Publication Details
Abstract
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 employees and customers at Al-Rafidain Bank and its branches. The study employed a quantitative approach, utilizing a questionnaire as the primary data collection tool from two different sources: employees (to measure cognitive dissonance) and customers (to measure the quality of customer experience across its three dimensions: brand experience, service provider experience, and post-purchase experience). This two-source design enhanced the reliability of the results and mitigated single-source bias. The data were analyzed using advanced statistical techniques within the AMOS software to test the hypotheses regarding direct, indirect, and mediating effects. The study concluded that cognitive dissonance has a direct impact on customer experience quality, while psychological stress has a negative impact. Furthermore, the study confirmed the mediating role of psychological stress in transmitting the effects of cognitive dissonance to the customer experience. The most important recommendation was that the responsibility for organizing the banking work environment falls on the senior management of Iraqi banks, especially Al-Rafidain Bank, in a way that reduces manifestations of cognitive dissonance among employees, and ensures that it does not turn from an average organizational state into chronic psychological stress that affects the quality of banking service.