Total quality management in banks and its role in ensuring customer satisfaction.

The main purpose of this research is to reveal the effect of total quality management practices in banks on customer satisfaction. Examining the relationship between accessibility, reliability, responsiveness, assurance, empathy and customer satisfaction, which are sub-dimensions of the quality of banking services, with a comparative study of bank customers. as a research problem; In view of the great competition in the banking sector and the rapid technological developments in this field, the need for banks to increase the quality of customer services that ensures the loyalty and satisfaction of their customers and maintain their competitive position has been identified. As a research methodology, the research data was collected through questionnaires conducted on 413 clients of Islamic and Arab commercial banks in 2021. The questionnaire consists of two parts, in the first part the relationship between the target group and the research topic was explained in terms of demographic characteristics, and in the second part the questions were used To test hypotheses. It was determined that the relationship between participants' banking performance and service quality outcomes was positive and highly meaningful. This result shows that when there is an increase in banking performance, there will be a high level of increase in service quality levels. In the research model, a multiple linear regression model was used to examine the effects of accessibility, reliability, responsiveness, empathy assurance and service quality on banking performance, effective banking services and effective banking performance due to multiple independent variables. It has been determined that service quality levels have a significant impact on banking performance levels. When examining the regression equation, it was determined that service quality levels have a positive impact on banking performance. It has been determined that accessibility, reliability, assurance and levels of empathy have a significant impact on levels of effective banking performance. Keywords: Banking Services, Total Quality Management, Customers Satisfaction