تأثير الذكاء التنافسي في تعزيز جودة الخدمة المصرفية وفق انموذج SERVQUAL

Abstract EN

The Aim Of The Research Is To Find Out The Extent To Which The Researched Banks Adopt The Competitive Intelligence Variable In Its Dimensions (Marketing Intelligence, Strategic Intelligence, Technological Intelligence) And Then Measure The Level Of Application Of The Service Quality Dimensions Of The SERVQUAL Model, Represented By (Material Aspects, Credibility, Response Speed, Safety, And Customer Understanding).

A Questionnaire Form Was Used To Collect The Opinions Of A Sample Of Iraqi Banks Operating In Karbala, Distributed Among 6 Banks, To Verify The Research Hypotheses And Reach Its Objectives.

The (Smart.

Pls) Program Was Used In Building And Testing Measurement Models To Verify The Validity And Reliability Of The Scale, And The Second Building And Testing The Structural Model, As Well As The (Spssv.25) Program For Hypothesis Testing.

The Research Reached A Set Of Conclusions, The Most Important Of Which Is The Existence Of A Good Employment Of Competitive Intelligence Possessed By The Bank In Bringing About A Positive Change In The Quality Of Banking Service, While The Results On The Level Of Different Dimensions In Terms Of Competitive Intelligence Indicated To The Researcher That The Bank Did Not Employ Its Advantage In The Positive Impact On The Quality Of Service That It Is Presented While Strategic Intelligence And Technological Intelligence Achieved A Positive Impact Relationship With Enhancing Service Quality, Which Reflects Good Employment Of These Two Dimensions By The Bank.