The impact of the quality of services and employee performance on the customer loyalty and satisfaction in banking services in Iraq

This study investigates the impact of two crucial factors, service quality and employee performance, on customer loyalty and satisfaction in the Iraqi banking sector. The research examines how the perceived quality of banking services provided and the performance of bank employees, including factors like responsiveness, professionalism, and product knowledge, influence customer satisfaction and loyalty. The study's context in Iraq adds a unique perspective, considering the developing nature of the country's financial landscape and the potential differences in customer expectations and priorities compared to other contexts. Through rigorous analysis, the study aims to identify the specific service quality dimensions and employee performance aspects that most significantly contribute to customer loyalty and satisfaction in the Iraqi banking industry. Furthermore, the research may offer valuable insights for banks operating in Iraq to optimize their service offerings, enhance employee training and development, and ultimately cultivate stronger customer relationships leading to increased loyalty and retention. Keywords: Service quality, employee performance, customer loyalty, customer satisfaction, Iraqi banking sector