Vol. 19, N°4 (2024)

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The impact of e-marketing on the organizational identity of banking institutions: A field study in the Bank of Baghdad and the National Bank of Iraq

Résumé

E-marketing holds significant importance, especially for institutions with financial activities, given the business environment characterized by continuous development, progress, and change. This necessitates keeping up with these advancements, using modern technology, and adapting to it as a step towards acquiring new markets, particularly in our rapidly evolving digital era. Consequently, the competitive advantage of countries and institutions has taken on a dynamic nature, leading to the noticeable growth and spread of e-marketing within the competitive environment. After reaching the final version of the questionnaire, it was distributed to a random sample of a group of employees from the Baghdad Bank and the National Bank of Iraq, and accordingly a final sample of (225) valid questionnaires was reached. The researcher was able to prove all the research hypotheses, demonstrating a correlation and impact between the e-marketing of the banks in the research sample and the organizational identity of these institutions. Moreover, the organizational identity played a significant strategic role in financial institutions, especially banks, due to its role in achieving alignment between individuals and the institution's resources. Through this alignment, trust between customers and the institution is enhanced, contributing to fostering positive interaction between them and creating a positive and encouraging work environment that instills a sense of belonging and loyalty among employees toward the institution. The researcher recommended that banks should organize workshops or educational seminars to inform customers about how to use banking applications and electronic platforms safely and effectively. This would enhance their trust in these tools and encourage them to fully benefit from all available electronic services. Such empowerment contributes to raising customer satisfaction and helps the bank strengthen its digital role in the financial market, which positively reflects on its organizational identity.

Comment citer cet article

Zahraa Abderazak Ghafouri Al-Najjar and Mouna Damak (2024), " The impact of e-marketing on the organizational identity of banking institutions: A field study in the Bank of Baghdad and the National Bank of Iraq", International Journal of Management And Technologies, Vol.19, N°4, pp: 126-148