The effect of customer satisfaction on service quality: The case of Iraqi banks

Abstract

This study aims to investigate the relationship of customer satisfaction towards service quality in Iraqi banks. It is suggested that despite the efforts provided by Iraqi banks to improve its service, there is still evidence of lacking of service quality. Service quality is important in gaining customer satisfaction. The aim of this study is to examine the service quality on customer satisfaction in Iraqi banks. The components of service quality consist of assurance, reliability, tangibility, empathy, and responsiveness and are identified as the independent variable (IV). As for dependent variable (DV), the customer satisfaction was chosen. This study follows quantitative approach; questionnaire was adopted from previous studies and were distributed among the Iraqi customers. The sample for this study consisted of 323 customers of Iraqi banks in Bagdad. SPSS 21 software was used to analysis the data. The results indicated that service quality components namely, assurance, reliability, tangibility, and empathy effect positively and significantly on customer satisfaction.