اثر عناصر مناخ الابتكار التسويقي على رضا العملاء عن جودة الخدمة في المصارف التجارية في العراق

Abstract

The present study was conducted to find out the effect of available creative education and the levels of creative methods knowledge for creative marketing climate factors for efficacy of employees banks, and of extent creative marketing climate factors relating to individual, procedures, and technology for customers satisfaction of bank services quality, relating to tangibles, reliability, responsiveness, assurance and empathy in increasing customer number, attaining loyalty and satisfaction in Iraqi Commercial bank. The study was conducted using two kinds of questionnaires; the first for bank employees and, the second for customers of the bank.The study shows that the significant effect of creative marketing climate factors have a significant effect on. It also shows that there is significant effect for aggregate of creative marketing climate factors individual, procedures, technology, dimensions of customer satisfaction of bank service quality tangibles, reliability responsiveness, assurance, empathy, as customers see it. The results show a positive correlation and significant effect of all creative marketing climate factors for the variable, customer satisfaction of bank service quality. The study shows that there is an urgent need for introducing creative marketing climate strategy to face the competitive environment.The study recommends adopting training modes to improve the levels of knowledge about methods of creative marketing strategies to improve service quality and customer satisfaction.