SERVICE QUALITY AND CUSTOMER SATISFACTION: AN INVESTIGATION FROM SAUDI ARABIAN BANKING SECTOR

Abstract

Aim of the Study - This paper attempts to identify the indicators of customer expectations and high-quality customer service and study how good quality services will affect customer satisfaction. The five dimensions of customer expectations are chosen from previous studies that should be fulfilled as a high-quality service measure—how the quality of the services will reflect on the customer's satisfaction.

Design -The population of the research consists of customers from the service sector, such as banking. This service sector was chosen because of their knowledge of intensive nature and service encounters with people of different age groups, education, culture, and sex with diverse needs. The sample size was 513, with participants from other banks' customers selected randomly.

Findings - We found that if reliability, responsiveness, and tangible will positively affect the customers' satisfaction, that's mean if reliability, responsiveness, and tangible increases, the customers' fulfillment also will increase.

Practical Implications - Customer Service has been the focus of current business organizations because it influences repurchase intentions and customer loyalty, which increases sales and revenues. Organizations, therefore, are willing to spend their resources on achieving greater customer satisfaction. One of the ways to achieve customer satisfaction is by improving the quality of service provided to them.