Factors Affecting the Intention to Use Electronic Banking Services Via Mobile Phone in Iraq and Solutions to Improve Them

The development of the situation in the banking sector led to an increase in competition in providing distinguished electronic banking services to customers, which prompted banks to explore the factors influencing customers' intention to use electronic banking services through mobile phones in Iraqi banks and to provide solutions thereto. The problems that Iraqi banks suffer from. Where the research problem was represented in the lack of use of telephone banking services, although they are available 24 hours a day. Therefore, the importance of the research stems from studying the impact of electronic banking services of Iraqi banks over the phone and its impact on the intention to use customers. The research relied on a basic hypothesis that the security of mobile banking services greatly affects the customers' intention to use them. The researcher used the analytical descriptive approach, where the research community represented all users of electronic banking services for banks (Ravidian - Al-Rashid Commercial), where a cluster sample was drawn Consisting of (120) clients. The researcher used a questionnaire form consisting of (30) items, in which the opinions of bank customers were surveyed about what they actually receive from mobile banking services. He also used SPSS. He performed T and Anova tests to show the influence of demographic factors, and analyzed the standard deviation and the arithmetic mean.


1-1 Introduction
A strategic axis for developing mutually beneficial relationships and target markets, marketing is one of the most crucial tasks carried out by business organizations at the moment. This activity is closely related to the success of business organizations in terms of their outputs of goods and services, and as a result, major mergers and developments in the world economy. By creating business models that enable them to compete and survive in a technology world that is developing amazingly, banks have tried to reconsider the creation of new strategies [ 1].
Banking Intelligence Solutions were required since banks realized that they had to act swiftly to make the best strategic decisions in order to handle the issues they had placed on the various banking operations with innovative banking techniques. [2] .
In order to maintain their existence and continuity in reaching higher levels of customer satisfaction, technical systems in banks today have evolved to keep up with the development and adapt to the data of the technology revolution. From this vantage point, modern banks understand how crucial it is to achieve a relationship between the bank's success and its creative orientation in the area of employing and investing technology, in identifying the needs of customers and striving to meet them in order to achieve and maintain a competitive advantage. In light of this, banks have tried to leverage technology in a variety of sectors to provide services before experiencing crises Additionally, a system for electronic marketing and products through telecommunications firms are lost, and consumers' access is only valid for a certain amount of time in accordance with the membership requirements established by banks. The bank's customers have access to a variety of services thanks to the use of e-marketing, including: bill payments, money transfers between accounts, transfers to other customers within the bank, knowledge of the operations that have been performed on the account, inquiries about current, savings, and deposit balances, accounts answer quality, checkbook requests, tables, and quality, Realized benefits The first component of technology acceptance theory, which is defined as the degree to which it is believed A person using a particular system will enhance his or her job performance.

1-Problem of the study
The concept of a marketing service is an activity or an intangible benefit that one party may provide to another that does not involve a transfer of ownership, and the production of which may or may not be related to a physical product. Mobile marketing is currently an essential part of modern marketing. Although information technology has a significant impact on the global economy and business markets, there are still some countries, including Iraq, that have a mobile banking system, despite the presence and availability of these advanced services 24 hours a day. a day, seven days. week. It is still little used.

3-Importance of the research
1-Providing marketing managers at the bank with information on the importance of electronic marketing of banking services to them. 2-Clarifying the importance of electronic marketing for banking services in attracting customers from different categories and from all parts of the country 3-Clarifying the importance of providing an element of trust and privacy to users of mobile banking services.

4-Hypothesis of the research:
H1. There is no statistically significant effect on the functional level (0.05). Use of mobile banking services to accrue interest.
H2. .. There is no statistically significant effect on the functional level (0.05). Use mobile banking services on the security of information.

1-Mobile banking services
The mobile banking service is defined as an electronic communication channel between the bank and customers that provides Services for customers through the mobile phone, including opening accounts, electronic purchases, and money transfers Security warnings, reminders, account statements, and locating banks and ATMs Four factors play a vital role when it comes to mobile banking; ease of navigation, personalization level, information quality and rewards. In 1992, Finland launched the first mobile banking application service, empowering customers by allowing them to do their financial activities on the mobile devices. Banks that intend to use m banking services through mobile devices are required to follow the wireless service instructions [3].
Customers are increasingly able to rely on their bank association with services such as text alerts that notify a customer when they make a deposit, withdrawal or use credit cards and ATM cards. More advanced mobile banking services allow users to log into their accounts from mobile devices to make payments, check their account balance, transfer money between accounts, alert the bank of robbed credit cards, turn off payments on checks, change their security pin, display monthly statement and more . [4] Despite the modernity of the mobile banking system, it has been proven that it brings the bank profits that may reach up to ( 6 ) times the profits of an ordinary bank, because this system uses information technology to improve bank relations .

