The Impact of Cognitive Dissonance on Customer Experience Quality Mediated by Psychological Stress: An Exploratory Study in the Rafidain Bank and Its Branches in Baghdad
Professor Dr. Rounaq Kadhem Hussein; Professor Dr. Hussein Falah Ward; Tabarak Raad AL – salman
The current research aims to develop an explanatory and analytical model that clarifies the impact of cognitive dissonance on customer experience quality by examining the mediating role of psychological stress. This was achieved through a study of...