هدف هذا البحث إلى التعرف على مستوى جودة الخدمات المصرفية المقدمة في فروع المصرف محل الدراسة، ومعرفة الأهمية النسبية للأبعاد الرئيسية والفرعية لجودة الخدمة المصرفية، ودراسة العلاقة بين الجودة ورضا العملاء، وقد اعتمدت الدراسة على مدخل نظرية الفجوة، للمقارنة بين الأداء الفعلي للخدمة المقدمة والأداء المتوقع منها، وتمثلت عينة البحث بـ (314) مفردة من عملاء فروع المصرف التجاري في محافظة اللاذقية. تمثلت أهم نتائج البحث بما يلي: تبين وجود فروق ذات دلالة معنوية بين أبعاد الجودة المدركة والمتوقعة وعلى مستوى جميع الأبعاد الرئيسية وكانت هذه الفروق لصالح أبعاد الجودة المتوقعة، بمعنى أن جودة الخدمة المصرفية تلبي جزءاً من توقعات العملاء، وحسب مقياس الفجوات جاءت أكثر الأبعاد إرضاءً للعملاء هي : العناصر المادية الملموسة ويليها الأمان ثم التعاطف، أما أقلها إرضاءً للعملاء فهي الاعتمادية والاستجابة، وتبين وجود علاقة ذات دلالة معنوية بين الجودة ورضا العملاء.
This research has aimed to identify the level of quality of banking services provided in the branches of the bank under study, to know the relative importance of the main and subsidiary dimensions of the quality of banking service, and to study the relationship between quality and customer satisfaction. The study relied on the approach of the gap theory, to compare the actual performance of the service provided and the expected performance Of them, the research sample consisted of (314) sample from commercial bank branch clients in Lattakia Governorate. The most important results of the research were as follows: It was found that there are significant differences between the dimensions of perceived and expected quality and at the level of all the main dimensions, and these differences were in favor of the expected quality dimensions, meaning that the quality of banking service meets part of customer expectations, and according to the scale of gaps, the most satisfactory dimensions to customers are: the tangible elements, followed by security Then sympathy, as for the least customer satisfaction, which is reliability and response, and there is a significant relationship between quality and customer satisfaction.
References used
Al-Ali, I.M. Principles of Statistics, Tishreen University, Faculty of Economics, Lattakia, Syria,2001,395
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