BANK CUSTOMERS’ PERCEPTION OF SERVICE QUALITY AND CUSTOMER SATISFACTION IN SAUDI ARABIA
Aljasser, Dr. Ibrahim Abdullah . 2016
Customers’ expectations and needs is a driving force for providing quality service to current customers as well as to attract new customers. This study identifies and measures the relevant determinants of Service Quality (SERVQUAL) vis-à-vis the overall customer satisfaction levels of Saudi bank customers. The survey revealed that they have a significant positive perception towards the six SERVQUAL determinants and customer satisfaction, at 1% level. Further all the six SERVQUAL determinants are significantly related to and explain about 84% of overall customer satisfaction. It was observed that the female customers perceived higher level of positive perception towards the SERVQUAL determinants and customer satisfaction as compared to male customers. Also, customers below 35 years had positive perception towards communication and those having bachelor’s degree and above perceive better reliability in banking services. This study provides insights to Saudi banks on appropriate banking service that suite customer needs.
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