IMPACT OF STRATEGIC INFORMATION SYSTEMS IN BANKING MARKETING: A DESCRIPTIVE AND ANALYTICAL STUDY IN IRAQI PRIVATE BANKS

Abstract

The purpose of the research was to determine the nature of relationships and the impact of strategic information systems in marketing Iraqi banks, where strategic information systems form the basis for all activities and tasks that the institution can undertake to achieve its goals. Framing its working environment and dealing with all the variables related to its activities, banking marketing is one of the challenges that the top management must address in order to help the organization to survive and continue to operate and invest its resources in the best possible way. The research clarifies the problem by asking the existence of a significant shortcoming in the variable of applying strategic information systems in banking marketing. These banks were selected (Iraqi Trade Bank , AL- Taif Islamic Bank , Al- Khaleej Commercial Bank , Baghdad Commercial Bank , Atlas Commercial Bank , Babel Commercial Bank). The research sample was chosen by simple random sampling, where the researchers distributed (70) questionnaires in the above-mentioned banks and obtained (66) questionnaires that were used effectively. Questionnaires, as a tool for obtaining research data, are prepared according to some ready-made criteria, passing the criteria of validity and reliability. And the use of the readymade statistical program (Spss, v.26) in entering and analyzing the research data. The statistical tools resulted in a number of conclusions, most of which confirmed the existence of a clear correlation and impact with a significant significance for strategic information systems in banking marketing. Accordingly, the main and subsidiary hypotheses were accepted.