SERVICE QUALITY EFFECT ON E-BANKING CUSTOMER SATISFACTION IN IRAQ: A CONCEPTUAL MODEL

Providing high-quality services is an essential strategy for achieving business success in the service sector, particularly in terms of consumer satisfaction. Ebanking offers a digital platform that facilitates the management of various banking requirements, from basic to advanced, through the use of digital devices. The purpose of this research study is to determine e-banking on the quality of services provided by their bank and their general level of satisfaction with the bank. Additionally, there is an effort to determine the specific dimension of service quality that has an opportunity to enhance customer satisfaction. However, when studying countries that are developing, academic investigations have shown a gap in the adoption and use of several factors that contribute to customer satisfaction within the context of technology. Literature review of existing studies on service quality and customer satisfaction has been done. In the context of e-banking in Iraq, this study is to ascertain the key components and relationships between e-service quality and customer satisfaction. In order to assess the quality of e-services within the specific context of online banking in Iraq, it is necessary to develop a conceptual model of customer satisfaction.