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Original research IMPROVING THE QUALITY OF BANKING SERVICES USING THE MARKETING INNOVATION STRATEGY - A STUDY IN A NUMBER OF IRAQI ISLAMIC BANKSPages 257-264
Abstract
The research aimed to reveal the relationship of the strategy of marketing innovation with the quality of banking service in a number of Iraqi Islamic banks (Islamic Consultant Bank, Al-Taif Islamic Bank, Ur Islamic Bank, Asia-Iraq Bank of Iraq). The problem of the research was the lack of an accurate experimental examination by the senior management of Iraqi Islamic banks on strategies for marketing innovation in the banking sector, which negatively affected the quality of services for banks . The research adopted the exploratory descriptive approach where data and information were collected using a questionnaire electronically It was selected a sample of the employees in the Iraqi Islamic banks (study sample).The sample size was 170 employees from a community of 400 employees. The research reached several conclusions, the most important of which is the existence of a correlation and influence relationship between the marketing innovation strategy and Banking Service Quality.
Keywords: marketing innovation, banking service quality, service innovation strategy, Price innovation strategy, Place innovation strategy.
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Hydar R. Sayah, 
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