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The Effects of Service Quality Performance on Customer Satisfaction for Non-Banking Financial
Institutions in an Emerging Economy. Int. J. Financial Stud. 2023, 11, 33. Confirmatory Factor
Analysis (CFA) is been performed to ascertain the fit of the measurement models. Analysis Method
Structural equation modeling through Analysis of Moment Structures (AMOS) 16.0 was used for
model fit. Onwe, Nwafor Emmanuel Ifeanyi, and Agbaje Samson Olaoluwa. 2020. Patients’
Satisfaction with Quality of Care in General Hospitals in Ebonyi State, Nigeria, Using SERVQUAL
Theory. Among the six SQ dimensions for NBFIs, reliability has been found to be the most
important predictor of CS. Some studies have reported tangibility as the location, facilities, staff and
communication aspects ( Parasuraman et al. 1991, 1988 ). This indicates that the greater the physical
appearance and employee outfits with smart equipment in providing service to consumers, the
greater the propensity to satisfy customers of NBFIs. Path coefficient and significance level by the
bootstrapping test. From small customer service departments to large call centers, the importance of
developing a valued relationship with customers using CRM is essential to support customer and
long-term business growth. The results will provide valuable and recent information on the
relationship marketing tactics that marketers can use to form the bank image. Loyal customers stay
longer with banks that treat them well. It is also related to how safe the customer is in the banking
transactions ( Ennew et al. 2013 ), and it prevails a direct and positive relationship with customer
satisfaction in the banking field ( Pakurar et al. 2019 ). Several researchers have concluded that there
is a significantly positive relationship between assurance and satisfaction. There are many reasons
why customer expectations are likely to change overtime. The outcomes also show that the
participants stress the firm’s ability to discuss and communicate its needs. The combined-indirectly
effects of relational marketing tactics on customer loyalty through customer satisfaction and trust are
greater than the straight one. Further studies should consider the dimensions of access, financial
aspect, and employee competences as essential parts of service quality dimensions with the other
subscales, so as to improve wider customer satisfaction in the banking sector. A possible solution
could be sustainable market communication. International Journal of Environmental Research and
Public Health (IJERPH). The employees are also underpaid (less skilled) and operate with minimal
use of modern equipment. It means that when the customers have trust on the services and products
of a company, then it will lead them towards loyalty (Ribbink, Liljander, and Streukens, 2004). The
findings are in line with Cronin and Taylor ( 1992 ), but are opposite to some studies ( Ladhari et al.
2011; Pakurar et al. 2019; Khamis and AbRashid 2018; Nazeri et al. 2019; Shayestehfar and Yazdani
2019 ). Service quality in the SERVQUAL model consists of five dimensions: reliability,
responsiveness, assurance, empathy, and tangibles. Data Availability Statement The data that support
the findings of this study are available from the corresponding authors upon reasonable request. H1:
Service quality positively influences customer satisfaction. Future research can benefit from this
illustration as a motivation for more systematic investigations. 6.3. Limitations and Future Direction
of the Study The study is limited in terms of sample size, although it is suitable for PLS-SEM
analysis. Parasuraman et al. ( 1988 ) updated the model, branding it SERVQUAL. Therefore, to
ensure they are steadily ready, it is crucial for banks to have strong relationships with their evolving
customers. Satisfaction is influenced by the services that have been provided to customers.
International Journal of Turbomachinery, Propulsion and Power (IJTPP). Findings indicate that
employees are willing to help customers, bank employees are able to respond to requests and that
they have the confidence to tell customers when services will be performed. Thus, delivery of the
promised service will be fulfilled, which in turn will result in greater customer retention and
satisfaction in the Jordanian banks.
