The Marketing Blackmail and Its Effect on Customer’s Satisfaction: An Exploratory Study of the Opinions of a Sample of Beneficiaries From Financial Banking Offices in Mosul City
- Post by: Muthanna mjdes
- October 26, 2022
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Shymaa Nadhem Hamdoon *a
College of Administration and Economics/Department of Marketing Management.
Abstract
The research deals with a presentation of the concepts of marketing blackmail and its types, which emerged on the impact of the transformations and challenges facing business organizations in light of the economic and political changes that the country witnessing in general. It highly effects the beneficiaries of local currency exchange services. The research problem focuses on the effect of marketing blackmail on customer’s satisfaction, and its impact on the local currency exchange services. The research problem focuses on the marketing practices of the exchange offices in the city of Mosul. In addition, it considers how to create compatibility between the services provided by the offices and the needs and desires of the beneficiaries. Its importance came through recognizing the effect of marketing blackmail on customer’s satisfaction, as the customer’s satisfaction can only be achieved after meeting the various needs and desires of consumers, and reducing the blackmail operations practiced by many banking offices in the city of Mosul in terms of money exchange and setting the exchange rate in line with the price. The Central Bank of Iraq and the market price, as there is a discrepancy form one office and the others in determining the local currency exchange rate against other currencies, including the dollar, which is widely circulated in the Iraqi market. This exposes the beneficiary to economic, social and emotional blackmail. A set of hypotheses are formulated to reflect the research problem and diagnose it using appropriate statistical methods according to SPSS program to reach the desired results. The research reached a major conclusion that there is clear economic blackmail in the mechanism of banking offices in the city of Mosul, and this is what the results of the statistical analysis of the variable of economic blackmail have indicated across its multiple paragraphs. The research also presented a set of proposals, the most important of which were: The necessity of imposing financial and banking control over the activities of exchange offices to prevent manipulations and extortions.
DOI:10.52113/6/2021-11-3/278-289
