The Impact of Service Quality Dimensions on Customer Satisfaction: A Field Study of Arab Bank in Irbid City, Jordan

Abstract

Service-offering channels in the banking system has emerged on the scene with a wide variety of forms such as internet banking, automated teller machine (ATM), telephone banking and banks . Mature competition and global financial systems have been forced to investigate the significance of customer satisfaction.Therefore, the research should shed light on the changing status of the banking system and financial market dynamics. This study has used the model of service quality (Parasuraman et al., 1988) with five dimensions to evaluate its effect on the customer satisfaction among Arab bank customers in the city of Irbid. The results indicate that the higher the service quality, the more the costumer’s satisfaction. The Dimensions of service quality plays an important role in this equation. These dimensions are tangibility, responsiveness reliability, empathy, and security. Finally, the findings indicate that these five factors have positively affected the customer satisfaction. This research also shows that the service quality is an appropriate tool to measure the quality of service in the banking sector in the Arab bank. Therefore, the banking sector practitioners regard this instrument a very important tool to evaluate, support, and improve the quality of their services.

Keywords: Service quality, Customer satisfaction, Banking industry, Jordan