The SERVQUAL model is mainly used as a multi-dimensional research instrument for customer
satisfaction, and consists of the following dimensions: reliability, empathy, responsiveness, assurance,
and tangibility. It is a type of behavior linked to satisfaction, resulting in comparisons between
expectations and insights of outcomes ( Parasuraman et al. 1991 ). Some research suggests that
quality of service can be regarded as the degree to which the company fulfils consumer requirements
or desires ( Barbara and Vincent 1990 ). Methodology 4. Result and Discussion 4.1. Descriptive
Statistic 4.2. Data Screening 4.3. Hypotheses Testing 5. With an acceptance rate of 30%, each of the
journals of our affiliates is double blind, peer reviewed and some of the journals are listed in
SCOPUS, SCIMAGO, Google Scholar, ProQuest, Cengage Gale, LexisNexis and several other
academic databases and search engines. International Journal of Academic Research in Business and
Social Sciences, 7 (11). So, for future research, it could be extended with a greater sample size and
sample areas to generalize the result to a greater extent. It means that when the customers have trust
on the services and products of a company, then it will lead them towards loyalty (Ribbink,
Liljander, and Streukens, 2004). These are explained below: Tangibles: Representing the Service
Physically Tangibles are defined as the appearance of physical facilities, equipment, personnel and
communications materials. Firstly, the findings indicate that reliability affects customer satisfaction
positively and significantly (H1). Trust relates to the belief that a customer has in an honest
investment and engagement with the service provider (Peltier, Pointer, and Schibrowsky, 2006).
Value creation by marketing action can be achieved, as can communication to achieve business
sustainability, which positively influences performance. 5.5.4. Reliability Positively Influences
Customer Satisfaction in the Jordanian Banking Sector The results showed that reliability takes its
place as a primary factor in service quality dimensions, together with assurance, access, and
employee competences. The independent factors of assurance, tangibility, responsiveness and
reliability explain 70.5% of the variance in customer satisfaction, validating the model as well-fitted
and validated. International Journal of Translational Medicine (IJTM). On this basis, the following
hypothesis is proposed: H5. Profit and growth are achieved by customer loyalty; moreover, the
loyalty is a direct result of customer satisfaction. Service quality is briefly defined as how companies
meet or exceed customer expectations. Thus, based on the above arguments, this leads to the
development of the following hypothesis: H1a: Tangibility positively influences customer
satisfaction in the Jordanian banking sector. According to Figure 1, several factors are connected to
customer loyalty and customer satisfaction. We need to know what our customers expect from the
products and services we provide. Cronin and Taylor ( 1992 ) suggested that customer satisfaction
typically emerges before service quality, and quality of service is the only one factor contributing to
customer satisfaction. Children's Hospital at Vanderbilt Vanderbilt University Research For Patients
and Visitors Resources for Employees and Researchers. The second subscale consists of two
dimensions—responsiveness and empathy. In Table 2, the component correlation matrix shows that
factors 1, 2, 3 and 4 are statistically correlated. A five-point Likert scale is used, ranging from
“strongly disagree” (1) to “vigorously agree” (5). Zeithaml, and Leonard L. Berry. 1985. A
Conceptual Model of Service Quality and Its Implications for Future Research. This indicates what
should be given priority and what should be kept in order to keep customers satisfied. It is the
physical image of the service that customers will use to assess quality. Although the proposed
extension of the SERVPERF model with accessibility was not supported by the findings, this
experience can encourage future academics to incorporate new constructs in new contexts. The
question had been structured to explore the research objective. The Service Quality Dimensions that
Affect Customer Satisfaction in the Jordanian Banking Sector.
Cookie information is stored in your browser and performs functions such as recognising you when
you return to our website and helping our team to understand which sections of the website you find
most interesting and useful. Moreover, this non-significant result can also be induced by a small area
surveyed in metropolitan towns with adequate NBFI outfits and facilities. 6. Conclusions The study
aims to identify the relationship between service-quality dimensions and customer satisfaction for
NBFIs in Bangladesh. Thirdly, it positively affects price stability through governmental development
efforts that are mainly sourced from captive savings, particularly in terms of provident funds and
insurance. The core of empathy is conveying the feeling that the customer is unique and special.
