"Multichannel Marketing Strategy and Its Impact on Banking Performance According to the Return on Assets (ROA) Indicator: An Applied Study on a Sample of Commercial Banks Listed in the Iraq Stock Exchange (2014-2023)"

Abstract

This study aimed to analyze the extent to which banks prioritize multichannel marketing strategy (MCM) and how its implementation enhances banking performance. It examined the relationship between independent and dependent variables and assessed the strategy’s impact on improving bank efficiency. The multichannel marketing variables included sales growth, marketing efficiency ratio, and advertising expenditure ratio, while banking performance was measured solely by Return on Assets (ROA). The sample comprised six Iraqi commercial banks—Baghdad Bank, Gulf Commercial Bank, Iraqi Investment Bank, Middle East Bank for Investment, Ahli Iraqi Bank, and Sumer Commercial Bank—selected based on their adoption of MCM strategies and data availability over a 10-year period (2014–2023). The study employed statistical methods, specifically panel data analysis using EViews 12, applying three regression models for comparative analysis. The most suitable model was selected using the Hausman test. Findings revealed that adopting diverse marketing channels—such as traditional branches, websites, mobile banking apps, and social media platforms—significantly enhances banking performance by strengthening customer relationships, increasing sales, and ensuring stable returns, provided that expenses are managed and assets are efficiently utilized.