Exploring the Effect of Perceived Service Quality on Customers Satisfaction: A Study of Banking Sector in Jordan

Abstract

Today, banking is one of the leading service sectors. The increasing number of banks leads to more competition and forces banks to struggle to find new ways to attract customers. As a result, developing the perce- ived quality of the services offered by banking managements is a must if they are to stay in competition, protect and increase their market share, and become more preferable. In this study, the effect of the perceived service quality on customer sa- tisfaction in the banking sector is investigated. To this end, the leading banking managements in the sector are studied and the perceived service quality of the managements is measured by SERVQUAL method. The participants are asked to choose one banking management they frequ- ently use. The population consists of 396 people above 18 years of age. A survey is carried out in other to collect data, and a factor analysis, a reliability analysis, independent group T-tests and ANOVA/Welch tests are performed for the acquired data by using the SPSS package program. Moreover, the structure of the model developed for the study is tested through a LISREL structural equation model.