Gout, Urate, and Crystal Deposition Disease (GUCDD). Satisfaction is influenced by the services
that have been provided to customers. Secondly, tangibility has a positive influence on customer
satisfaction (H2). Many banks measure customer satisfaction, but only a few measure individual
customer profitability. 2.3.8. Employee Competences An optimal service is the result of several
integrated factors related to individual service, employee competences and organizational strategies
that suit appropriate skills. These results are in accordance with past studies ( Krishnamurthy et al.
2010; Donthu and Yoo 1998 ), but against the study of Derksen et al. ( 2013 ). Fourthly, the
responsiveness of employees has significant influence on customer satisfaction (H4). H3: The
relationship between perceived service quality and customer loyalty are insignificant. Its history
shows a several period of human civilization. Therefore, we hypothesize the association between
relationship marketing and customer loyalty as follows. The opinions of researchers on the ranking of
assurance among service quality dimensions is varied. This study aims to identify service quality
dimensions, which can be used to measure customer satisfaction, and evaluate the effect of service
quality dimensions (tangibles, responsiveness, empathy, assurance, reliability, access, financial aspect,
and employee competences) on customer satisfaction in the Jordanian-banking sector. Three new
dimensions were added to the original SERQUAL model, which consisted of five factors. Based on
the above arguments, the following hypothesis is proposed: H6. In the increasingly competitive
global monetary world, relationship marketing has been advocated as an excellent way for banks to
establish a unique long-term relationship with their customers. Considering that the purpose of our
research is primarily the effect of the selected eight dimensions on overall satisfaction, we first
examine whether the scales of the eight dimensions are individually correlated with the target
variable, as the items that do not correlate with the target variable are not important and are
unnecessary for us. Find support for a specific problem in the support section of our website. This
will facilitate non-banking institutions to efficiently and effectively handle their clients. The result of
correlation and regression analysis describe the validity of the study in the Table 2. Though the
numbers of NBFIs are increasing in number, there was no concomitant growth in the number of
depositors in Bangladesh as expected. International Review of Management and Marketing, 8 (1),
79-85. Toili, R.N. (2017). Perceived service quality and customers satisfaction of supermarkets in
Nairobi County. Prinsloo (2016). state that effective brand increments develop the customers trust in
products which they buy and probably better imagine or distinguish the services of the organization.
Yet, service quality is not unidimensional but multidimensional ( Amin and Isa 2008 ) with two
underlying aspects: the core part of service and the service process component ( Ali and Raza 2017 ).
This means that every time you visit this website you will need to enable or disable cookies again.
That is why an effective customer experience strategy is a must for increasing the loyalty of
customers and improving customer satisfaction. Although some studies have been carried out in the
Bangladeshi banking sector on the same issue ( Jahan et al. 2020; Bashir et al. 2020; Rahman et al.
2020; Rashid et al. 2020 ), no comprehensive studies on service quality and customer satisfaction for
non-banking financial institutions in Bangladesh have been found in the literature. International
Journal of Turbomachinery, Propulsion and Power (IJTPP). It affirms that customer loyalty begins
with trust.
Wang, C.-K.; Masukujjaman, M.; Alam, S.S.; Ahmad, I.; Lin, C.-Y.; Ho, Y.-H. European Journal of
Investigation in Health, Psychology and Education (EJIHPE). Empirical works ( Rioja and Valev
2004; Fase and Abma 2003 ) also support the increasing role of well-functioning and efficient
financial firms in economic flourishment. H4: The insignificant relationship between perceived
service quality and customer satisfaction. Negash ( 2021 ) confirmed a positive relationship between
assurance and customer satisfaction at the Oromia international Bank in Ethiopia. International
Journal of Economic Research, 14 (19). Pakurar, Miklos, Hossam Haddad, Janos Nagy, Jozsef Popp,
and Judit Olah. Furthermore, this result shows that the Jordanian banking sector has invested heavily
in training and development efforts to develop a multi-skill approach to understanding different
customers. That is why an effective customer experience strategy is a must for increasing the loyalty
of customers and improving customer satisfaction. Banks try to offer customers a competitive
interest rate on loans and deposits. This result revealed that responsiveness is the second most
influential (after reliability) predictor of CS. Alkhazaleh and Haddad ( 2021 ) found a relationship
between the accessibility of fintech service and customer service for the Jordanian Banking sector.
