Flexibility of Banking Operations and its Role in Achieving Effective Marketing (A Survey Study of a Sample of Employees in Commercial Banks in Basra Governorate)
Keywords:
flexibility of banking operationsAbstract
The current study aimed to identify the nature of the relationship between the flexibility of banking operations and the promotion of effective marketing, and to test these relationships in a sample of private commercial banks in Basra Governorate. To achieve this, the flexibility of banking operations, with its dimensions (flexibility in response to risks and economic variables, adaptation to financial shocks, operational efficiency, and flexibility in interaction with monetary policy tools), was adopted as the independent variable, and effective marketing, with its dimensions (effectiveness, suitability, responsiveness, and satisfaction), was adopted as the dependent variable. The importance of the study lies in its clarification of the impact of banking operations flexibility on achieving effective marketing to decision-makers in the banks under study. The study adopted the descriptive-analytical approach, employing the contents of deductive analysis in the theoretical aspect and practical testing of the study model and hypotheses. The study also adopted the exploratory methodology in the procedural measurement of the study variables. Data was collected from a sample of commercial banks in Basra Governorate (15 banks), considered important banks in the country's economy. The questionnaire was distributed to employees in the banks under study, who were experienced and specialized in these banks. (186) questionnaires were completed, of which (163) were returned, with a return rate of (88%). These questionnaires were analyzed using a number of statistical tests using the Smart Pulls statistical program and the SPSS v.24 program. The study reached a set of statistical results, including the existence of a significant positive correlation between the flexibility of banking operations and effective marketing, when used as an important planning tool in the banks studied.
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