THE IMPACT OF MARKETING INTELLIGENCE ON IMPROVING THE QUALITY OF BANKING SERVICES-A SURVEY OF THE OPINIONS OF A SAMPLE OF CUSTOMERS OF AL-TAIF AL-AHLI BANK IN MISAN

Abstract

The study aimed to analyze the impact of marketing intelligence on improving the quality of banking Services at Al-Taif Al-Ahli Bank in Maysan Governorate. The research focused on the dimensions of marketing intelligence, which include customer understanding, market understanding, and product intelligence, in count to service quality dimensions such as intangibility, security, and reliability. The central problem of the research is the extent to which marketing intelligence influences the improvement of banking service quality and its possible to enhance customer gratification and the efficiency of banking operations. Marketing intelligence is a key factor affecting the performance of banking institutions, particularly regarding the quality of Services provided to customers. The study was based on a taster of customers of Al-Taif National Bank, where 60 surveys were distributed and 54 were returned. The statistical analysis software SPSS was used to calculate means and standard unorthodoxies and to analyze the relationship between marketing intelligence and service quality. The research results revealed a statistically significant positive relationship between marketing intelligence and the quality of banking Services, confirming that marketing intelligence plays a important role in enhancing the quality of Services provided. Based on the results, the study recommended the need to strengthen the bank’s planned vision and utilize it more effectively in executive to ensure the continuous improvement of banking service quality and increase customer satisfaction.