Academy of Accounting and Financial Studies Journal (Print ISSN: 1096-3685; Online ISSN: 1528-2635)

Abstract

The Mediating Role of Service Provider Expertise On the Relationship between Market Orientation and Customer Satisfaction in Iraq Banking Sector

Author(s): Nibras Kadhim Abed, Lamyaa Ali Ibrahim, Ahmed Hussein Ahmed

This study examines the relationship between market orientation and customer satisfaction with the mediating effect of service provider expertise. A sample of 385 respondents from the banking sector of Iraq is selected for analysis. PLS-SEM model is used to test the hypothesis. The results of path-1 reported a positive and a significant relationship between market orientation and service provider expertise. Similarly, a positive and a significant relationship is also found for path-2. The results of the bias-corrected bootstrapping method confirmed the mediating role of service provider expertise between market orientation and customer satisfaction for Iraqi banking customers.