المزيج التسويقي المصرفي وأثره في الصورة المدركة للزبائن – دراسة مقارنة لعينة من المصارف التجارية العراقية (الحكومية والأهلية)

Banking Marketing Mix and its Effect On The Perceived Image Of Customers - A comparative Study of a Sample of Iraqi Commercial Banks

   This study aim to determine the impact of the banking marketing mix in the perceived image of customers (acomparative study of a sample of Iraqi commercial banks) . By selecting a number of vital and leading banks in the country , as the continuous changing in needs and tastest of customers, and increased competition in order to gain the greatest possible number of customers , will generate pressure on discussed banks, leading to the importance of  strengthening the banking marketing mix , represented by its changing (service , price, promotion, distribution, personnel, physical evidence, process, customer service ) and the perceived image to customers, represented by its variables (perception, motivation, desire )

In order to achieve the goal of the study, it has been put the methodology to it requiring design a virtual template reflects the nature of effect relations between the banking marketing mix and the perceived image to customers. It is resulting a group of main and subsidiary assumptions that reflect these relations.

It was formulate the study hypotheses as follows:-

• Banks vary research subject in take study variables from the view point of bank management and customers.
• Test the relation ship between elements of banking marketing mix and elements of the perceived image of customers from the view point of both bank management and customers.

Having emerged from these  assumptions several subsidiary hypotheses show the difference and relation ship and the trend between study variables, it has been selected banking organization (Al Rafidain Bank, Al rushed Bank, , Bank of Baghdad , The Bank of the Middle East , Commercial Bank , Bank for Investment .)

To study it was adopted the opinions form . it included a study sample (240) identify form allocated (90) to the directors of banking operations department , and (150) identify to customers . and than , it has used some methods of statistical analysis to measure and aest the relation ship and the trend between study  variables .

Accordingly , it has been marked a set of field and theory conclusions and depending on the conclusions of that study , it has been introduced a set of recommendations consistent with these conclusions .

The most prominent of these conclusions are :

• There is a link between each variable from banking marketing mix variable with variable of the perceived image with his dimensions of uneven shape from variable to another .
• Illustrated by the result of the descriptive analysis have variables banking marketing mix . which represented by (service , price , distribution , personnel, physical evidence , process , and customer service ) in those banks , poor availability of variable (promotion ) in it , which is reflected in the sample answers.
• There is a trend relation ship which has a statistically significant among banking marketing mix and the perceived image as the identification factor value is (0.86) and this means that the marketing mix variable explains this rate (86%) of changes which has done on the perceived image

The main recommendation  were :

• the researcher recommends state banks with strengthening and improving the marketing mix which have it with what is new and distinctive as a main need to face the challenges of competition which would have reflect on the given needs and desires of our customers , through doing continuous researchers and about improving the banking marketing mix .
• Although , the researcher recommends the eligibility banks to continue with strengthening and improving the banking marketing mix for the purpose of obtaining on a distinct site and lasting .

Researcher finds that the achieving positive perceived image in the customers by providing quality services and providing a good and cooling  accommodation and a good deal adapted by the staff with customers which reflecting the positive image of the bank.