPLE OF MANAGERS OF PRIVATE BANKS IN BAGHDAD

Researcher Hatem Ali Ramadan, Dr Saadoon Hmmood Jathir

Volume: 10 Issue: 2 2020

Abstract:

This study examines the effect of agile marketing dimensions on marketing recovery through an exploratory study of banks in the city of Baghdad. This study aims to determine the effect of agile marketing dimensions (reduction of excessive production, reduction of unnecessary treatments, reduction of waiting time, reduction of unnecessary stocks, reduction of unnecessary movements, reduction of defective outputs, reduction of unnecessary transfer) on recovery Marketing through its dimensions (compensation, apology, speed of response, assistance and problem solving), as the research will attempt to provide a theoretical framework for the dimensions studied through the most important of what researchers presented, data was collected using a questionnaire-based survey consisting of 55 questions and distributed to 110 managers from Directors of private banks in Baghdad. Therefore, the research attempts to answer a set of questions that embody the research problem (is there an effect between the dimensions of agile marketing on the dimensions of the marketing recovery), and in order to analyze the data obtained from the questionnaire, statistical methods such as the mean and standard deviation were used. The results showed that the dimensions of agile marketing have a major impact on the organization's recovery through marketing. Finally, the study recommends that management should improve agile marketing activities by applying appropriate activities for banks to obtain customer satisfaction

DOI: http://doi.org/10.37648/ijrssh.v10i02.043

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