The Influence of Service Quality Delivery on Customer Loyalty in the Banking Sector in Erbil, Iraq

Abstract

In any business-to-customer environment, the ultimate goal and objective is customer loyalty. More often than not, this can be a problem. Perhaps this is due to the fact that organizations sometimes do not really understand what is really going on in the mind of the customer. Thus, this predicament has become a challenge for most business conglomerates that place a high emphasis on customer relations. Although there has been a lot of research and study into the actual workings of the customer's mind, it remains a mystery to this day. Therefore, this study focused on measuring customer loyalty through service quality delivery in the banking sector in Erbil. Quantitative research was used to examine the relationship between service quality and customer loyalty. Reassurance has a positive relationship but no significant effect on customer loyalty. Reliability has a negative relationship but no significant effect on customer loyalty. Tangible values ​​have a positive relationship and significant impact on customer loyalty. Empathy has a positive relationship but no significant effect on customer loyalty. Responsiveness has a positive effect but does not significantly affect customer loyalty. The study highlights the implications of improving service quality for marketers in the banking industry.