The role of proactive marketing in customer happiness: an analytical study of the opinions of a sample of employees in some private banks. Journal of Accounting and Financial Studies ( JAFS ), [S. l.], v. 20, n. 71, p. 457–471, 2025. DOI: 10.34093/5retqe04. Disponível em: https://jpgiafs.uobaghdad.edu.iq/index.php/JAFS/article/view/2163. Acesso em: 16 jul. 2025.