Customer Satisfaction with The Level of Services (A field study on banks operating in the city of Zawiya)

Abstract

This study aimed to assess the extent of customer satisfaction with the level of services in commercial banks in the city of Zawiya, and to measure customer satisfaction with the banking services provided, which provides important data and results that help to provide suggestions to administrative leaders in banks to enhance customer satisfaction. The descriptive-analytical approach was adopted and the independent samples t-test and univariate analysis of variance were used to test the hypotheses of the study, using appropriate statistical methods using the Statistical System for Social Sciences (spss):                                

1-The first hypothesis of the study, which states that (there are significant differences   between customers' expectations of the dimensions of the quality of the banking service provided and the actual level of service performance in the banks under study.                  

2- There are significant differences between the dimensions of service quality expected by customers and the level of actual performance of those services.                                          

3-The second hypothesis of the study the degree of satisfaction of the customers of the banks under study towards the service provided does not differ according to their demographic characteristics age, gender, educational leve.l                                                

4-The level of satisfaction with the services provided by the banks under study is very low The study concluded with the following conclusions.                                                      

1-The need for bank management to work on narrowing the gap between the customer's expectations for the level of service and what is actually provided to him in order to achieve his satisfaction and what is actually provided to him in order to achieve his satisfaction                                                                                                                                                                                                                  

2- Bank managements should adopt a market-oriented philosophy, so that the goal is to win and keep customers.

3- Bank managements should pay attention to employees, as it is the proper entrance to the quality of banking services by creating a suitable work environment and motivating them financially and morally.

4-The necessity of having systems to deal with customer complaints, and encouraging customers to Translated with DeepL.com (free version)