The smart customer contribution to promoting creativity in the marketing mix: An exploratory study of the opinions of a sample of customers and employees of private banks in Nineveh Governorate

Abstract

The research aims to show the role of the smart customer in promoting creativity in the marketing mix and the extent to which the surveyed institutions adopt the concept of the smart customer and to measure the extent of the influence and interrelationship of the smart customer in creativity with the marketing mix. A sample of (100) clients and (100) employees were selected from private banks operating in Nineveh Governorate. Statistical methods, including the descriptive approach, were used to analyze the data and extract the results using the SPSS V26 statistical program. The research reached a set of conclusions, the most important of which is the existence of a correlation and a statistically significant effect between the independent variable, the smart customer, the dependent variable, and creativity in the marketing mix. Outperform competitors in the market through continuous innovation in the services provided and the methods of providing your services.