Abstract
Customer satisfaction is a critical focus for business organizations, particularly in the banking sector, where customer interactions play a vital role in shaping a bank’s capital. This study aims to examine the influence of banking service quality on customer satisfaction, using a sample of banks listed on the Iraq Stock Exchange in 2023. Previous research suggests that service quality significantly affects customer satisfaction, prompting this investigation within the Iraqi context. Data were gathered through 102 questionnaires, and the results were analyzed using correlation and regression analyses. The findings indicate that the quality of banking services has a significant impact on customer satisfaction, with key dimensions such as tangibility, safety, and empathy showing a particularly strong influence. Tangibility, which had a mean of 2.149 and a high standard deviation of 0.863, revealed variability in respondents’ perceptions. In contrast, reliability exhibited the lowest standard deviation (0.799) and the highest agreement among respondents, indicating homogeneity in how reliability is perceived. Correlation analysis showed significant relationships between banking service quality dimensions (responsiveness, safety) and customer satisfaction components, such as satisfaction with procedures and employees. Multiple regression analysis further demonstrated that tangibility, safety, and empathy were the most influential factors, explaining 74.8% of the variation in customer satisfaction. These results suggest that enhancing these specific service quality dimensions is essential for improving customer satisfaction in the Iraqi banking sector, particularly given the sector’s challenges and the importance of maintaining customer trust.
Keywords: Banking, Customer Satisfaction, Quality, Service.