2-THE IMPORTANCE OF THE ELECTRONIC BANK
Online banking offers banks and customers many advantages. E-banking has made life much easier and bank has greatly accelerated customers and banks.

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• Provides 24/7 banking services from anywhere with internet access. • Offers well-organized cash management to optimize the Internet .•Provides customers with security and privacy through the use of advanced encryption and security technologies .By electronic payments we mean the use of computer systems to conduct financial transactions electronically .EFT is used for electronic payments and customer-initiated transactions when the cardholder pays with a credit or debit card .Electronic funds transfer operations are activated during electronic banking procedures. There are several methods of electronic banking. 1-Internet banking 2Short bank message 3. Telephone banking 4. Mobile Banking 5. Interactive TV Bank.

3--Benefits of Mobile Marketing
"The positive effect of mobile phones, which are improving and getting cheaper, with lower costs compared to conventional media, being computational, tailor-made, and interactive, plays an important role in the rise of mobile marketing within marketing communication. According to Friedrich et al., there is no reason left for marketers not to break with the tradition and use the mobile platform. Specialization field of marketers is not technology, and furthermore this is not expected of them. While mobile marketing was a process to which marketers had to allocate extensive time, analysis, and investment a short while ago, which ended in disappointment or mistakes", a great that mobile marketing defines Use of wireless and interactive networks By providing consumers with information, time and place, It also "revolution has been experienced in recent years in the presentation of mobile services first in Asia, followed by Europe, and then the USA. Large budgets are not required, as was the case previously, for a mobile marketing campaign, and it suffices for the marketing professionals to provide the brand and content and leave the rest to a service provider [5] .
Websites often collect various user/customer information. For the same reason, security is seen as a major concern. Despite advances in internet security technologies such as authentication, biometrics, callback modems, encryption, digital certificates, firewalls, filter routers, password protection, computer security, and smart cards, customers' confidence in using online banking services will increase. Security is one of the most important indicators of online banking. Various studies have confirmed that the security of online banking services has a positive impact on customer satisfaction. Therefore, this study shows that security has a significant impact on customer use intent". [6] .

1-Methodology
It is the program design for data collection and evaluation that should incorporate the relevance of the research purpose and economics of the program. In the context of banking, customer interactions and expectations are critical to defining their experience. Orlikowski (2000, p. 409) argues that organizational actions are triggered in the context, in which and that research design helps to study the development of technology in organizations. Research design is a mechanism for understanding technological processes, organizational work, and their use of technology. The Study provides a comprehensive perspective on the experience of Iraqi banks in marketing e-banking services via telemarketing

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The study employed mixed methods inquiries to suit the survey purpose and earlier questions, and used survey and" interview data to test and validate the results. Qualitative research" (such as interviews) does not impose theory on the interviewees as this may limit the participants, but can be used for theory building (Robson, 2002) , while quantitative research (eg, a survey) quantifies the number of people with a particular mindset [7]. The use of mixed methods can allow the study to corroborate the findings and capture some context of electronic phone banking in the banking environment. "The research design aims to develop and test an integrated framework" by evaluating the effectiveness of bank and customer-to-telephone electronic banking services in improving service. The study was designed on the basis of customer surveys and interviews.

2-Study population and sample size
According to Saunders (2007), population refers to the entire population "from which a sample is taken. The aim of this study is to measure the factors affecting the intention to use mobile banking services of individuals in Iraq. The study population represents all customers who have bank accounts in selected banks in the city of Babylon. The reason for choosing this group was that these individuals are involved in retail banking services and can be among the mobile banking customers" now.
The target group (sample size) includes customers of (3) banks (Al-Rafidain -Al-Rasheed -Commercial Bank of Iraq) "Final sample size of mobile banking customers was determined using Cocharan's formula which comes "to The required sample size is (120) clients.

