تأثير كيفيت خدمات بانكداري اينترنتي بر رضايت مشتريان در بخش بانكداري عراق با در نظر گرفتن ويژگي‌هاي جمعيت شناختي

Abstract The rapid expansion of Information an‎d Communication Technology over the past two decades has significantly transformed business practices in Iraq, particularly within the banking industry. Despite this progress, limited research has examined how the quality of Internet banking services affects customer experiences in the country. This study investigates six key dimensions of service quality timeliness, ease of use, reliability, enjoyment, security, an‎d control an‎d explores whether demographic characteristics moderate these relationships. Data were collected in 2023 from 264 Internet banking users in Iraq through a structured questionnaire. The analysis employed Structural Equation Modeling (SEM) an‎d Analysis of Covariance (ANCOVA) using SPSS an‎d Stata to assess both direct an‎d moderating effects with strong statistical rigor. The results reveal that all six service quality dimensions have a significant an‎d positive impact on customer satisfaction. Furthermore, demographic factors, particularly age an‎d education, were found to moderate these relationships to varying degrees. This study contributes new empirical evidence to the limited literature on e-banking in Iraq by demonstrating the importance of specific service quality components in shaping customer satisfaction. The findings also offer practical value for Iraqi banks by providing insights that can support the enhancement of digital strategies an‎d help institutions maintain competitive advantages amid rapid technological change an‎d fluctuating financial conditions. Also, It reveals how demographic factors moderate the service quality–satisfaction relationship, providing useful suggestions for improving the digital banking performance an‎d customer experience in the context of Iraq. Keywords: Control, Customer satisfaction, Demographic characteristics, Ease of use, Internet banking, Reliability, Security.

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