Journal of New Approaches in Management and Marketing

Validation of the Social Marketing Model for Banking Services with Emphasis on Consumer Behavior Patterns in Rafidain Bank of Iraq

Document Type : Original Article (Quantified)

Authors

Aboalhasan Mudhafar Mohammed Alkadhim 1
naser seyfollahi anar 2
Ghasem Zarei 2
Mohammad Bashokouh Ajirloo 1

1 Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

2 Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

https://doi.org/10.22034/jnamm.2026.578955.1264
Abstract
The purpose of the present study is to validate the social marketing model for banking services with an emphasis on consumer behavior patterns in Rafidain Bank of Iraq through testing the structural relationships. This research is applied–developmental in purpose, descriptive–survey in method, and quantitative in approach.The statistical population consisted of 384 customers of Rafidain Bank of Iraq, selected through random sampling. To validate the extracted model, a researcher‑made questionnaire was developed and distributed among the target population. Data were analyzed using AMOS 20 software and structural equation modeling (SEM).The results indicate that, in Rafidain Bank of Iraq, contextual conditions play the most significant role in shaping social marketing strategies, while the core phenomenon (consumer behavior patterns) serves as a complementary and reinforcing factor. This pattern suggests that the success of social marketing in banking services within the Iraqi context depends not merely on understanding customer behavior, but more importantly on the alignment of strategies with the cultural, institutional, and structural realities of the society.

Keywords

Social Marketing
Consumer Behavior
Rafidain Bank
Banking Services
Cultural Realities
Subjects

  • Receive Date 14 January 2026
  • Revise Date 15 March 2026
  • Accept Date 10 May 2026

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