أثر أبعاد جودة الخدمة على و فاء الزبائن : اختبار و مصادقة تجريبية مع زبائن البنك BADR

Abstract EN

This paper deals with the impact of banking services quality from customers’ point of view.

In this context, we have tried to prove the importance of the five dimensions of services quality and their influence on customers’ perception.

Moreover, and through our modest contribution, we have intended to highlight the nature of the indirect influence of perceived quality on customers’ loyalty through two variables namely customers’ satisfaction and trust towards banking services, as provided by this institution.

After reviewing in literature the particular relationship between perceived quality and customers’ loyalty, we moved to confirming a theoretical model using the structural equations method.

To measure all variables and indicators of the theoretical research model, we have distributed 268 questionnaires to BADR bank’ customers.

Then, data analysis was conducted in three steps: Principal Component Analysis using SPSS software, Confirmatory Factor Analysis, and Hypothesis Testing.

The results have confirmed all research hypotheses, with the exception of banking service tangibility impact on perceived quality which was not really significant.

This work shows the usefulness in implementing customers’ strategies that positively influence the perception of customers as regards to banking services quality and thus maintain a customers’ loyalty policy