English abstract
This research aims to understand the role of e-marketing in creating and enhancing the mental
image of banking services in the Sultanate of Oman. In addition, this research also aimed to
study the relationship between e-marketing and quality of banking services provided. The
research is based on the role played by e-marketing in upgrading and improving the quality of
banking services in achieving marketing targets. They will adopt one main hypothesis to know
the role of e-marketing in building the mental image of banking services. The project was
applied to Bank Dhofar, which numbered (367) . This research adopted the descriptive analytical
approach, and the study Bank Dhofar customers, and they rely on a questionnaire directed to
customers as a statistical tool. The data analyzed using SPSS software. This research expects to
know the role of electronic marketing in building the mental image of banking services, and this
research recommended on the commercial level .This research knowledge regarding the
effectiveness of e-marketing in building a mental image of banking services to customers, and
knowing the role of e-marketing techniques in giving value to banking service
Keywords: E-marketing, marketing mix, mental image, banking services.
