THE ROLE OF ELECTRONIC MARKETING PRACTICES IN ENHANCING CUSTOMER VALUE ACCORDING TO THE PERSPECTIVE OF MARKETING KNOWLEDGE

Technological development in the modern era has brought about radical changes in the global economic environment, introducing many digital applications that include all economic sectors. In fact, the financial and banking services sector is one of the most vital economic sectors that can benefit from the tremendous and rapid changes in the field of electronic services and communications. The reason for this is that banks have enormous financial capabilities that have enabled them to invest significantly in the e-commerce and e-marketing sector. This study aims to clarify the role of electronic marketing practices in enhancing customer value according to the perspective of marketing knowledge in commercial banks in Saladin Governorate. Therefore, the study population is represented by a random sample of commercial bank operators in Saladin Governorate. This study concluded that there is a positive, statistically significant relationship between customer knowledge and achieving marketing excellence in the banking sector.