3-Sampling method
"Sampling cannot be avoided in research because it is impractical to survey the entire target population due to budget and time constraints. This study used sampling method. For the main data collection, a cluster sample was used. The samples were taken from Babylon province. Appropriate sampling can help the researcher complete large tasks in a short period of time and cost-effectively". The study is cluster sampling.

4-Research methods
"The main purpose of this research study is to find out the factors affecting mobile banking services in Iraqi banks. The statistical package for the social sciences (SPSS version 24.0) was used to analyze the raw data. In this research, frequency, percentage, mean, standard deviation and

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one-way analysis of variance were analyzed. Frequency: It is used to review the responses of the study sample. Percentages: Shows the percentage of responses to a specific variable out of the total responses." Mean: Displays the mean of responses for a given" variable. Standard Deviation: Shows the degree of divergence of the responses from the mean. Regression: It was used to find the influencing relationship between the dependent and independent variables"

Demographic characteristics
The literature review shows that customer demographics play a crucial role in determining their awareness and trust in mobile banking services in Iraq. Therefore, in addition to e-service awareness, customer demographics and their awareness of mobile banking services are required to test their trust in mobile banking services. At this crossroads, the researchers selected and exploited changing demographic factors. age and gender. academic qualifications. Number of times mobile banking services were used. Function name and bank type. this research. In this chapter, the researchers analyzed the demographics of 120 customers and their perceptions of mobile banking services.

1-Gender
The customer's gender is also a major factor in determining their customer trust towards mobile banking. The differences between male and female clients categorize them for potential, knowledge, and achievement. Therefore, the researcher took two groups of males and females in this study. Below is a display of Percentage of male and female customers based on a percentage analysis of responses received from customers.  Table 4.1 above, it can be seen that male customers accounted for 66.7% and female customers accounted for 33.3%.

2-Age
"The age of customers is an important factor in the level of awareness of mobile banking and many other mobile banking services". This age structure study also helps determine their trust in various mobile banking services. In the current study, the researchers looked at the age structure of four age groups, namely 30-35, 40-45, 50-55 and 60+. Applying the percentage analysis to the age structure of the sample yields.  As can be seen from Table 4.1 above, customers in the 40-45 age group account for the highest proportion, reaching 35%, followed by the 50-55 age group, accounting for 30.%. It was also noted that 23.3% were in the 30-35 age group and at least 11.7% were in the 60+ age group. In the case of using a mobile phone, 46.7% ( 2 hours a day ) of the respondents belong to average users as they use mobile banking for up to 4 hours a day, with 16. 7% of the customers having savings accounts in different banks. 3.3% up to (6 hours a day.) 33.3% (average of 1 hour per day).

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We note from the above table that the fourth paragraph (using this service reduces transportation costs) is the highest paragraph on average (4.03) and Std. (0.90), which means there is agreement to use. The service facilitates the implementation of banking tasks and reduces the costs incurred by the customer. Although all answers were affirmative in approval, the second paragraph (using the service makes it easy to carry out banking tasks) is the least acceptable, mean = (3.78), and deviation (0.92) as the study sample is not sufficiently aware of Full extent to benefit from using the Mobile Banking service. Services. We note from the above table that the fourth paragraph (I feel comfortable that the legal structures you provide help me to trust the use of this service) was the highest on average (4.00), and the deviation (0.91) Which means that there is agreement that the program provides legal protection to the customer with the aim of encouraging him to use it, although all the answers were positive. . However, in approval, the third paragraph (I believe that the service provides sufficient guarantees to make me feel comfortable about its use) was the least acceptable (3.72), and deviant (0.95) since the study sample, despite the legal protection of the program, did not feel confident and comfortable Use it in banking transactions. ‫م‬

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Conclusions 1-We note from the data analysis that the fourth paragraph (using this service reduces transportation costs) is the highest paragraph on average (4.03) and Std. (0.90), which means there is agreement to use. The service facilitates the implementation of banking tasks and reduces the costs incurred by the customer. 2-We note from the data analysis that the fourth paragraph (I feel comfortable that the legal structures you provide help me to trust the use of this service) was the highest on average (4.00), and the deviation (0.91), which means that there is agreement that the program provides legal protection to the customer with the aim of encouraging him on using it.. 3-The effect of demographic variables on the use of mobile banking services, based on customer surveys about what they actually receive from mobile banking services.

Conflict of interests.
There are non-conflicts of interest.