إستراتيجيات التسويق الهجومي وتأثيرها في تعزيز الأداء المصرفي عبر آليات التسويق الرقمي

Rp-Offensive marketing strategies and their impact on enhancing banking performance Via digital marketing mechanisms.pdf

The study aimed to analyze the impact of offensive marketing strategies on banking performance, focusing on the mediating role of digital marketing mechanisms in enhancing this impact between the independent and dependent variables to know the indirect impact at the level of a sample of Iraqi private commercial banks. The importance of the study stems from the rapid changes in the banking work environment, which has become necessary to adopt effective and innovative marketing strategies, especially in light of the escalation of digital competition and the shift towards electronic banking services. The study adopted offensive marketing strategies as an independent variable with its five dimensions according to the model (frontal attack, side attack, encirclement attack, surprise attack, and indirect attack) and banking performance based on the balanced scorecard with its four dimensions (financial dimension, customer relations, internal operational processes, and learning and innovation dimension) as a dependent variable, while digital marketing was adopted with its three dimensions based on (internet marketing, marketing via social networking sites, and telephone marketing). To achieve the thesis objective, the sample was selected and applied in (10) banks listed on the Iraq Stock Exchange, namely (Bank of Baghdad, Iraqi Investment Bank, Bank of The Middle East, National Bank of Iraq, Iraqi Credit Bank, Sumer Commercial Bank, Gulf Commercial Bank, Mosul Bank for Development and Investment, Iraqi Commercial Bank, and United Investment Bank. The sample was intentional and included bank managers, their assistants, and department managers in three governorates: Baghdad, Babil, and Karbala. The study relied on the descriptive analytical approach, using the questionnaire as the main tool for collecting data and information necessary for the study. (370) questionnaires were distributed, of which (350) were returned. Some well-known measures were used to analyze and process data, such as the correlation matrix, the structural modeling equation for testing hypotheses, and the path determination method. The questionnaire was supported by financial analysis for the period (2012-2023). The study concluded that there is a significant positive impact of aggressive marketing strategies on banking performance. It also revealed that digital marketing mechanisms enhance this impact by improving access to customers and customizing services. The study recommended the need to enhance aggressive marketing strategies within banks’ marketing plans, while investing in modern digital capabilities to increase efficiency and achieve sustainable competitive advantages for the Iraqi private commercial banks, the study sample.