Relationship Marketing Strategies and the Influence in ESG Practices
An Empirical Analysis of the Iraq Banking Sector
DOI:
https://doi.org/10.71207/ijas.v21i86.5005Keywords:
Relationship Marketing, ESG, confirmatory factor analysisAbstract
This research, therefore, investigates how the dimensions of relationship marketing strategies influence the environmental, social, and governance practices of selected banks in Iraq. This is in the face of such fierce competition and changing banking requirements, especially regarding environmental, social, and governance standards, which make it difficult for banks to retain their customers. Some banks listed in the Iraq Stock Exchange were randomly selected for this study because of their relational structure, where employees and their customer networks assigned to them, who are usually attached to specific relationship managers, can communicate. A total of 70 responses were received from an online questionnaire which had statements categorized on a five-point Likert scale. SPSS (23), AMOS (23), and Smart_PLS (4) helped evaluate the structural validity of the survey tools, analyze responses from participants, and test the statistical hypothesis. The study has shown that the dimensions of relationship marketing do have an impact on ESG practices and that the commitment dimension, the highest influence rate, is stressed by the need for bank management's commitment to providing an appropriate work environment that reflects the bank's commitment to customers.
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