Abstract

The current study aims to identify the effect of the service encounter environment and its impact in customer emotional response the relationship between the variables. It has selected a sample of (430) customers from private banks operating in the Middle Euphrates governorates (Gulf Bank, United Bank for Investment, Middle East Bank and Islamic Bank of Elaf). It was based on experimental measures from some previous studies to achieve these hypotheses through the use of a variety of statistical tools and methods for analysis and processing of data and information using statistical packages required through the simple correlation matrix and simple regression analysis and the equation of structural modeling to test hypotheses of the study and the program (SPSS vr. 19; AMOS vr.23). The study has reached a number of conclusions that the service encounter environment influence in responding to emotional of the banking customer (positive response and negative response). Service delivery to stimulate the positive response and reduce the negative emotional response by paying attention to the service provider and providing all the factors of success in providing the service, providing a healthy and healthy physical environment and containing modern and advanced technologies that support the delivery increase the positive emotional of the customer and increase loyalty.

DOI:10.52113/6/2018-8-2/38-61