Assessing the impact of sales culture on the quality of bank services in Jordan

الملخص EN

This study aims at exploring and assessing the concepts of sales culture, the quality of service, and the relationship between them within the 23 commercial banks in Jordan, (13) of which are Jordanian banks, whereas the remained ones are non-Jordanian.

For the purpose of this study, two samples were used.

The first is the employees’ sample and was used to measure the sales culture.

The second is the customers’ sample and was used to measure the quality of services provided by the commercial banks.

The findings of the study indicate that the overall employees’ sales culture in the surveyed banks is moderate.

However, it should be noted that the employees of the non-Jordanian banks have higher levels of sales culture than those of the Jordanian banks.

On the other hand, the quality of services provided by those banks was measured by applying the gap model (the difference between the customers’ perceived, and expected quality).

Accordingly, the results of the study indicate that this quality is low (unsatisfactory).

Also, the findings of the study indicate a positive relationship between the employees’ adoption of sales culture and the quality of service.

This result assures that high levels of the quality of service can be reached when banks adopt sales culture.

The management must understand that strong commitment to the quality of service and sales culture is an integrated component in the bank’s culture, and that a positive attitude towards interpersonal relationships must be adopted by all of the bank’s employees.

If banks in Jordan like to enhance their competitiveness in the market, they have to integrate this vision into the strategic marketing planning.