Search Results for banking-environment
Abstract
This research aims to analyze the impact of immersive marketing on customer emotional engagement, as well as the extent to which private banks in Baghdad adopt immersive marketing practices—from the perspective of their customers—considering the mediating role of perceived enjoyment in this relationship. The study is situated within the context of the digital transformations sweeping the banking sector and the growing importance of designing digital banking experiences that foster customer interaction and attachment to the bank. A descriptive-analytical approach was employed, and data were collected via a questionnaire distributed to a sample of private bank customers in Baghdad, yielding (204) valid responses for analysis. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed a significant positive effect of immersive marketing on both perceived enjoyment and customer emotional engagement. Furthermore, the findings demonstrated that perceived enjoyment plays a crucial mediating role in the relationship between immersive marketing and emotional engagement. These results suggest that designing interactive and enjoyable digital banking experiences can contribute to fostering customers' emotional engagement with the bank and building more sustainable relationships with them. The significance of this research lies in its contribution to expanding the scope of studies on immersive marketing within the banking sector, as well as in providing practical insights that can assist private banks in developing digital marketing strategies capable of enhancing the customer experience and achieving a competitive advantage in an increasingly competitive banking environment.
Abstract
This study aimed to examine the role of internal auditing in enhancing the dimensions of digital governance—namely digital transparency, digital accountability, digital risk management, and digital compliance—in Iraqi commercial banks amid the challenges associated with rapid digital transformation. To achieve the study objectives, the researchers adopted a descriptive-analytical approach by designing and distributing a questionnaire to a sample of employees working in the banking sector. The collected data were analysed using appropriate statistical methods. The findings revealed a statistically significant effect of internal auditing on enhancing all dimensions of digital governance. The results indicated that the role of internal auditing extends beyond its traditional supervisory function to become a strategic driver that contributes to improving the quality of digital information, clarifying responsibilities, enabling the early detection of operational and cybersecurity risks, and ensuring compliance with regulatory requirements and technological policies. Based on these findings, the study emphasized the necessity of developing the competencies of internal audit personnel in the fields of modern technologies and cybersecurity, as well as activating electronic auditing systems. The study also highlighted the importance of support from top management in establishing a robust digital infrastructure. Furthermore, it recommended updating banking regulations and establishing specialized digital audit units to ensure the integration of oversight mechanisms with digital transformation requirements. Such measures would enhance the stability of the Iraqi banking sector and strengthen the confidence of all stakeholders in the digital banking environment.
Abstract
The research aims to demonstrate the importance of the economic business environment and the restrictions imposed on banks in general that may limit banking activity. Banks have to analyze the environment in which they intend to work in order to know these restrictions and analyze them in order to be able to adapt to them. Without banks analyzing that environment, they will not be able to continue their activities, .The research problem arises in highlighting trends that restrict banking activity in Iraq, and this will be done through three sections .The first introduced a profile of business environment in Iraq, while the second investigated the main features of the banking system .As for the third topic, it includes an assessment of the banking activities in light of the general economic business environment. Relevant Indicators showed that there are external variables inherent in the general business environment that affect banking activity both directly and indirectly.