إسهام مسيرات الرضا في معدل رضا المستفيدين و معدل ثقتهم في الخدمات المصرفية : دراسة مقارنة بين فرع بنك المزارع التجاري السوداني بشارع القصر بالخرطوم وفرع -حي العرب بأم درمان

Abstract EN

This study aims to determine the contribution of satisfaction antecedents (the level of expectations of the beneficiaries of the service before benefiting from it, the level of their perception of quality, the level of their perception of the value of the services, the level of quality of service elements dimensions) to the level of the beneficiaries' satisfaction with the services of each branch of the Sudanese Farmer Commercial Bank in Al-Qasr Street in Khartoum and in Hay Al Arab district in Omdurman.

Also determining the contribution of the beneficiaries' satisfaction level to their loyalty to the services of both the Sudanese Farmer commercial Bank branches in Al-Qasr Street in Khartoum and in Hay Al Arab district in Omdurman.

In this study, the descriptive and analytical approach was used with regard to the theoretical side, while the case study approach was adopted with regard to the field side, by applying the theoretical study on the case of the Sudanese Farmer commercial Bank both branches, Al-Qasr Street in Khartoum and Hay Al Arab district in Omdurman.

The data were analyzed using the (SPSS) (Statistical Packages for Social Sciences) program.

The study reached several results, the most important of which are: The contribution of the service quality components to the beneficiaries’ satisfaction level with the services of Sudanese Farmer Commercial Bank branch of Hay Alarab district in Omdurman, with a low rate (30.2%) compared to the contribution of the service quality components to the beneficiaries’ satisfaction level with the services of Sudanese Farmer Commercial Bank branch of Al-Qasr Street in Khartoum, which showed a high percentage (60.4%).

Several recommendations emanated from these results, the most important of which are: Making this research guide to create models for measuring levels of satisfaction and confidence in banking services in all branches of the Sudanese Farmer Commercial Bank, as well as implementing an effective monitoring system and writing reports on the implementation of the results and recommendations aimed at improving services and ensuring that they are applied as recommended.