Effect of the Quality of Banking Technology Services on Customer Satisfaction with Services and Green Banking Technology (Case Study: Iran and Iraq)

Organizations in a competitive and challenging environment emphasize more than anything to create sustainable and profitable relationships with customers. Traditional marketing always focuses on attracting new customers and sales; while this view has changed today, maintaining current customers and creating a permanent relationship with them is on the agenda besides trying to get new customers. Here, customer satisfaction is one of the important components. Accordingly, this study has evaluated the relationship between technology service quality and services for green banking users and technology satisfaction. Thus, a questionnaire was used to collect data, and finally, information from 700 respondents was collected, which included individuals who used green banking services. The statistical sample of the research included 350 people who use green banking services in Iran and 350 people who use green banking services in Iraq in 2023. The desired model has been validated with the help of Structural Equation Modeling (SEM) analysis through AMOS and SPSS software. The results showed that the quality of technology services in Iran including (dimensions of reliability, tangible property, accountability, empathy, and confidence) had positive and significant effects on customer satisfaction with green banking services and customer satisfaction with green banking technology. As for Iraq, the first main hypothesis is confirmed: the quality of technology services including (dimensions of reliability, tangible property, responsiveness, empathy, and assurance) had positive and significant effects on customer satisfaction with green banking services. However, while the second hypothesis of the research has been confirmed: the quality of technology services has positive and significant effects on customer satisfaction with green banking technology, three sub-hypotheses have been rejected: the effect of reliability, responsiveness, and empathy dimension of technology service. Therefore, this research provides a new perspective for sensitive and committed countries to strengthen their green development in banking strategies by welcoming technological advances.