the impact of digital transformation on marketing and quality of banking services in Iraq

Abstract

This study examines the impact of digital transformation on the marketing and quality of banking services in Iraq. It identifies the challenges faced by public and private banks in implementing digital transformation. The research focuses on preparing human resources and educating personnel to optimize marketing performance. The study found that digital transformation variables positively affect the quality of banking services and customer satisfaction in a competitive environment. However, there are shortcomings in infrastructure and the process of spreading digital transformation culture, particularly among consumers. The study recommends the use of skilled human resources trained in modern technologies, developing cadres aligned with digital transformation, and focusing on infrastructure development, digital transformation, and marketing to achieve better quality, faster, and less expensive delivery of banking services to customers. The study emphasizes the importance of digital transformation, quality, electronic banking services, convenience of use, time, secrecy, security, and customer happiness.