Evaluation of banking service quality factors from the customer’s point of view using the Kano model / a comparative study
The study aims to assess the quality of service provided by the Iraqi private banks listed in the Iraqi stock market, and the extent of customer satisfaction with that service. The study was conducted in a number of Iraqi bankers’ branches from private banks, with the participation of 70 respondents from distinguished clients. Data were collected through a two-part questionnaire, analyzed using the SPSS quantitative analysis model, and customer satisfaction and dissatisfaction index equations were used for the purpose of classifying customer requirements, and in order to determine the level of availability or unavailability of customer requirements in the services provided, the checklist was used. The results of the study show a difference in the basic, attractive, and one-dimensional requirements between the Iraqi Middle East Investment Bank and the Ashur International Bank, and the lack of classification of any adverse requirements, which indicates that the two banks provide their services with medium quality, as well as the size of the gap between what is required. The customer and what the bank provides between the two banks.
Ethical Commitment: The study was approved by the presidency of the Middle Technical University – Administrative Technical College – Baghdad, as it conforms to the ethical standards used in postgraduate studies at the university.
Funding statement: The researchers funded the study and made the decision to publish, and the study was carried out as part of the requirements for obtaining a master’s degree in total quality management techniques – Middle Technical University – Administrative Technical College – Baghdad.
Keywords: quality, banking service quality, customer satisfaction, Kano model, customer requirements
