TITLE:
Understanding the Effect of Digital Marketing in Achieving Competitive Advantage through the Quality of Banking Service: An Exploratory Study from the Point of View of a Sample of Rafidain Bank Customers in Iraq
AUTHORS:
Ahmed R. Al-Owaidi
KEYWORDS:
Digital Marketing, Quality of Banking Service, Competitive Advantage, Rafidain Bank
JOURNAL NAME:
Open Journal of Business and Management,
Vol.12 No.6,
October
25,
2024
ABSTRACT: The aims of the study to determine, from the perspective of a sample of the bank’s clients, how effective digital marketing is at creating a competitive advantage through the caliber of banking services provided by the state-owned Rafidain Bank in Iraq. Customers of Rafidain Bank at five of its branches in the Iraqi province of Babil make up the study community. 55 questionnaires were statistically analyzed using the statistical program SPSS using a number of statistical tests to evaluate the data. The study used the questionnaire as a technique for data collection. The study employed descriptive analysis to meet its goals, and its findings indicated that, with the exception of engagement, which had no beneficial impact on gaining competitive advantage, the four dimensions of digital marketing (Attraction, Retain, Learn, and Relating) had a significant impact on achieving competitive advantage. Additionally, the study demonstrated that the relationship between the dependent variable (competitive advantage) and the independent variable (digital marketing) is totally mediated by the quality of banking services. The researchers presented a number of recommendations to the managements of operating banks in general and Rafidain Bank in particular on how to optimally exploit their technical, human and material resources to provide banking services in a way that achieves excellence in the labor market. The researchers also presented a number of recommendations for writing future research.