Abstract
This study aims to examine the impact of enlightened marketing on improving product quality through an exploratory study of the opinions of a sample of customers of Al-Rasheed Bank / Al-Kufa Branch. Enlightened marketing is based on fundamental principles, including focusing on customer needs, transparency, social responsibility, and providing genuine and sustainable value. The study sought to identify the extent to which the bank adopts enlightened marketing practices and the extent to which this is reflected in the quality of banking services provided.
The study adopted a descriptive-analytical approach, using a questionnaire distributed to a number of customers to collect data concerning their perceptions of the level of product quality and its alignment with their expectations. The data were analyzed using appropriate statistical methods to test the research hypotheses.
The results revealed a statistically significant positive relationship between the application of enlightened marketing principles and the improvement of banking service quality. This approach contributes to enhancing customer trust, increasing customer satisfaction, and improving their banking experience. The study also demonstrated that paying attention to customer feedback and responding to it effectively contributes to the continuous development of product quality.
The study concluded that banks should adopt the concept of enlightened marketing as a strategic approach to improving the quality of their services and enhancing their competitiveness in the market. To achieve the objectives of the study, 33 questionnaires were distributed to a sample of employees of the bank.