Measuring the quality of banking services in banks operating in Libya |
The aim of the study is to measure the service quality of the banking system in Libya and to determine the importanceof the service quality items. In addition, the study measures the relationship between the banking service qualityand client’s satisfaction. The sample of the study includes (325) questionnaires. The study concludes that understanding the client’s expectations is very important in the provision of a better banking service quality as well as in achieving client’s satisfaction. Furthermore, the measurement of service quality and the client’s perception of the service are considered to be the main approach to the development and improvement of the banking service quality.In addition, the findings also show a significant relationship between the client’s satisfaction and the service quality provided. Furthermore, the client’s continuous dealing with banks and their loyalty depends mainly on the understanding of the provided service quality. In this paper we use the SERVQUAL model in order to measure the service quality that contributes to customer satisfaction and to his loyalty to a bank. Since there has been no studies dealin with this topic so far, this one will be very interesting and useful for the banking sector in Libya. The topic of this paper is a theoretical and practical analysis of measuring the service quality in the banking sector in Libya.Measuring the quality of banking services is one of the basic indicators of the bank’s quality and it can contributeto the improvement of banking services. By using the various tools, advanced tools and modern technology in operations and marketing activities with regard to communications, marketing and information technology, service deliveryand completion of marketing operations across multiple devices come to the forefront position of marketing banking services to the various parties through these means.
Mohamed M. Alsakit Abulgasem, Radmila Janičić, Vinka Filipović, Mirjana Gligorijević |