The marketing and behavioral dimensions of the bank’s compliance function, and its impact on the Bank's goodwill: Applied Study in AL- Rafidain Bank

Abstract

The study seeks to address the impact of the marketing and behavioral dimensions
of the bank` S compliance function on the bank's goodwill according to a number of subvariables
of these dimensions (professional qualifications, performance efficiency, job
loyalty, and work culture). In order to achieve the objective of the study, the researchers
adopted a hypothetical framework expressing the logical relations of the variables of the
study, and hypotheses were developed to test these relationships and to ensure the validity
of hypotheses, to solve the problem of the study represented by the debate among
researchers in the field of banking marketing on the relative importance of the most
influential dimension of the bank`s reputation. some researchers believe that the
marketing dimensions of the bank`s compliance function are the most influential on the
bank's reputation, while others believe that the behavioral dimensions are most influential
on the Bank's reputation. For this purpose, the Al-Rafidain Bank / general Administration
were chosen as a research sample. The target group consisted of managers representing
the target research community of 65 managers. The statistical analysis program (SPSS)
was used to conduct statistical treatments, analyze data and extract the results of the
hypotheses.