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Customer Satisfaction in Banks

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Middle Eastern Finance and Economics ISSN: 1450-2889 Issue 14 (2011) © EuroJournals Publishing, Inc. 2011 http://www.eurojournals.com/MEFE.htm

Service Quality Perspectives and Customer Satisfaction in Commercial Banks Working in Jordan
Anber Abraheem Shlash Mohammad Assistant Professor, Marketing Department Petra University, Jordan, B.O.Box: 961343, Amman 11196-Jordan E-mail: mohammad197119@yahoo.com Shireen Yaseen Mohammad Alhamadani Assistant Professor, Finance and Banking Department Petra University, Jordan Abstract The aim of this research was to examine the level of service quality as perceived by customers of commercial bank working in Jordan and it's effect customer satisfaction, Service quality measure is based on modified version of SERVQUAL as proposed by Parasuraman et al. (1988), which involve five dimensions of Service quality, namely Reliability, Responsiveness, Empathy, Assurance, and Tangibles. Customer satisfaction was measured by a nine item adapted from Walfried et al. (2000), 260 questionnaires were distributed randomly to customers of commercial banks branches located (thirteen commercial banks in Jordan ) in IRBID (Acity of Jordan ). Multiple regression analysis was employed to test the impact of service quality on customer satisfaction. The results of this study indicated that service quality is an important antecedent of customer satisfaction. It is apparent from the present study that managers and decision makers in Jordanian commercial banks to seek and improve the elements of service quality that make the most significant contributions on customer satisfaction

Keywords: Service quality, customer satisfaction, commercial bank, Jordan

1. Introduction
Quality is such an important issue that it is considered a really significant concept in our real life. It is regarded as a strategic organizational weapon. And the pressing need of

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