The marketing and behavioral dimensions of the bank’s compliance function, and its impact on the Bank s goodwill: Applied Study in AL- Rafidain Bank

The study seeks to address the impact of the marketing and behavioral dimensions of the bank` S compliance function on the bank s goodwill according to a number of sub variables of these dimensions (professional qualifications, performance efficiency, job loyalty, and work culture). In order to achieve the objective of the study, the researchers adopted a hypothetical framework expressing the logical relations of the variables of the study, and hypotheses were developed to test these relationships and to ensure the validity of hypotheses, to solve the problem of the study represented by the debate among researchers in the field of banking marketing on the relative importance of the most influential dimension of the bank`s reputation. some researchers believe that the marketing dimensions of the bank`s compliance function are the most influential on the bank s reputation, while others believe that the behavioral dimensions are most influential on the Bank s reputation. For this purpose, the Al-Rafidain Bank / general Administration were chosen as a research sample. The target group consisted of managers representing the target research community of 65 managers. The statistical analysis program (SPSS) was used to conduct statistical treatments, analyze data and extract the results of the hypotheses.