Designing an Applied Artificial Intelligence Model for Developing Support Services at Rafidain Bank Branches in IraqRafidain Iraq

Ward Almuttwaki, Sadeq Mohammed; Seifollahi Anar, Naser; Bashokouh Ajirlou, Mohammad; Zarei, Ghasem

doi:10.22034/ijumes.2025.736523

Designing an Applied Artificial Intelligence Model for Developing Support Services at Rafidain Bank Branches in IraqRafidain Iraq

Document Type : Case Study

Authors

Sadeq Mohammed Ward Almuttwaki ¹

Naser Seifollahi Anar ²

Mohammad Bashokouh Ajirlou ²

Ghasem Zarei ²

¹ Ph.D. Student, Department of Business Administration, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran

² Professor, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabili, Iran

10.22034/ijumes.2025.736523

Abstract

Given the expanding role of digital technologies and the increasing significance of AI in enhancing operational efficiency and service quality within the banking sector, the purposeful application of these technologies can substantially improve productivity, accelerate service delivery processes, and increase customer satisfaction. Accordingly, this research was conducted with the goal of identifying key influencing factors and presenting an applied model for AI-based support service development at Rafidain Bank in Iraq. This study is applied in terms of purpose and adopts a mixed-methods research design. In the qualitative phase, data were collected through semi-structured interviews with 15 experts in banking, information technology, and artificial intelligence. Qualitative data were analyzed using Grounded Theory through coding stages, with MAXQDA software employed for data organization. The qualitative phase yielded a conceptual model comprising causal conditions, contextual conditions, intervening conditions, the core phenomenon, strategies, and consequences. In the quantitative phase, the statistical population comprised employees and managers of Rafidain Bank branches. A sample of 384 participants was selected using simple random sampling based on Cochran’s formula. The data collection instrument was a researcher-developed questionnaire derived from qualitative phase components. Structural Equation Modeling using Partial Least Squares (PLS-SEM) was employed for hypothesis testing, with analyses conducted in SPSS and SmartPLS software. Findings revealed that causal, contextual, and intervening conditions exert a significant positive effect on the core phenomenon of AI-based support service development. The proposed strategies yield outcomes including enhanced operational productivity, improved banking service quality, reduced human error, and elevated customer satisfaction. Model evaluation results demonstrate adequate fit and strong explanatory power.

Graphical Abstract

Designing an Applied Artificial Intelligence Model for Developing Support Services at Rafidain Bank Branches in IraqRafidain Iraq

Highlights

This study develops and validates an applied Artificial Intelligence (AI) model to enhance support services at Rafidain Bank branches in Iraq, integrating qualitative Grounded Theory and quantitative PLS-SEM approaches.

The findings reveal that causal, contextual, and intervening factors significantly influence AI-based support service development, highlighting the critical role of organizational readiness, digital infrastructure, and managerial support.

The proposed model recommends strategic initiatives such as business process reengineering, integrated data infrastructure development, employee digital training, and phased AI implementation.

AI adoption in support services improves operational productivity, reduces human error, accelerates service delivery, enhances service quality, and increases customer satisfaction.

The validated model demonstrates strong explanatory and predictive power, providing a practical roadmap for digital transformation and sustainable innovation in Iraq’s banking sector.

Keywords

Artificial Intelligence

Digital Transformation

Grounded Theory Model

Iraq

Support Services

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