تأثير جودة الخدمة في إدارة علاقات الزبون : دراسة تطبيقية في عينة من المصارف العراقية

الملخص EN

The current research aims to test the extent of the impact of service quality represented by its dimensions (tangibility, responsiveness, reliability, safety and empathy) in managing customer relations.

The research problem was represented by the lack of interest of the researched banks in applying some dimensions of service quality, and the importance of the research stems from the importance of the role that these dimensions play in achieving the objectives of the banks discussed through their contribution to building solid and lasting relationships with their customers.

The private banks in Baghdad were chosen to be a research community.

Four banks were chosen as a sample for the research, represented by (the United Bank for Investment and Development, Kurdistan International Islamic Bank, South Islamic Bank, Islamic Cooperation Bank), and the size of the sample was (40) of respondents.

The two researchers reached a set of conclusions, the most important of which was the existence of a clear effect of service quality in managing customer relations, which shows that the distinct services that the bank's management seeks to provide to its customers contribute to creating strong relationships between the two parties that are based on mutual trust.

To a set of recommendations, the most important of which was focusing on all dimensions of service quality by involving its employees in training courses and scientific seminars to develop their knowledge culture of the importance of these dimensions in promoting the process of building strong and lasting relationships with its customers