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Analyzing and Evaluating the Dimensions of Service Quality in the Banking Sector Using the SERVQUAL Model A Case Study in Al-Rasheed Bank / Wasit University Section

Alkut university college journal, 2022, Volume 2022, Issue 2022, Pages 414-426

Abstract

The current study seeks to analyze and evaluate the quality of banking services with its five basic dimensions (tangibility, reliability, response, guarantee, empathy), on customer satisfaction, based on testing the hypotheses that were put forward to address the research problem. Objectives of the study The researchers developed the study tool (the questionnaire) based on the SERVQUAL model, and the questionnaire included (22) items for the purpose of evaluating the dimensions of the quality of banking services from the study population, and due to the large size of the study population, the control sample method (intentional) was used, and that By distributing (110) questionnaires to the customers of the bank, where (98) of them were retrieved, and after reviewing the retrieved questionnaires, (8) questionnaires were excluded for lack of completion, and (90) forms were approved for the purpose of statistical analysis, i.e. (81.8%) of the Total distributed questionnaires. The results were calculated and processed based on the (SPSS) Statistical Package for Social Sciences (26). The study reached a set of results, the most important of which are: The results of statistical fraud related to the assessment of the level of quality dimensions of banking service provided by Al-Rasheed Bank / Wasit University section, related to the terms of the questionnaire, appeared the high level of all dimensions except for the dimension of the response, whose evaluation was recorded as average. The study reached a set of recommendations, the most important of which are: consolidating a culture of quality at all organizational levels, as well as spreading a culture of quality among all employees; With the necessity of applying the principles of total quality management in (Al-Rasheed Bank / Wasit University section) in order to achieve competitive advantage over the rest of the banks.
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