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Designing and Presenting a Customer Behavior Model in the Iraqi Banking Industry with an Emphasis on Digital Transformation
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Ebrahim Mohamadmahmood1   , Naser Seifollahi *2 , Ghasem Zarei3 , محمد باشکوه3 |
1- PhD student in Business Management, Marketing major, University of Mohaghegh Ardabili, Ardabil, Iran.
2- Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran , n.seifollahi@uma.ac.ir
3- Professor, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. |
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Abstract: (22 Views) |
The rapid developments in digital technologies in recent years have significantly changed the pattern of service provision and customer interaction in the banking industry. In order to meet the new needs of customers and maintain a competitive advantage, banks have increasingly turned to developing digital banking services and utilizing new technologies. In such circumstances, identifying the factors affecting customer behavior in using digital banking services has become very important. Accordingly, the aim of the present study is to design and present a customer behavior model in the Iraqi banking industry with an emphasis on the role of digital transformation. This study is applied in terms of its purpose and descriptive-survey in terms of its method. The statistical population of the study includes customers of active banks in Iraq who use digital banking services. A standard questionnaire based on a five-point Likert scale was used to collect data. The collected data were analyzed using the structural equation modeling method and Smart PLS software. The research findings showed that digital transformation has a positive and significant impact on the quality of digital services and customer experience. The results also indicate that the quality of digital services and customer experience play an important role in increasing customer satisfaction. In addition, customer satisfaction, as one of the key factors of customer behavior, has a significant impact on customer loyalty and constitutes the strongest relationship in the research model. In general, the research results show that the development of digital infrastructure, improving the quality of online services, increasing the security of transactions and user-friendly design of digital services can play an effective role in shaping positive customer behavior and increasing their loyalty in the banking industry.
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| Keywords: Digital transformation, digital service quality, customer experience, customer satisfaction, customer loyalty |
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Full-Text [PDF 636 kb]
(3 Downloads)
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Article type: Research |
Subject:
General
Received: 2026/04/24 | Accepted: 2026/08/4 | Published: 2027/08/14
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