Authors

• Reza Shafei ¹
• Shadie Sijanivandi ²

¹ Associate Professor of Business Management Department, Faculty of Humanities and Social Sciences, University of Kurdistan, Iran

² MSc of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Iran

Abstract

The use of electronic banking is one of the most important new developments in banks. This feature makes customers feel better when using banking services than in the past. In other words, e-banking combined with modern marketing has created the right combination to improve customer service. This will be better when marketing, especially customer orientation, is understood in all organizational departments, and all units operate in an integrated and intra-departmental manner. Therefore, the main purpose of this study is to study the relationship between inter-sectional marketing and the share of electronic banking in the studied banks. The research method is descriptive and the statistical population of this research includes all banks in Kurdistan province. For this purpose, we surveyed 239 employees. The results showed that the stronger the intra-sector marketing in banking units, the greater the bank's share of electronic banking. The public relations section had the main effect in the final model.

Keywords

• E-banking
• Inbound marketing
• Market share
• Public relations