Using Digital Queues to Achieve Customer Satisfaction: The Intermediary Role of Improving Service Performance "An Analytical Study on the Trade Bank of Iraq-Basra Branch"

Abstract

There is no doubt that measuring customer satisfaction is one of the main factors for the success and continuity of organizations in the market. Iraq and its private banking institutions have made great strides in the field of services and customer satisfaction, and they seek to reduce time and speed of completion to provide better services to improve the reputation of the institution and its survival and continuity, This study aimed at investigating the relationship between customer satisfaction and Digital Queues through improving banking service. The study was implemented in the Trade Bank of Iraq - Basra Branch, and the study sample was (118) of the bank's customers, who were randomly selected. Statistical methods were used from descriptive statistics and proving the hypothesis by simple regression, and the results were reached that the device used in the bank that controlled the digital queues for services for customers was a complete achievement of the smoothness of the service process, reduced waiting to distribute service outlets, with excellent and correct performance by employees. The research recommends the necessity of using modern technical devices in the field of organizing digital queues, which contributes to raising the use of information technology and its multiple devices and technologies, helping to achieve speed in completing tasks, as the digital culture of the institution shows its adaptation to the digital environment inside and outside Iraq