THE ROLE OF DIGITAL BANKING SERVICES IN ENHANCING CUSTOMER TRUST

Abstract

The purpose of this research is to identify the reality of practicing digital banking services in Iraqi banks in its dimensions (security, privacy, data protection, ease of use, perceived interest, perceived risks, bank reputation) and its role in enhancing customer trust in its dimensions (perceived integrity, ability (efficiency), charity. Structural guarantee, knowledge experience) and when diagnosing reality through paying attention to the study variables and their relationship to the field reality, the research focuses on keeping pace with the technical developments in banks, through the effect of digital banking services on the trust and gaining the trust of their customers and they can interact through various digital channels. The research was applied in Iraqi banks in the province of Najaf, and the higher administrative levels and digital banking services employees were chosen, and the sample size was (168) individuals, and the data were collected through the questionnaire form that was prepared and designed based on international sources and standards, and then amended accordingly to suit the business environment Al-Iraqiya, the questionnaire was distributed in (170) copies and retrieved (168) valid for analysis. The research presented the main hypothesis and five sub hypotheses branched out of it to test the effect of digital banking services to gain the customer’s trust by using statistical methods to process and analyze data.

  Several conclusions were reached, the most important of which is that digital banking services are an important way to reduce the cost for the bank and the customer together, in addition to the multiplicity of digital banking channels and their availability in the appropriate place and time for the customer and their advantages of comfort and safety, thus helping to reduce customer concerns and increase their faith and beliefs trusted with the bank And it was found through the statistical analysis that there is a positive statistically significant correlation between digital banking services and customer trust. The most important recommendations were the creation of a secure digital ecosystem to provide customers with flexible solutions when needed, the bank’s interest in advertising the products and services it provides, and the creation of banking awareness among customers.