Vol: 15, Issue: 3 2025

Page: 74-96

Service Marketing Mix Strategies and Their Contribution to Improving the Financial Performance of the Banking Sector: An Exploratory Analytical Study of a Sample of Commercial Banks Listed on the Iraq Stock Exchange

Asst. Prof. Dr. Abdul Sattar Salim Awadh Al – Jubory

Received Date: 2025-06-05

Accepted Date: 2025-07-31

Published Date: 2025-08-09

http://doi.org/10.37648/ijtbm.v15i03.006

Service marketing mix strategies are considered among the most significant contemporary intellectual developments in the field of marketing management, expressed as a new approach whose primary objective is to understand and integrate business strategies. Their influential role soon expanded in dealing with financial performance indicators and mechanisms for improvement. The main objectives of service marketing mix strategies are regarded as medium-term goals, determined by tactical organizational and administrative levels. These objectives should focus on achieving adaptation in line with environmental changes, beginning with the identification of the target market, followed by adjustment and engagement with market requirements, and culminating in the identification of the most appropriate service marketing mix.

References

• Amal, B. (2013). Evaluation of financial performance of an economic institution using the cash flow table [Master’s thesis, Kasdi Merbah University – Ouargla, Faculty of Economics, Commercial and Management Sciences].
• Abdelkader, N., & Kasher, H. (2016). The role of the service marketing mix in achieving customer loyalty: A field study of Mobilis Company [Master’s thesis, Ahmed Ben Yahia University Center – Tissemsilt, Institute of Economics, Commercial and Management Sciences].
• Alkafarna, H. A. D. (2020). A study of the marketing mix reality in microfinance institutions in the West Bank [Master’s thesis, University of Hebron, College of Graduate Studies and Scientific Research].
• Amira, H., & Abla, S. (2023). The impact of the educational services marketing mix on beneficiary satisfaction: A case study of Hassi School for Foreign Languages – Ouargla [Master’s thesis, Kasdi Merbah University – Ouargla, Faculty of Economics, Commercial and Management Sciences]
• Faten, K. (2019). The role of the banking marketing mix in achieving customer satisfaction: A field study of the National Algerian Bank, Biskra Agency [Master’s thesis, Mohamed Khider University, Biskra, Faculty of Economics, Commercial and Management Sciences].
• Khairaldin, M., & Noura, A. S. H. (2020). The impact of the extended banking services marketing mix on customer satisfaction: A case study of Bank of Salam Algeria [Master’s thesis, University of Algiers 3, Faculty of Economics, Commercial and Management Sciences].
• Moussa, O. M., & Al-Ayourat, A. (2020). The relationship between marketing mix elements and satisfaction with insurance services: A field study of a sample of insurance companies operating in Ghardaia [Master’s thesis, University of Ghardaia, Faculty of Economics, Commercial and Management Sciences].
• Qustali, S., & Nahla, A. (2018). The impact of modern marketing mix on consumer behavior: A case study of Algeria Telecom Company – Tebessa [Master’s thesis, Larbi Tebessi University, Faculty of Economics, Commercial and Management Sciences]
• Rima, A. (2020). The impact of the banking marketing mix on improving marketing performance: A case study of a group of banks in Biskra [Master’s thesis, Mohamed Khider University, Biskra, Faculty of Economics, Commercial and Management Sciences].
• Siddkhan, F. A. M. (2021). The impact of financial structure on the financial performance of commercial banks: An applied study on a sample of private commercial banks listed in the Iraq Stock Exchange from 2009–2019 [Master’s thesis, University of Basra, College of Financial and Banking Sciences].
• Somia, M., & Milouda, M. (2021). The impact of fair value on financial performance in an economic institution: A case study of Ibash Public Works Company [Master’s thesis, Ahmed Draia University, Adrar, Faculty of Economics, Commercial and Management Sciences].
• Albrowari, H. A. K. H. (2013). The role of competitive intelligence dimensions in financial performance indicators of banks: An exploratory study of managers’ opinions in a sample of private banks in Duhok and Erbil. Zakho Journal, 4(1), 28.
• Omar, M. A. R., Mohammed, R. I., & Ali, N. M. (2015). Marketing mix strategies and their role in increasing market share: An exploratory study of employees’ opinions at City Center Company in Zakho. Zakho University Journal, 3(2), 559.
• Al-Alaq, B., & Al-Taie, H. A. N. (2019). Services marketing: A strategic functional approach, applied (4th ed.). AlYazawi Publishing and Distribution.
• Al-Dhamour, H. H. (2008). Services marketing. Wael Publishing.
• Al-Khatib, M. M. (2010). Financial performance and its impact on the returns of joint-stock companies’ shares. AlHamed Publishing and Distribution.
• Al-Samadi, M. J. (2007). Marketing strategies: A quantitative and analytical approach. Al-Hamed Publishing and Distribution
• Al-Samadi, M. J. (2011). Marketing management: Concepts and modern methods. Wael Publishing.
• Al-Tawil, A. A. (2018). Purchasing according to strategic performance. Al-Yazawi Publishing and Distribution.
• Boudiba, B., & Qandouz, T. (2016). Principles and contents of services marketing. Al-Safa Publishing and Distribution.
• Annual reports of Iraqi banks (e.g., National Bank of Iraq, Islamic Iraq Bank, Iraqi Investment Bank, International Development Bank, Mansour Bank, Jehan Bank, Kurdistan Bank, Trade Bank, Sumer Bank) for the years 2016–2023.
• Central Bank of Iraq. (n.d.). Home. Retrieved August 27, 2025, from https://www.cbi.iq
• Iraq Stock Exchange. (n.d.). Home. Retrieved August 27, 2025, from http://www.isx-iq.net
• Putri, N. K., & Puryandani, S. (2021). Income marketing. Journal of Lifestyle and SDGs Review, 5(3), e05406. https://doi.org/10.47172/2965-730X.SDGsReview.v5.n03.pe05406
• Mehta, V. (2021). A study of service marketing mix, service quality and brand reputation intention to use the hotel services: A case study of 5 star hotel in Bangkok [Master's thesis, University of the Thai Chamber of Commerce]. UTCC eTheses. http://ethesis.utcc.ac.th/thesis/this/1962/1962fulltext.pdf
• Ketema, B. (2023). The effect of service marketing mixes on customer satisfaction: A study on selected private insurance companies in Addis Ababa [Unpublished Master's thesis]. Addis Ababa University, College of Business and Economics, School of Commerce.
• Chand, S. (2017, May 24). Seven elements used in marketing mix. Your Article Library. https://www.yourarticlelibrary.com/marketing/marketing-mix/7-elements-used-in-marketing-mix-forservice-industry/32387
• Lu, W. L., & Taylor, M. E. (2016). Which factors moderate the relationship between sustainability performance and financial performance? A meta-analysis. Journal of International Business Research, 15(1), 52–74.
• Pomering, A., & Johnson, L. W. (2009). Constructing a corporate social responsibility reputation using corporate image advertising. Australian Marketing Journal (AMJ), 17(2), 106– 114. https://doi.org/10.1016/j.ausmj.2009.05.006
• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.