The Quality of Banking services and their effect on performance: A field study

Abstract

This study has aimed at measuring the actual level of banking service quality in Jordanian banks (commercial and Islamic) from the customers’ point view, the study adopted the Attitudinal Approach by using SERVPERF to measure service quality of Jordanian banks, and it also aimed at investigating the effect of service quality on banks performance. To achieve the objectives of this study, two methods were adopted to collect information. The first one was through random distribution of questionnaire to Jordanian banks customers, where 750 questionnaires were distributed, 653 of them were retrieved and eligible for analysis (87.06% of the questionnaires). The second was through the collection of financial information from banks under study (15 banks) in order to determine the financial ratios required for this study during the period (2000-2009). The results showed that the level of services quality provided by Jordanian banks was satisfactory. Furthermore, these results showed there was significant statistical difference between the customers’ evaluation of commercial banks and the evaluation of Islamic banks. Service quality of customers’ evaluation in commercial banks was higher than those of Islamic banks. Results of the study also showed that there was a disparity concerning the dimensions of service quality, where assurance was the most important, followed by reliability dimension, thirdly tangibility, fourthly empathy, while responsiveness dimension occupied the last place. Based on the pooled regression model, the results showed a significant effect of banking service quality on performance of Jordanian banks which is measured by the rate of return on assets (ROA), and rate of return on equity (ROE). In addition, the concentration ratio was the most other important factor that affected the Jordanian banks performance during the study period. The study recommended that the management in Jordanian banks should adopt programs to develop and improve the quality of their services, especially with increased competition in the banking market and the emergence of service quality as a competitive advantage in such a market.