International Journal of Academic Research in Business and Social Sciences, 7 (11). References
Abdelhadi, Abdelhakim. 2021. Patients’ Satisfactions on the Waiting Period at the Emergency Units.
The independent factors of assurance, tangibility, responsiveness and reliability explain 70.5% of the
variance in customer satisfaction, validating the model as well-fitted and validated. Employing an
extended SERVPERF model, the empirical investigation confirms that the four dimensions,
assurance, tangibility, responsiveness and reliability, are significant predictors of customer
satisfaction. However, Famiyeh et al. ( 2018 ) found no significant relationship between assurance
and customer satisfaction in the banking sector in Ghana. The Service Quality Dimensions that
Affect Customer Satisfaction in the Jordanian Banking Sector. The third and the fourth subscales,
financial aspect and tangibility, are separate factors. Heterogeneity implies that no services will be the
same, which is a challenge for the quality of services. The total portfolio size of the NBFIs together
stood at BDT670,000 million as of June 2019 ( Othman and Owen 2001 ). International Journal of
Asian Business and Information Management, 10 (2). Zhang, Y. (2015). The impact of brand image
on consumer behavior: A literature review. These results align with prior research ( Choudhury 2014;
Arasli et al. 2005; Haron et al. 2020; Kant and Jaiswal 2017 ) and are incompatible with a study (
Wang et al. 2004 ) which indicates that the opposite is valid regarding customer satisfaction. Wang,
Yonggui, Hing-Po Lo, and Yongheng Yang. 2004. An Integrated Framework for Service Quality,
Customer Value, Satisfaction: Evidence from China’s Telecommunication Industry. Although non-
banks are somewhat different in the scope of their services from traditional banking institutions, they
cater to diversified special financial services with a similar outlook on the public. Profit and growth
are achieved by customer loyalty; moreover, the loyalty is a direct result of customer satisfaction. It
explicitly demonstrates that the banks have undertaken an organization-wide strategy to manage and
nurture their interaction with clients and sales prospects as the base for their customer loyalty.
However, for retail banks, continuous and effective tactics could generate loyalty through customer
satisfaction and trust. Therefore, technological quality and process quality construct the image. 2.2.2.
Gap Theory of SQ (SERVQUAL) Based on Gronroos ’ ( 1988 ) disconfirmation model,
Parasuraman et al. ( 1985 ) proposed a new service-quality assessment model by comparing the
perceived and planned service distance. In addition, Krishnamurthy et al. ( 2010 ) and Selvakumar (
2015 ) both noted that tangibility has a positive influence on customer satisfaction with banking
services. Fida et al. ( 2020 ) investigated a significant association between tangibility and customer
satisfaction in the Oman banking sector.
The method of collecting data was done using traditional paper questionnaires and an online Google
Survey, tailored to the convenience of the respondents. For NBFIs, they also need to be more
responsive to customer sentiments and enhance their employee empathy, as personal relationships are
relevant for direct transactions. The report reveals that the tendency of having more than one active
saving account, or even credit card, has become a common trend among customers in the last couple
of years. It tested the service quality performance only excluding the expectation option in the
questionnaire ( Jain and Gupta 2004 ). Proper communication, a strong insight into customer
preferences and friendly behavior ensure empathy. Therefore, it is the fact that to attract new
customers and retain an existing customer, the image of the brand and perceived service quality play
an important role because every customer always seeks branded product and high-quality service in
supermarkets. The following section will discuss the literature review and hypothesis development.
