Explain of the effective marketing factors in the electronic banking service in Iraq and the intention to use it

  This study aimed to identify the factors affecting the intention to use electronic banking services according to the dimensions of (security - desired benefits - accessibility - ease of use) in banks operating in the city of Hilla - Iraq. The problem with the study is that although electronic banking services are available throughout the day, the use of these services is still remarkably weak. There are concerns on the part of customers about using these services. The research population is all users of the electronic banking service of banks (Rafidain Bank - Al-Rasheed Bank - Trade Bank of Iraq (TBA). For the purposes of the study and collecting the necessary data, the researcher prepared a questionnaire consisting of (33) questions covering five main parts. The first part covers the demographic data of the bank’s customers. Iraqi, and the second part covers the factors for using the electronic service  The study included a random sample of (390) clients. The collected data was analyzed using some statistical methods: standard deviation, arithmetic mean, and t-test using the Statistical Package for the Social Sciences (SPSS   ). The results show that mobile banking security has a significant positive effect on intention to use mobile banking with a standardized coefficient of 0.462 . This confirmed the first hypothesis. In addition, the perceived advantages of mobile banking have a significantly positive effect on the willingness to use mobile banking, with a standardized coefficient of 0.169. The second hypothesis was therefore confirmed. Based on key findings of this study following recommendations were made We advise the bank to inform its customers of the benefits they will receive as a result of using this service and its availability Its importance, and pay attention to the perceived benefits factor because it is one of the most important influencing factors