The Extent of the Impact of the Dimensions Supporting Electronic Marketing on Consumer Behavior and its Reflection on Profitability: An Applied Study on a Sample of Bank Customers Rafidain-Iraq

Abstract

The study aims to what is the relationship between the dimensions supporting e-marketing and the extent of their impact on consumer behavior and profitability during the study applied to a sample of Rafidain Bank customers, and The current study focuses on based on the opinions of a sample of customers dealing with Rafidain Bank in three Iraqi governorates (Babil, Karbala, and Najaf), numbering (325)From customers, and Summarize the researcher developed a set of hypotheses about the effects of the independent variable. and supporting dimensions for E-marketing in consumer behavior and its relationship to profitability a questionnaire was designed to survey the opinions of the individuals in the aforementioned research sample, according to a scale.to be respected the quintet, and these phrases included five axes distributed between the study variables, demographic information of the study sample, elements of electronic marketing, elements supporting electronic marketing, indicators of the efficiency of banking services, and finally consumer behavior. the descriptive analysis resulted in tables that displayed the initial statistical results and analytical results that address the research hypotheses, whether negative or positive. the study reached the following conclusions: the most important of which is that the dimensions of consumer behavior are arranged as follows: education, attitudes, perception, motives, and finally, the study proved the existence of a relationship impact there is a clear relationship between the independent variable and the mediator on the bank’s profitability. Therefore, the recommendations emphasized that this relationship should be under the attention of the relevant parties in the upper and middle management and that they should take it into account when working on developing the marketing mix strategies for banking services at Rafidain Bank to enhance its pioneering role in banking work.