Title:
MEASURING THE QUALITY OF DIGITAL SERVICE AND ITS IMPACT ON CUSTOMER SATISFACTION

Authors:
Noor Saleh Jaber and Sajjad Fuad Sahib, Iraq

Abstract:
This research aims to measure the level of digital service quality and analyze its impact on customer satisfaction amidst the accelerated digital transformation experienced by service institutions. The study focused on four main dimensions of digital service quality: ease of use, reliability, responsiveness, and security and privacy, as fundamental factors shaping the digital user experience. The research adopted the descriptive analytical approach, using a questionnaire as the primary tool for data collection from a sample of (100) participants who are users of digital services. The data was analyzed using appropriate statistical methods, employing a five-point Likert scale to determine participants' attitudes towards digital service quality and their level of satisfaction. The study results showed that the level of digital service quality was generally good, with participants expressing positive evaluations regarding the ease of use of digital platforms and their speed of performance, in addition to an acceptable level of reliability and security. The results also indicated a relatively high level of customer satisfaction, as most participants expressed satisfaction with their digital experience and their desire to continue using the services. The study also found a significant positive relationship between digital service quality and customer satisfaction, as improving the dimensions of service quality directly contributes to enhancing user satisfaction and improving their experience. The study recommends that institutions pay attention to developing the quality of their digital services, improving user experience, and enhancing security and reliability to ensure customer satisfaction and increase their loyalty in the modern digital environment.