An evaluation of Service Quality in Saudi Banks by SERVQUAL
- Author Hanan Saidi, Sara Al Dosari
- DOI
- Country : Saudi Arabia
- Subject : Business Administration
Abstract
Service firms like other organizations have been improving the provided services to satisfy their customers. The service quality has been widely regarded as driver of corporate marketing and financial performance. Thus it is necessary for companies in general and services ones in particular to measure continuously the quality of their service using measure scales such as: SERVQUAL which has been the first and doubtless most popular measurement tool for service quality. This scale has been studied in for profit organizations, nonprofit organizations as well as the banking sector in the developed countries. The measure of service quality in the Arabic banking sector and the Saudi one has never been investigated by SERVQUAL. So the aim of this paper is to evaluate using SERVQUAL the service quality of the Saudi banks (women branches). After discussing the service quality literature review, its different measure scales as well as data collected from 121 Saudi women branches’ customers, the study shows that the quality of service in the studied women branches is moderate. It is therefore recommended that those branches should review their operation hours, pay more personal attention to their customers, solve the customers’ problems, provide prompt services in the promises time as well as have the will to help their customers.
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