QUALITY OF BANKING SERVICES AND EASE TO ACCESS OF BANKING SERVICES IMPACT ON CUSTOMER SATISFACTION AND COMPETITIVENESS OF IRAQI BANKS

Abstract

Competitiveness has long been recognised as a critical factor for organisational success, particularly within the financial sector, warranting the focus of contemporary research. This article examines the impact of banking service quality and accessibility on the competitiveness of Iraqi banks. Additionally, the study investigates the mediating role of customer satisfaction between banking service quality, accessibility, and competitiveness, as well as the moderating role of institutional awareness between customer satisfaction and competitiveness in the context of Iraqi banks. The research employs quantitative methods, collecting primary data through survey questionnaires. Data analysis was conducted using Smart-PLS to explore the relationships among the variables. The findings indicate that both banking service quality and accessibility positively influence competitiveness. Furthermore, customer satisfaction significantly mediates the relationship between banking service quality, accessibility, and competitiveness, while institutional awareness plays a significant moderating role between customer satisfaction and competitiveness. The study offers practical recommendations for regulators in formulating policies aimed at enhancing competitiveness through high-quality banking services and improved accessibility.