Impression Management and its Impact on Improving Service Quality

The research aims to study the impact of impression management on improving the quality of services. It highlights the concept of impression management and the reasons for adopting its methods in the work environment and the strategies associated with it. It also highlights the quality of services and the factors affecting them, with a focus on Rafidain Bank in Misan Governorate as an applied model for the research. The descriptive analytical approach was adopted, as the questionnaire was used as a tool to collect data from employees, and the SPSS program was used to test the hypotheses. The importance of the research is highlighted in helping managers and employees understand the impact of impression management in providing high-quality services. The results showed that there is a positive, statistically significant relationship between impression management and service quality, which indicates that management’s interest in impression management has a positive impact on improving the quality of its services. The study recommends that the organization under study and all organizations should conduct awareness courses on how to use impression management methods and strategies in an appropriate and effective manner to improve the quality of services provided.