تأثير أبعاد قنوات توزيع الخدمة المصرفية في سلوك الزبائن : دراسة تطبيقية لآراء عينة من الزبائن المتعاملين مع عدد من المصارف العاملة في محافظة بغداد

Abstract EN

this study investigales the impact of banking service distribution channels and their dimensions such as (the Bank's good reputation, the bank's location, treatment of the bank staff with customers and the modern approaches of service) on the customer's behavior under a number of variables represented in the factors of psychological behavior.

To achieve the goal of this study, a schematic diagram has been suggested to illustrate the logical relationships between the study's variables and hypotheses have been formulated to examine these relationships and to make of their correctness.

For the purpose of applying this study on the ground, Al- Rafidain bank, Sumer commercial bank and National Islamic bank have been selected through their branches operating in Baghdad, and a questionnaire has been used as a key tool for collecting date relating to the field aspect, As well as a number of Interviews and field observation have been canduted.

the volume of the sample examined has amounted to (150) customers who dealt with these banks.

through using statistical analysis program( SPSS), The study have reached many results.

the most important of which is that there is an impact of the banking service distribution channels dimensions according to psychological indicators used by customers when assessing such selected channels, thus, the Bank management has to observe these necessary dimensions and take them into consideration when selecting the distribution channels.

the main recommendations emerging from this research is that the Bank management should strongly believe in the significant and effective role of banking service distribution channels and their distinctive dimensions in attracting and retaining customers.