Measure and assess the quality of banking services Exploratory research in the Warka Bank for Investment and Finance - Basra

Abstract

The quality of service is one of the most important area in banking services sector, the search in the level of the general services quality, and search specially banking services, which dependent on scientific research method , by using SERVQUAL scale, which adapted by Parasuraman, Zeithaml and Berry in 1985, 1988, this scale contains five dimensions (Tangible, Reliability, Responsiveness, Assurance and Empathy), in addition the a questionnaire involved (22) paragraph represent these dimensions, which translate aspects of service quality, in order to measures banking service quality in AL-Warka-bank, the results of this article refers to positive direction in level of banking services quality about(Tangible, Reliability, Responsiveness) Dimensions, but below ambition level, and Negative direction in the level of banking services quality about Assurance and Empathy dimensions, in addition there is some difference in importance which dependent from research sample to any variables from mean variable.