The Quality Service Dimensions and Its Effect On The customer Satisfaction

Master Thesis submitted to the Council of the College of Administration and Economics / University of Karbala as part of a Master’s degree of Science in Business Administration

By
Mohommad Turki Abad AlAbass Al – Mazher
Supervisor
Prof. Dr. Alaa Farhan Taleib Assist. Prof. Dr. Abdul- Hussein Hessian Habib

The study aimed to recognizing the nature of the relationship between the service quality dimensions and its effect in achieving customer satisfaction (Applied Study in a Sample banking organizations). Many banking organizations recognized that customer satisfaction give it a power reason to stay and growth, and if it can not achieving that, it may can not continuo and compete for along time, especially because of the technology development and else which let the decisions taken in apart of the ward influence the ether parts, this phenomena called (globalization). For that challenge, the banking organizations must take the customer satisfaction philosophy in concede ration that give it competitive advantage and make high – level profitability .put a stabile arrangement for these dimensions on the light of fitness with the customer satisfaction limits can help largely in offering high quality services that satisfy needs and wants of customer, in the same time help the banking organizations compete in the markets and gain a competitive advantage , as well as the fall in arrange these dimensions lead to weakness of the competitive capabilities . The study introduces the concepts and dimensions of service quality, showing how it is contributes to enhancement the image of the service organization, thus increasing patronage, which eventually leads to enhanced market share and profitability. The study trying to answer the following questions:- 1- Do the managers of the concerned banking organizations have a clear imagination about the service quality dimensions and the customer satisfaction limitations? 2- What is the nature of the service quality dimensions (reliability, responsiveness, credibility, access, courtesy, tangibles) in the concerned organizations? 3- Do the managers of the concerned banking organizations have a clear imagination about managing customer satisfaction limitations? 4- Do the managers of the concerned banking organizations have a clear imagination about the relationship among the service quality dimensions and the customer satisfaction limitations, and about effect of the service quality dimensions on the customer satisfaction limitations? To answer the above questions it requires design assumption model reflects the nature of the effective relationship among service quality dimensions and customer satisfaction variables .the model produce many of main and sub assumptions which reflect that relations . The study model adopted the vertical design; its total variables were exposed decreasingly started from top (service quality dimensions) as a independent variables, and the customer satisfaction limitations as a dependent variables. The study assumptions designed as following: 1- The conceder banking organizations virus in adapting service quality dimensions and customer satisfactions limitations. 2- Testing the relationship among service quality dimensions and customer satisfactions limitations. 3- Testing effect of the service quality dimensions in customer satisfactions limitations. Al-raff Eden , al-rashed , Baghdad , and medal east banking organizations were choosing , the study sample was (100) questionnaire, (40) for the managers , (60) for customers , many of statically styles were used to testing the relationship and effect among study variables .the study has group of conclusions such as :- 1- The conceder banking organizations have service quality dimensions, it adapt (courtesy, credibility, reliability, responsiveness, tangibles) consequently. 2- the organizations various in adapting customer satisfaction limitations ( safety, compensating, information, auditor ship, culturing) The study has many recommendations such as: 1- The conceder banking organizations must establish appropriate system for questioners that give the customer chance to present his ideas. 2- Teaching the quality in a specialist institutions and universities. All so, the study has a group of suggestions, from it:- 1- Focusing on service quality dimensions and its effect on the market share and profitability. 2- Studding effect of demographic factors in customer satisfaction.