The role of electronic banking in Strengthen the bank’s brand “An exploratory study of the opinions of a sample of customers of Al-Rafidain and Al-Rasheed Banks in Maysan Governorate”
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Abstract
The aim of the current research is to identify the role of the most important technologies and electronic banking channels and the means they use in enhancing the bank’s brand and increasing trust in it. The research relied on (Al-Rafidain and Al-Rashid) Bank as a study population. The researcher designed a questionnaire that was distributed to a sample of the community that included (222) individuals from the bank’s customers. Statistical programs (EXCEL, SPSS) were used to address the relationship between the variables. In order to try to influence customers and control their purchasing decisions, which is one of the main goals of these banks, and in an effort to gain their trust and loyalty, the research problem is crystallized by knowing the role of electronic banking in enhancing the brand, and do electronic technologies have a role in using the brand?
The research concluded that the investigated banks are making an effort to invest in electronic means and technology techniques to provide services effectively. The research found that there is a positive direct correlation and influence with statistical significance between the independent variable “electronic banking” and the dependent variable “brand.” This is a positive indicator that shows the extent of the ability to The brand in strengthening the competitive position of banks, while the importance of research into the role adopted by electronic banking and its financial impact has been crystallized, which has a significant impact on strengthening the brand, its fame, and trust in it, which increases the bank’s ability to attract many customers.
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References
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