Journal of New Approaches in Management and Marketing

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

Articles in Press

Document Type : Original Article (Quantified)

Authors

Aboalhasan Mudhafar Mohammed Alkadhim 1
naser seyfollahi anar 2
Ghasem Zarei 3

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

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

3 Prof., Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili Ardabil, Iran

10.22034/jnamm.2026.578955.1264
Abstract
The purpose of the present study is to validate a social marketing model for banking services, with an emphasis on consumer behavior patterns at Rafidain Bank in Iraq, through the examination of structural relationships. This research was conducted using a quantitative approach. To validate the extracted model, a researcher‑developed questionnaire was designed and distributed among 384 customers of Rafidain Bank. The collected data were analyzed using AMOS 20 through structural equation modeling (SEM). The instrument’s validity was confirmed using CVR and CVI indices, and its reliability was verified through Cronbach’s alpha. Additional data analyses were performed using SPSS 20. The findings revealed significant relationships among the components of the model and demonstrated a satisfactory level of fit for the final model. Additional data analyses were performed using SPSS 20. The findings revealed significant relationships among the components of the model and demonstrated a satisfactory level of fit for the final model.

Keywords

Social Marketing
Consumer Behavior
Rafidain Bank
Structural Relationship Testing

Subjects

Journal of New Approaches in Management and Marketing

Articles in Press, Accepted Manuscript
Available Online from 21 September 2026

  • Receive Date 14 January 2026
  • Revise Date 15 March 2026
  • Accept Date 28 April 2026

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