The Impact of E-Marketing on Improving Banking Service Quality: An Applied Study on Al-Rasheed Bank / Al-Taff Branch (511)

Abstract

This study aims to examine the impact of e-marketing on improving banking service quality through an applied analysis at Al-Rasheed Bank / Al-Taff Branch (511). The significance of this research lies in the growing role of digital technologies and digital transformation in developing the Iraqi banking sector, especially amid increasing competition and rising demand for electronic financial services. The study adopted the descriptive-analytical method, and data were collected through a questionnaire distributed to 25 employees. The results revealed a statistically significant positive impact of e-marketing on enhancing banking service quality by improving responsiveness, increasing trust, providing accurate information, and enhancing customer experience across digital channels. Findings also indicate noticeable gaps in the bank’s technological infrastructure and weaknesses in digital applications compared with modern standards, highlighting the need for a comprehensive digital transformation strategy and improved e-marketing capabilities. The study proposes an integrated model for improving service quality based on three pillars: digital transformation, interactive e-marketing, and customer experience development.