Analyzing the Relationship Between Customer Service Provision and Security and Social Responsibility Through the Mediating Role of the Mental Image: An Exploratory Study of a Sample of Bank Customers in Al-Muthanna Governorate

• Post by: Muthanna mjdes
• October 26, 2022
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Salam Jassem Hmood ^*a  &   Shahad Baqer Jahel ^b

Al-Muthanna University / College of Administration and Economics.

Abstract                                

In order to identify the role that the perceived mental image plays among customers of government  banks operating at Al-Muthanna Governorate, in analyzing the relationship between service provision and  safety as an independent variable, and the social responsibility as an approved variable for those banks.

The Exploratory Factor Analysis (EFA) and Descriptive Statistics (DS) were adopted. In addition, ANOVA,  Pearson Correlation, and Linear Regression, are used to test research hypotheses, and for analyzing the questionnaire  form that was distributed to 220 customers of Al-Rafidain and Al-Rasheed Banks, the Iraqi Islamic Bank and the  Bank of Baghdad, accreditation of the program SPSSV.24. The main premise was (The perceived mental  image of customers influences the analysis of the relationship between the provision and safety of service and the  social responsibility of governmental and private banks). The  main conclusion indicates that  there was a strong correlation between the level of service safety and its method and social responsibility. This  connection increases when that relationship mediates the customer’s perceived mental image on the level of  services of those banks and their safety, and the extent of achieving social responsibility standards by those  banks.

DOI:10.52113/6/2021-11-3/290-301