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The Role Of Quality In Customers` Satisfaction With The Provided Banking Services (A Field Study On The Customers Of The Commercial Bank Of Syria In The Governorate Of Lattakia, Using The Gap Models)

دور الجودة في رضا العملاء عن الخدمات المصرفية المقدمة (دراسة ميدانية على عملاء المصرف التجاري السوري في محافظة اللاذقية، باستخدام نموذج الفجوات)

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 Publication date 2021
  fields Business Management
and research's language is العربية
 Created by Shamra Editor




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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.


Artificial intelligence review:
Research summary
تهدف هذه الدراسة إلى تقييم جودة الخدمات المصرفية المقدمة من قبل فروع المصرف التجاري السوري في محافظة اللاذقية، وفهم العلاقة بين جودة الخدمة ورضا العملاء باستخدام نموذج الفجوات (SERVQUAL). شملت الدراسة عينة من 314 عميلًا، وتم تحليل البيانات باستخدام برنامج SPSS. أظهرت النتائج وجود فروق ذات دلالة معنوية بين الجودة المدركة والمتوقعة لصالح الجودة المتوقعة، مما يعني أن الخدمات المقدمة تلبي جزءًا من توقعات العملاء ولكنها لا تفي بها بالكامل. كانت العناصر المادية الملموسة والأمان والتعاطف هي الأبعاد الأكثر إرضاءً للعملاء، في حين كانت الاعتمادية والاستجابة الأقل إرضاءً. أوصت الدراسة بضرورة تحسين التكنولوجيا المستخدمة، وزيادة عدد الموظفين ومنافذ الخدمة، وتطوير مهارات الموظفين لضمان تقديم خدمات عالية الجودة تلبي توقعات العملاء وتعزز رضاهم.
Critical review
دراسة نقدية: تعتبر الدراسة خطوة مهمة في فهم جودة الخدمات المصرفية ورضا العملاء في المصرف التجاري السوري. ومع ذلك، يمكن الإشارة إلى بعض النقاط التي قد تعزز من قوة الدراسة. أولاً، كان من الممكن توسيع نطاق العينة لتشمل مناطق أخرى في سوريا للحصول على نتائج أكثر شمولية. ثانياً، يمكن أن تكون هناك حاجة لاستخدام أدوات تحليلية إضافية لتعميق الفهم حول العوامل المؤثرة على رضا العملاء. ثالثاً، قد يكون من المفيد إجراء دراسات مقارنة مع مصارف أخرى في المنطقة لتحديد نقاط القوة والضعف بشكل أكثر دقة.
Questions related to the research
  1. ما هي الأبعاد الأكثر إرضاءً للعملاء في جودة الخدمات المصرفية المقدمة؟

    الأبعاد الأكثر إرضاءً للعملاء هي العناصر المادية الملموسة، الأمان، والتعاطف.

  2. ما هي الأبعاد الأقل إرضاءً للعملاء في جودة الخدمات المصرفية المقدمة؟

    الأبعاد الأقل إرضاءً للعملاء هي الاعتمادية والاستجابة.

  3. ما هو نموذج الفجوات (SERVQUAL) المستخدم في الدراسة؟

    نموذج الفجوات (SERVQUAL) هو أداة لقياس جودة الخدمات من خلال مقارنة الأداء المدرك بالأداء المتوقع عبر خمسة أبعاد: العناصر المادية الملموسة، الاعتمادية، الاستجابة، الأمان، والتعاطف.

  4. ما هي التوصيات الرئيسية التي قدمتها الدراسة لتحسين جودة الخدمات المصرفية؟

    التوصيات تشمل تحسين التكنولوجيا المستخدمة، زيادة عدد الموظفين ومنافذ الخدمة، وتطوير مهارات الموظفين لضمان تقديم خدمات عالية الجودة تلبي توقعات العملاء وتعزز رضاهم.


References used
Al-Ali, I.M. Principles of Statistics, Tishreen University, Faculty of Economics, Lattakia, Syria,2001,395
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