The objective of this study is to investigate how marketing innovation affects the quality of electronic banking services. To gather data related to the study variables, a questionnaire was administered, and a descriptive-analytical method was employed for data analysis, aiming to describe the phenomenon and the research community. The population for this study comprised clients of an electronic banking service provider, with a sample drawn from a comprehensive survey that included 400 clients. The findings of the study revealed several key insights, the most significant being that marketing innovation has a statistically significant positive effect on enhancing the quality of electronic banking services. Among the various factors, innovative promotion demonstrated the highest impact on service quality, achieving a score of 4.28, while innovative individuals had the least influence, with a score of 3.59. Based on these results, the study offers several recommendations, particularly urging the bank’s upper management to prioritize the introduction of new innovative services that align with the changing needs and preferences of their clients.