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)

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