The impact of customer trust on an organization's reputation Field research on a sample of private banks in Baghdad

Abstract

The research aims to demonstrate the impact of customer confidence on the organization's reputation in the banking sector. The research was conducted on a group of private banks in Baghdad, represented by (26) banks. The importance of the research emerged in attracting the attention of decision-makers in the banks under study to the need to focus and pay attention to building and enhancing trust when providing banking services in order to enhance the organization's reputation. The questionnaire was used to collect research data. The research conducted a preliminary study on a sample of (40) people to verify the effectiveness of the model and scale for the banking sector. The simple random sample method was used to determine the sample size from the community, which numbered (9067) people, by relying on the Thompson equation (2012: 59). The sample size reached (369) people. The research concluded that there is a significant correlation and influence between customer confidence and the organization's reputation. Therefore, the research recommended the need to work on enhancing customer confidence as it is a pivotal factor in building the organization's reputation and building solid marketing relationships by structuring the relationship with customers within social, legal and psychological frameworks.