Personal Transformation Behaviors and Their Impact On Banking Services Diversity

Abstract

The research aims to highlight the role of personal switching behaviors in its dimensions (price, switching costs, customer satisfaction, location, bank reputation) in achieving the diversity of banking services in its dimensions (service quality, technology, innovation, employee commitment). The study was conducted on a sample of customers of (Rafidain, Rashid, Iraqi Trade, International Development) banks in Najaf Governorate. The research problem was that the level of diversity of banking services in a number of banking services was below the required level, in addition to the fact that the quality of service was not accepted by some customers, in addition to the dimension of customer satisfaction. The distributed questionnaires amounted to (400) questionnaires to customers, and (12) questionnaires were excluded that were not valid for analysis, so the number of valid questionnaires became (388) questionnaires on a sample of the banks studied. The data were analyzed using a set of statistical indicators (percentage, arithmetic mean, standard deviation, coefficient of variation, relative importance, confirmatory factor analysis) through the use of (SPSS) and (Amos) programs. The research reached a set of conclusions. The most notable finding was the existence of a significant correlation and impact between each dimension of personal transformation behaviors and the diversity of banking services at the macro and micro levels.