The Relationship Between Customer Behavior Modeling and Banking Sustainability

Abstract

This research aims to reveal the critical role of banking marketing strategies and their role in modeling customer behavior to achieve banking sustainability in Rafidain Bank (Nile branch, Ur branch, Al-Rifai branch, Al-Fajr branch, Al-Qala'a branch, Al-Jabayish branch, Al-Nasr branch) and Al-Rasheed Bank represented by (Al-Gharraf branch, Eridu branch, Shatra branch) in Dhi Qar governorate. This leads to gaining the largest possible segment of customers when providing banking services with high efficiency and speed in submission. The importance of the research focuses on how to model customer behavior in the short and long term to find a customer with high loyalty through which the banks of the study sample can achieve banking sustainability. Also, this study contributed to addressing a real problem that directly affects the banking sector in the relationship between modeling customer behavior and how to achieve banking sustainability. In the current research, a questionnaire was used to collect data. (166) questionnaires were distributed to bank managers and heads of departments and administrative units in Rafidain Bank (Furgh Al-Nil, Ur branch, Al-Rifai branch, Al-Fajr branch, Al-Qala'a branch, Al-Jabayish branch, Al-Nasr branch) and Al-Rasheed Bank (Al-Gharraf branch, Arido branch, Shatra branch ) in Dhi Qar Governorate. (163) questionnaires were collected with a retrieval rate of (96%) and (3) invalid questionnaires were excluded. The number of valid forms was (160) questionnaires as. The most important results that were reached if the banking marketing strategies are of great importance in the study sample banks through the use of the growth strategy and the competitive strategy that contribute to achieving banking sustainability to determine their relationship with customers and in response to their needs in the long run. The marketing strategies followed by the study sample banks must be able to harmonize and simulate the customer behaviors that can be presented and also to achieve the sustainability that the banks aim at through modeling the behavior of their customers. The results show a positive correlation and effect with significant significance for banking marketing strategies in banking sustainability through modeling customer behavior.