Agile Marketing Strategy In Banks and Its Impact On Enhancing Customer Loyalty: An Analytical Study

Abstract

The study aims to determine the influence relationship between the lean marketing strategy in banks and its impact on enhancing customer satisfaction by analyzing the opinions of a sample of the surveyed bank customers in the holy province of Karbala. The questionnaire was designed and distributed electronically, and the number of respondents was (395) respondents from the bank customers of the study sample, which were analyzed using statistical analysis programs (24. SMART PLS, SPSS v.23) and (Microsoft Excel). The importance of the study is embodied in that it is one of the studies that concern and address a real problem suffered by the commercial banking sector and some branches of government commercial banks, in particular, using the study's variables to develop their work, to enhance loyalty to the clients of the surveyed banks. The study reached a set of practical conclusions, including a significant effect of the lean marketing strategy in improving customer loyalty in the surveyed banks. Banks seek to exclude activities that do not add value to the customer by excluding unnecessary and unimportant marketing operations. These banks under study work to facilitate the flow of marketing operations to reduce unnecessary treatments and ensure that the customer continues as a customer of the bank and not others. The management of surveyed banks needs to pay attention to reducing unnecessary and unimportant movements when marketing banking services because of this significant impact on reducing costs and achieving customer loyalty.