The Relationship Between Innovation Strategy And Marketing Mix For Banking Services

Abstract

Through this researchs, the researcher aims to study the relationship between innovation strategy in its sub-dimensions (maturity, diffusion, specialized market, cost reduction, policies, macroeconomics) and the marketing mix of banking services in its dimensions (service, pricing, promotion, distribution, physical components, human element). The study included qualitative analysis of data related to government banks, the study sample of three banks (Al-Rasheed, Al-Rafidain, and the Commercial Bank of Iraq TBI), and the commercial banks represented by the (Islamic, Development, and Gulf) banks, due to the great importance and vital role that these banks contribute to achieving the marketing mix. For banking services in the local markets, the study sample of bank managers included the study population of (88) managers, and they represent the sample for the study community, and the analysis is based on a solid scientific base that sought to reveal the internal banking operations of these banks and how to enhance them through the innovation strategy of the banking marketing mix. Where the study relied on various statistical tools to obtain accurate results for the above banks within the geographical area of Maysan Governorate and draw conclusions from them using the statistical program called the SPSS Statistical Package for Social Sciences, version 26. The study concluded with a set of results, the most important of which is the existence of a relationship between creativity strategy and the marketing mix of banking services.