Analyzing factors affecting the demand for quality banking services A Case Study in a sample of private banks in the city of Erbil For the period (2014-2015)

Abstract

Noadays, all types of Banks (productivity or service) faced intense competition due to the reality and requirements created by globalization, including the opening of the border before the banking operations, so it is obliged to banks in general and private banks in particula search for effective ways in order to stand in the face of competition. The Quality of services is one of the keys important factors that have become used by banks in order to ensure continuity and increase profits in the banking business. Even the development of private banks in terms of size and numbers, but there is strong competitions day after day, getting on the use of various means in order to attract the largest number of the customer, as well as there is a large variation in the factors affecting the demand for banking services in the city of Erbil. This makes it imperative for private banks to modify their current status in the managerial mindset towards the diversification of the alternatives available in order to achieve customer satisfaction and maintain this satisfaction. Hence, the current paper sought to give a clear and comprehensive picture of the factors influencing the quality of banking services in the city of Erbil. To achieve this objective, this study depends on the descriptive analysis of the statement of the factors affecting the quality of banking services by applying preliminary data by the distribution (Form 80) on a sample of dealing with private banks. The current study shows that low discount rate is one of the most important factors affecting the demand for banking services which increase the turnout of beneficiaries of dealing with private banks, where the answers emphasize the importance of this factor by 56%. Moreover, this study recommends that the private banks should adopt effective programs to improve the quality of banking services and to achieve their satisfaction with those services