The impact of Digital Technologies on Customer Satisfaction - Opportunities and Challenges

Abstract

The research aimed to demonstrate the impact of digital technologies on customer satisfaction in Iraqi Islamic banks. To achieve the research goal, a questionnaire was designed through a Google form consisting of (14) paragraphs to collect primary data from the random study sample, and the respondents were 60 individuals working in Amin Al-Iraq Islamic Bank, International Islamic Bank / Iraq - Karbala. In light of this, data was collected and analyzed, and hypotheses were tested using the Statistical Package for Social Sciences program. SPSS V.23 and many statistical methods to achieve the objectives of the study and reach its results, including simple linear regression analysis. The research reached several results, the most important of which is that there is a statistically significant impact of digital technologies on customer satisfaction at a significance level of 0.01. There is a statistically significant direct correlation between digital technologies and customer satisfaction at a significance level of 0.01. In light of the results that the research reached, the researchers recommended several recommendations to improve customer satisfaction, the most important are making use of social media and digital advertising to market banking products and services to attract new customers, relying on innovative information technology because of its role in enhancing the reliability and economic standing of the bank, and focusing on Sharia compatibility about Islamic bank transactions in Iraq.