The Mediating Role of Neuromarketing in the Relationship Between the Availability of Financial Technology and Enhancing the Financial Inclusion Strategy in Egyptian Banks: The National Bank of Egypt as A case Study. | ||||
| المجلة العلمية للدراسات التجارية والبيئية | ||||
| Article 17, Volume 14, Issue 3, July 2023, Page 803-846 PDF (530.22 K) | ||||
| Document Type: المقالة الأصلية | ||||
| DOI: 10.21608/jces.2023.321473 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Mabrouk Attia Mabrouk Tawfeek* | ||||
| Faculty of Commerce and Business Administration - Helwan University - Egypt. | ||||
| Abstract | ||||
| The world witnessed a technological revolution that affected all sectors, and the financial sector was not far from that development, as this contributed to the production of a set of financial tools that led to the development of the banking industry. The reason for this is due to the wide spread of financial technology and the use of modern marketing concepts such as neuromarketing, in order Enhancing the financial inclusion strategy and integrating companies and individuals into the official umbrella of the national economy. Within the framework of this, the aim of this research is to study the mediating role of neuromarketing in the relationship between the availability of f FinTech and the Enhancing of the financial inclusion strategy in the National Bank of Egypt and through application on a random sample of 400 customers at the level of 20 branches of the bank and The correct forms were estimated at 358 forms, with a response rate of approximately 89.5% of the total number . based on the methodology of case studies in scientific research through application to the National Bank of Egypt as a case study and the researcher used structural equation Modelling to test the study hypotheses through Smart PLS software. The researcher found a positive relationship between the availability of FinTech and Enhancing the financial inclusion strategy at a significant level of less than 5%, as well as a positive relationship between the availability of FinTech and enhancing the role of neuromarketing in marketing financial services at a significant level of less than 5%, as well as a positive relationship Between neuromarketing and enhancing the financial inclusion strategy at a significant level of less than 5%, neuromarketing also plays a mediating role in the relationship between the availability of FinTech and enhancing the financial inclusion strategy at the National Bank of Egypt. The researcher recommended the necessity of paying attention to financial technology and providing a financial environment that helps to enhance the financial inclusion strategy of the bank under study, by adopting the concept of neuromarketing to enhance this strategy. The researcher also recommends conducting future research in other sectors or in the same sector using different intermediate variables between financial technology and the strategy of promoting financial inclusion, such as banking awareness and business modelling, because this topic still needs more research. | ||||
| Keywords | ||||
| Financial Technology; FinTech; Neuromarketing; Financial Inclusion | ||||
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