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Measuring Banking Service Quality And It's Role in Realizing Customer Satisfaction A Field Study in a Sample of Public Banks
قياس جودة الخدمة المصرفية ودورها في تحقيق رضا الزبون بحث ميداني في عينة من المصارف الحكوميى

Author: خال ه ما خلى
Journal: Journal Of AL-Turath University College مجلة كلية التراث الجامعة ISSN: 20745621 Year: 2015 Issue: 18 Pages: 471-418
Publisher: Heritage College كلية التراث الجامعة

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Abstract

In general, service quality, and banking service quality in specific has become one of the most important factors that can realize and exceeds customer satisfaction. Thus, the purpose of this research is to identify the role of bank service quality in achieving customer satisfaction through measuring the service quality dimensions using a sample of 50 customers of some public banks at Baghdad. In order to measure the expected and the perceived service quality, the researcher applied the Parasurman et. al. model based on five service dimensions which are tangibility, assurance, empathy, responsiveness, and reliability. The author used two questionnaires one is designed to measure the expected service quality, while the other is used to measure the perceived service quality. In addition, the SPSS statistical package was used to analyze the two questionnaires. The statistical analysis revealed that there is a strong relationship between service quality and customer satisfaction, and there is a gap between the expected service quality and the perceived service quality according to customers surveyed. The author has reached to many recommendations, the most important of which is that the studied banks should benefit from the results reached in this research in evaluating their services, and in drawing future polices and strategies to improve the bank service quality.

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