جودة الخدمات المصرفية وأثرها في تحقيق الميزة التنافسية دراسة استطلاعية لمصرف اشور الدولي للاستثمار من وجهه نظر الزبائن

Abstract

This research aims at identifyingthe impact of the quality of banking services in achieving competitive advantage from the customers' perspective in one of the private commercial banks in Baghdad. The research adopts the descriptive )analytical method, it includes the customers of the respondent bank, 401) questionnaires) are distributed. Data is collected from 386) valid questionnaires. The respondents represent the study community. The research adopts the SPSS V.23 program with the use ofthe descriptive statistical methods to test its hypotheses. The research reaches a number of conclusions, such as the interest of the respondent bank in the quality ofservices provided to its customers as a result of satisfying their needs as well as matching its services with their expectations and work with confidence, credibility and sympathy with the customers due to efficiency and dependency andpaying attention to the material environment of the work. The study concluded with a set of recommendations, including the need to pay serious attention to banking reputation as it reflects an important aspect of customers' interest in banks and benefit from the views of customers in improving the quality and reputation of banking services to ensure the desired competitive advantage