Investigating Seven Marketing-Mix for Credit Cards at Four Iraqi Private Banks in Baghdad Using TOPSIS Method – A Case Study

Purpose: This study examines the role of credit cards as an important instrument for facilitating safe and efficient financial transactions in developing economies such as Iraq, where their adoption remains limited due to cultural and infrastructural barriers. It aims to evaluate how the elements of the seven Ps of the marketing mix (product, price, place, promotion, people, process, and physical evidence) are prioritized by Iraqi domestic banks in promoting credit card services. Design/methodology/approach: The study analyzes the practices of four Iraqi domestic banks in Baghdad—First Iraqi Bank, Trust International Islamic Bank, Mashreq Al-Arabi Bank, and Ashur International Bank. The Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), a multi-criteria decision-making (MCDM) method, is employed to evaluate the prioritization of the seven Ps based on data collected through phone interviews with eight banking professionals. Additionally, a questionnaire survey of 54 employees from the Iraqi Islamic Commerce Bank is conducted to assess the impact of the seven Ps on bank competitiveness. Findings: The results reveal that Ashur International Bank ranks highest in implementing the seven Ps marketing mix, mainly due to its strong promotion strategies and product innovation. The analysis also shows that process and physical evidence significantly influence competitiveness in the banking sector. Overall, the findings highlight the need for more targeted marketing strategies to encourage credit card adoption in Iraq. Practical implications: The study provides valuable insights for bank managers and decision-makers by emphasizing the importance of strengthening marketing strategies—particularly in promotion, service processes, and tangible service evidence—to enhance customer engagement and increase credit card usage in the Iraqi banking sector. Originality value: This research contributes to the literature by applying a multi-criteria decision-making approach (TOPSIS) to evaluate marketing strategies in banking services within a developing Middle Eastern context. It offers practical guidance for improving marketing decisions and customer interaction while addressing a gap in studies on credit card adoption in Iraq.