Enhancing Customer's Commitment to Market Maturity: An Applied Study of the Opinions of a Sample of Iraqi Commercial Bank Customers
Keywords:
Marketing maturity, customer commitmentAbstract
The current research aims at revealing the role of marketing maturity in enhancing the customer's commitment and in order to measure the study problem represented in marketing maturity research in enhancing the customer's commitment in a sample of clients visiting Iraqi government banks in Baghdad governorate (Ashour International Bank, Iraqi Trade Bank, National Bank of Iraq and Al-Ahli Bank of Iraq) As (250) questionnaire forms were distributed, and (239) valid forms were approved for analysis. In order to produce the desired results, the research resorted to a set of important statistical methods represented by natural distribution, the kronbach alpha constants, the arithmetic mean, standard deviation, and the modeling of the structural equation. The research summarized a number of important results, the most important of which may be that the adoption of marketing maturity in order to enhance the commitment of the customer has an important role in developing the capabilities of the service provider that will contribute to improving the performance of the researched banks. In addition, the research presented a set of recommendations, the most important of which is that the studied banks urge their clients to participate in the creation of new methods to communicate their requirements to the administration in ways that serve the goals of the bank and those of those working together. The way to do this may be by notifying employees that the bank is working toward their goals, not just its goals.
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