الدور الوسيط للخدمات المصرفية في تعزيز العلاقة بين التسويق المصرفي الالكتروني وتحقيق الميزة التنافسية المستدامة

The mediating role of banking services in enhancing the relationship between electronic banking marketing and achieving sustainable competitive advantage

Abstract :

This research seeks to measure the role of the mediator for banking services in strengthening the relationship between electronic banking marketing and achieving a sustainable competitive advantage. The Iraqi Company for Banking Services was chosen as a field study, and in pursuit of that, a number of sober research methods were relied upon, represented by the descriptive and analytical approach, to consolidate the concepts covered by the research , (120) questionnaires were distributed to the employees of the company, including members of the board of directors, heads of departments and employees, and returned (93) questionnaires valid for the purposes of analysis, while the primary tool for research was (the questionnaire) that was designed based on a number of solid scientific measures, and after adaptation was done These standards are in line with the requirements of the company’s environment. The data obtained through the research tool were analyzed, where the researcher used the descriptive and analytical approach and used the statistical methods in SPSS to present and analyze the results of the research. The research concluded that there is a significant effect between electronic banking marketing in the dimensions of the sustainable competitive advantage and that the banking service mediates the relationship between them and the outcome. In the final analysis, the research reached a number of recommendations, the most important of which are:

1- The company’s management can rely on the study model and the results of statistical analyzes as a key factor in deepening awareness of the importance of the electronic banking marketing variable, and this achieves the optimal use of this technology.

2-The interest of the senior management in the Iraqi Banking Services Company, the study samlple , in the introduction of banking services technology in its service activities to keep pace with the rapid changes in the surroundings environments .

3- The trend towards modern electronics technologies the enable it to provide new services that give value to its customers in a way that enables it to achieve a sustainable competitive advantage over its competitors , such as issuing electronic bank cards and affiliation with the possibility of developing them to deal with them globally .