أثر جودة الخدمات المصرفية في تحقيق رضا العميل من خلال بناء صورة ذهنية إيجابية : دراسة ميدانية في البنوك العاملة في صنعاء-اليمن

Abstract EN

This research aims at measuring the effect of the quality of providing banking services in achieving client satisfaction by building a positive mental image in banks that are in Yemen- Sana’a.

To achieve the aims of the study; the researchers used the questionnaire as a main data collection instrument, and then process it using SPSS, the researchers used the descriptive analytical approach to answer the questions of the study and test the hypotheses, the findings of the statistical analysis showed a positive role between the quality of the provision of banking services in its dimensions and mental image, client Satisfaction Where the higher the quality of banking services, the greater the mental image the satisfaction, Based on the findings, the study recommended banks that are working in Yemen to sync technology to go simultaneously with the banking market so as to enhance and improve the quality level of services required clients through developing plans and strategies for the banking market, clarifying caring it and following- up its application.