Assessment of Bank Services Excellence in Iraq: A Comprehensive Investigation Employing the SERVQUAL Model

Ghayth Al Laheebi; Laszlo  Molnar

doi:10.18096/TMP.2023.01.01

Authors

Ghayth Al Laheebi University of Miskolc https://orcid.org/0000-0003-3963-5049
Laszlo Molnar University of Miskolc https://orcid.org/0000-0003-1902-6553

DOI:

https://doi.org/10.18096/TMP.2023.01.01

Keywords:

SERVQUAL, Service quality, IPA, Banking, Iraq

Abstract

This study employs the SERVQUAL model to investigate the service quality of banks operating in Iraq comprehensively. The objective is to identify gaps between customers' expectations and perceptions of the service quality of bank service providers in Iraq. The study utilizes data collected from customers from the Iraqi banking sector. An item-level analysis and Importance-Performance Analysis (IPA) were employed. The results reveal a significant level of perceived service quality among participants, indicating that customers generally experience satisfactory service from their respective banks. However, negative gap scores over dimensions suggest that there is a need for improvement. The findings of this study will contribute to the development of a better understanding of customer expectations and perceptions of service quality in the Iraqi banking sector and provide valuable insights for banks to enhance their service delivery.

Author Biographies

Ghayth Al Laheebi, University of Miskolc

PhD Candidate

Laszlo Molnar, University of Miskolc

Associate Professor University of Miskolc, (Institute of Marketing and Tourism)

References

Alam, M. J. (2021). Effects of service quality on satisfaction in Eastern University Library, Bangladesh. IFLA Journal, 47(2), 209–222. https://doi.org/10.1177/0340035220959099

Ali, B. J., Gardi, B., Othman, B. J., Ahmed, S. A., Ismael, N. B., Hamza, P. A., Aziz, H. M., Sabir, B. Y., Sorguli, S., & Anwar, G. (2021). Hotel Service Quality: The Impact of Service Quality on Customer Satisfaction in Hospitality. International Journal of Engineering, Business, and Management, 5(3), 14–28. https://doi.org/10.22161/ijebm.5.3.2

Alkhowaiter, W. A. (2020). Digital payment and banking adoption research in Gulf countries: A systematic literature review. International Journal of Information Management, 53, 102102. https://doi.org/10.1016/j.ijinfomgt.2020.102102

Ayyagari, M., Demirguc-Kunt, A., & Maksimovic, V. (2011). Small vs. Young Firms across the World: Contribution to Employment, Job Creation, and Growth. The World Bank. https://doi.org/10.1596/1813-9450-5631

Baabdullah, A. M., Alalwan, A. A., Rana, N. P., Patil, P., & Dwivedi, Y. K. (2019). An integrated model for m-banking adoption in Saudi Arabia. International Journal of Bank Marketing, 37(2), 452–478. https://doi.org/10.1108/IJBM-07-2018-0183

Berndt, A., & Brink, A. (2004). Customer Relationship Management and Customer Service. Lansdowne: Juta and Company Ltd.

Chu, R. K. S., & Choi, T. (2000). An importance-performance analysis of hotel selection factors in the Hong Kong hotel industry: a comparison of business and leisure travellers. Tourism Management, 21(4), 363–377. https://doi.org/10.1016/S0261-5177(99)00070-9

Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55. https://doi.org/10.2307/1252296

Deng, W. (2008). Fuzzy importance‐performance analysis for determining critical service attributes. International Journal of Service Industry Management, 19(2), 252–270. https://doi.org/10.1108/09564230810869766

Famiyeh, S., Asante-Darko, D., & Kwarteng, A. (2018). Service quality, customer satisfaction, and loyalty in the banking sector. International Journal of Quality & Reliability Management, 35(8), 1546–1567. https://doi.org/10.1108/IJQRM-01-2017-0008

Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of Service Quality on Customer Loyalty and Customer Satisfaction in Islamic Banks in the Sultanate of Oman. SAGE Open, 10(2), 215824402091951. https://doi.org/10.1177/2158244020919517

Futrell, C. M. (2011). Fundamentals of selling: Customers for life through service. McGraw-Hill Education

Govender, J. P., Veerasamy, D., & Noel, D. T. (2014). The Service Quality Experience of International Students: The Case of a Selected Higher Education Institution in South Africa. Mediterranean Journal of Social Sciences, 5(8), 465. https://doi.org/10.5901/mjss.2014.v5n8p465

Gronroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 8(4), 36–44. https://doi.org/10.1108/EUM0000000004784

