The Explanatory Role of Competitive Awareness in The Relationship Between E-Marketing and The Quality of Banking Services: An Applied Study on Banks Operating In El Obeid City, North Kordofan State

  • Dr. Muhammad Mukhtar Ibrahim Ahmed usiness Administration Department, Faculty of Economics and Commercial Studies, University of Kordofan, Kordofan, Sudan
  • Dr. Mujahid Abdul Qadir Fadl Al-Sayed Business Administration Department, Faculty of Economics and Commercial Studies, University of Kordofan, Kordofan, Sudan
  • Dr. Siddiq Abdulrahman Shuaib Salih Business Administration Department, Faculty of Management and Economic Sciences, University of Al Butana, Sudan
  • Nour Al-Huda Abdul Jalil Muhammad Al-Siddiq Business Administration Department, Faculty of Economics and Commercial Studies, University of Kordofan, Kordofan, Sudan
Published: 2026-01-09
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Abstract

The study aimed to identify the explanatory role of competitive intelligence in the relationship between e-marketing and the quality of banking services, an applied study on banks operating in Al-Obeid city, North Kordofan State. The problem of the study was reflected in the main question: How does competitive intelligence explain the relationship between e-marketing and the quality of banking services? The study was based on several hypotheses, including: Competitive intelligence explains the relationship between e-marketing and the quality of banking services in the banks operating in Al-Obeid city, North Kordofan State. The descriptive-analytical method was used, and a questionnaire was designed to collect data, with (265) questionnaires distributed, of which (263) were retrieved, yielding a recovery rate of (90.00%). The study reached the following results: Competitive intelligence explains the relationship between e-marketing dimensions (e-price, e-promotion) and the quality of banking services. The study recommended the following: Bank management should conduct an analytical study of the target market before determining the price and allocate an appropriate budget for promotion, which would achieve a competitive advantage.

Keywords: Competitive awareness e-marketing quality of banking services banks Al-Abyad city

How to Cite

The Explanatory Role of Competitive Awareness in The Relationship Between E-Marketing and The Quality of Banking Services: An Applied Study on Banks Operating In El Obeid City, North Kordofan State. (2026). African Journal of Academic Publishing in Science and Technology (AJAPST), 2(1), 01-08. https://easrjournals.com/index.php/ajapst/article/view/70

Issue

Vol. 2 No. 1 (2026)

Section

Articles