Exploring the Effect of Perceived Service Quality on Customers Satisfaction: A Study of Banking Sector in Jordan

Abstract

This study aims at investigating the effect of perceived service quality on customer satisfaction in the banking sector in Jordan. Service quality is studied within a set of different aspects based on SERVQUAL model.

Respondents are chosen from a range of varying demographic features using random sampling. SERVQUAL questionnaires were distributed among 270 customers of different banks. 225 questionnaires were considered valid for analysis constituting an 83% final response upon which the analysis has been executed. Analysis was performed using SPSS version 20.

The results showed a significant association between perceived service quality –expressed by its five dimensions- and overall customer satisfaction.