Hanusukma, A., Yasitandi, R., & Nugraha, R. (2021). Comparison of Service Quality of Microcontroller and Smartphone-Based Noise Detection Products Using the Gronroos Model (Case Study: Health Service Waiting Room). 2021 International Conference Advancement in Data Science, E-Learning and Information Systems (ICADEIS), 1–6. https://doi.org/10.1109/ICADEIS52521.2021.9702051

Issalillah, F., Rachmawati, E., & Kemarauwana, M. (2021). The Role of Service Quality on Satisfaction of BPJS Participants. Journal of Engineering and Social Sciences (JESS), 1(1), 41–47. https://journal.unsuri.ac.id/index.php/jess/article/view/95

Khudhair, H.Y., Jusoh, A.B., Alhamyah, F.A., Mardani, A., Nor, K.M. (2020). A review and bibliometric analysis of service quality and customer satisfaction by using Scopus database. International Journal of Management, 11(8), 459–470. http://doi.org/10.34218/IJM.11.8.2020.044 https://iaeme.com/Home/article_id/10.34218/IJM.11.8.2020.044

Leong, C. C. (2008). An Importance-Performance Analysis to Evaluate Airline Service Quality: The Case Study of a Budget Airline in Asia. Journal of Quality Assurance in Hospitality & Tourism, 8(3), 39–59. https://doi.org/10.1080/15280080802080193

Martilla, J. A., & James, J. C. (1977). Importance-Performance Analysis. Journal of Marketing, 41(1), 77–79. https://doi.org/10.1177/002224297704100112

Najib, M. F., & Sosianika, A. (2019). Retail service quality, satisfaction, and trust: the key to shopper loyalty in the context of the Indonesian traditional market. International Journal of Electronic Marketing and Retailing, 10(4), 425-440. https://doi.org/10.1504/IJEMR.2019.10025918

Paiz, N. A. M., Ali, M. H., Abdullah, A. R., & Mansor, Z. D. (2020). The effects of service quality on satisfaction and purchase intention in mobile commerce. International Journal of Business and Management, 15(4), 36–42. https://doi.org/10.5539/ijbm.v15n4p36

Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.2307/1251430

Parasuraman, A., Berry, L.L. & Zeithaml, V.A. (1991). Understanding Customer Expectations of Service. . Sloan Management Review, 32(3), 39-48.

Prakash, A., & Mohanty, R. P. (2013). Understanding service quality. Production Planning & Control, 24(12), 1050–1065. https://doi.org/10.1080/09537287.2011.643929

Rahmani-Nejad, L., Firoozbakht, Z., & Taghipoor, A. (2014). Service Quality, Relationship Quality, and Customer Loyalty (Case Study: Banking Industry in Iran). Open Journal of Social Sciences, 02(04), 262–268. https://doi.org/10.4236/jss.2014.24028

Su, D. N., Nguyen-Phuoc, D. Q., Duong, T. H., Dinh, M. T. T., Luu, T. T., & Johnson, L. (2022). How does quality of mobile food delivery services influence customer loyalty? Gronroos's service quality perspective. International Journal of Contemporary Hospitality Management, 34(11), 4178-4205. https://doi.org/10.1108/IJCHM-08-2021-1039

Tabash, M. I. (2019). Banking Sector Performance and Economic Growth: An Empirical Evidence of UAE Islamic Banks. In: Mateev, M., Poutziouris, P. (eds), Creative Business and Social Innovations for a Sustainable Future. Advances in Science, Technology & Innovation. (pp. 39–45). Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-01662-3_6

Teeroovengadum, V., Nunkoo, R., Gronroos, C., Kamalanabhan, T. J., & Seebaluck, A. K. (2019). Higher education service quality, student satisfaction, and loyalty: Validating the HESQUAL scale and testing an improved structural model. Quality Assurance in Education, 27(4), 427–445. https://doi.org/10.1108/QAE-01-2019-0003

Tzeng, G.-H., & Chang, H.-F. (2011). Applying Importance-Performance Analysis as a Service Quality Measure in Food Service Industry. Journal of Technology Management & Innovation, 6(3), 106–115. https://doi.org/10.4067/S0718-27242011000300008

Wang, Y., & Lo, H. (2002). Service quality, customer satisfaction and behavior intentions. Info, 4(6), 50–60. https://doi.org/10.1108/14636690210453406

Zaibaf, M., Taherikia, F., & Fakharian, M. (2013). Effect of perceived service quality on customer satisfaction in hospitality industry: Gronroos’ service quality model development. Journal of Hospitality Marketing & Management, 22(5), 490–504. https://doi.org/10.1080/19368623.2012.670893