The Role of E-Banking Service Quality in Enhancing Customer Satisfaction: An Empirical Study of Iraqi Banks

Abstract

With the development of technology and the trend towards digital transformation in various fields, the banking sector was not far behind. Rather, it was already eager to meet customer expectations and needs even before the transformation. Hence, the importance of this research lies in providing scientific evidence for banks regarding the types of services that meet customer desires and work on improving the services provided. It also provides indicators that help decision-makers in the banking sector in developing banking digital transformation strategies. The research aimed to demonstrate the impact of the quality of electronic services provided on customer satisfaction and whether they meet their expectations. This was tested through a questionnaire for a sample of 114 respondents from different demographics. The research concluded that the dimensions of electronic banking service quality combined have a very high explanatory power of 74% (R2 = 0.740), which confirms that customer satisfaction is formed through a holistic view of digital quality and not through one dimension in isolation from the others. It also recommends the necessity for banks to focus on raising "technical efficiency" by upgrading servers and reducing application response times, as it is the main driver of customer satisfaction according to the statistical results.