Challenges facing electronic banking marketing from the perspective of bank management in Nasiriyah

A field study on a sample of Iraqi public and private banks

Abstract

This study primarily seeks to explore the key challenges encountered in the implementation of electronic banking marketing, as perceived by the management of banks operating in Nasiriyah. To address this objective, the researcher employed a descriptive-analytical methodology, deemed appropriate for analyzing and interpreting the data required. A structured questionnaire comprising 25 items was developed and distributed to a targeted sample of bank branches selected for the field investigation. These included the Agricultural Cooperative Bank, the Real Estate Bank, the Iraqi Trade Bank, the International Development Bank, and the Iraqi Union Bank, all located within the city of Nasiriyah, the collected data were systematically coded and analyzed using the Statistical Package for the Social Sciences (SPSS). The study, through both its theoretical framework and empirical analysis, yielded several findings—chief among them is the recognition that electronic banking marketing plays a strategic role in promoting banking services and products to clients. This function significantly supports the enhancement of market share and ensures the institution’s competitiveness and sustainability in the banking sector. Based on these findings, the research recommends a stronger institutional focus on banking marketing functions, emphasizing their critical importance in fostering awareness and acceptance of electronic banking practices among customers, and thus facilitating the broader adoption of electronic banking systems.