(The impact of strategic foresight in improving electronic banking services through hidden marketing techniques) An analytical study of a sample of commercial banks

Abstract

The research aims to discover the impact of strategic foresight in its dimensions (environmental survey, methods of information processing, networks, individuals, organization, and culture) through hidden marketing and its techniques (viral marketing, brand marketing, celebrity marketing, and amplified marketing) in improving electronic banking services in its dimensions (cost, speed, and quality). The questionnaire, which was judged by a group of experts, was used to obtain information from a sample of (250) individuals in commercial banks in the holy city of Karbala. Statistical methods have been used, most notably (arithmetic mean, standard deviation, and variance) based on statistical programs (Amos V.23), (SPSS V: 26) and (Excel Microsoft). The research found a direct impact of strategic foresight in improving electronic banking services through hidden marketing techniques. As for the recommendations, banks should use advanced tools to collect and analyze data about markets, customers, and competitors periodically and train employees to use them and benefit from them in making strategic decisions.