The Impact of e-marketing of Mobile Banking Services in Achieving Customer Satisfaction \ An Applied Study from the Point of View of Customers of Iraqi Commercial Banks

Abstract

Mobile banking has established itself as an emerging technology that is being used by banks all around the world. The goal of this study is to determine the important mobile technology adoption elements that influence consumer satisfaction in Iraq. This study aims to look into the Relationship between E - marketing by mobile phone in achieving bank and customer satisfaction. The study aims to address the following issues: What impact does e-marketing for mobile banking services have on obtaining customer satisfaction from the viewpoint of users of Iraqi commercial banks. Questionnaires are used to collect data, which is subsequently evaluated using statistical techniques such as regression analysis, correlation analysis, and factor analysis. The researcher collected data through the questionnaire, and the SPS statistical program was used to analyze those data, and the researcher used a sample of 200 people from commercial banks in Iraq.
The findings indicate that customers' concerns regarding the technology's security, authenticity, and dependability are significant. According to the findings, there is a strong positive and statistically significant direct correlation at the 0.01 level between performance effectiveness and customer satisfaction, where the value of the correlation coefficient is 0.524 between them. The results of the regression model were significant, but less than the level of significance (0.000) needed to support the hypothesis that there is an effect via marketing mobile phone.