The Relationship between Electronic Marketing and Consumer Behavior "An Applied Study on a Sample of Customers of Al-Rafidain Bank – Iraq"

Abstract

The current research aims to understanding the relationship between e-marketing and consumer behavior through study applied to a sample of Rafidain Bank customers, and the current research focuses on surveying the opinions of a sample of customers dealing with Rafidain Bank in three Iraqi governorates (Babil, Karbala, and Najaf), numbering (325) Customers. the researcher examined, through a set of hypotheses, the effects of the independent variable, which is electronic marketing, on consumer behavior, and consequently the effects of the latter on the bank’s profitability. A questionnaire was designed to survey the opinions of the individuals in the aforementioned research sample, according to a scale to be respected the quintet, and these phrases included five axes distributed between the study variables, demographic information of the study sample, elements of electronic marketing, elements supporting electronic marketing, indicators of the efficiency of banking services, and finally consumer behavior. The descriptive analysis resulted in tables that displayed the initial statistical results and analytical results that address the research hypotheses, whether negative or positive. the study reached the following conclusions the most important of which is that The dimensions of consumer behavior are arranged as follows: education, attitudes, perception, motives, and finally, the study proved the existence of a strong relationship between the independent variable and the mediator on the bank's profitability clearly, so the recommendations were confirmed that this relationship should be under the attention of the relevant parties in the upper and middle management and that they should take it into account when working on developing the marketing mix strategies for banking services at Rafidain bank to enhance its pioneering role in banking work at the level of Iraq and the world.