The service quality dimensions of customer satisfaction. The represented response rate is 83.8% in
Table 1. Journal of Consumer Sciences, 47. Kumar, A. (2017). Effect of service quality on customer
loyalty and the mediating role of customer satisfaction: an empirical investigation for the telecom
service industry. These offerings comply with the tangibility dimension, allow businesses to be
precise, be paperless, reduce queues, be useful and operate for longer hours. International Journal of
Financial Studies. 2023; 11(1):33. The EFA of service quality and customer satisfaction. Predictors:
(Constant), Perceived service quality, Brand Image, Customer Satisfaction c. Further studies should
consider the dimensions of access, financial aspect, and employee competences as essential parts of
service quality dimensions with the other subscales, so as to improve wider customer satisfaction in
the banking sector. Therefore, based on the above arguments, we reached the following hypothesis:
H1b: Reliability positively influences customer satisfaction in the Jordanian banking sector. Pakurar,
M.; Haddad, H.; Nagy, J.; Popp, J.; Olah, J. The organizations need to maintain the image of the
brands very carefully because it is an important asset for the supermarkets in order to provide more
profit to the organization shareholders and its associated groups. The Indonesian banks, with their
largest asset base within Indonesia’s domestic economy and widely considered as the country’s
economic driver, are finding that they need to focus on service to keep up with the rising customer
expectations and to compete effectively (Mulyaningsih and Daly, 2011). Nazeri et al. ( 2019 )
observed that convenient Internet banking service connectivity favorably triggers a banking
customer’s satisfaction. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license ( ). Journal of Low Power
Electronics and Applications (JLPEA). Approachability and ease of contact are the two most
important elements of accessibility. Service quality has a significant effect on satisfaction. According
to the research examining service quality relationships with customer satisfaction and purchasing
intention, they think service quality is a precedent of consumer satisfaction. The relationship between
employee competences and customer satisfaction Human competences is one of the most common
areas in the management of people in the workplace. There are parameters and sub parameters (some
enumerated below). Comparison Study before and during COVID-19 Pandemic. Quality dimensions
affect customer satisfaction similarly, so bank managers need to pay attention to all factors;
consequently, here the Pareto principle is not applicable for quick improvement. 7. Recommendations
Based on our research in which a modified SERVQUAL model was applied in the Jordanian banking
sector, it can be recommended that the model be modified to the area where it is used. We offer
customer service, social media, email and chat support.
Specifically, it tests customer satisfaction and customer trust as the intervening variables in the
linkage of relationship marketing and customer loyalty. Since, in modern time, researchers and
practitioners in the field of marketing has given a huge consideration to brand. Islamic banking
should provide financial counseling to attract Muslims and non- Muslims customers to use more
Islamic banking products and services. Journal of Low Power Electronics and Applications (JLPEA).
According to the research examining service quality relationships with customer satisfaction and
purchasing intention, they think service quality is a precedent of consumer satisfaction. It was first
published in 1988 and has undergone improvements and revisions since than. Future research can
benefit from this illustration as a motivation for more systematic investigations. 6.3. Limitations and
Future Direction of the Study The study is limited in terms of sample size, although it is suitable for
PLS-SEM analysis. The concept is that NBFIs concentrate more on assurance in SQ and are
therefore more capable of building confidence and loyalty among customers of the non-banking
sector in Bangladesh. The aim of this paper is to examine service quality dimensions, by using the
modified SERVQUAL model, which can be used to measure customer satisfaction, and the effect of
these dimensions (tangibles, responsiveness, empathy, assurance, reliability, access, financial aspect,
and employee competences) on customer satisfaction in Jordanian banks. To run the relational
marketing tactics, it needs qualified employees. The expectation in the bank is to have sympathy
with customers’ problems and to keep bank records. The facts show that today customers have
become more knowledgeable, sophisticated and assertive, with an increasing demand for tailor-made
and innovative products and services. In this blog, we will tackle about how to improve your
customer satisfaction through customer service solutions. These, and cheap labor are key factors
attracting investment in Jordan. Thus, based on the above arguments, this leads to the development
of the following hypothesis: H1a: Tangibility positively influences customer satisfaction in the
Jordanian banking sector. Thus, given previous research findings ( Jianu et al. 2015 ) the idea of
sustainable marketing (referring to an eco-friendly way of the financial transaction such as online
operations), should be addressed when looking at customer satisfaction. Yim, David and Chan
(2008) defined customer loyalty as a highly deep commitment to keep on purchasing a product or
service in the future regardless of the fact that there are situational factors and marketing efforts,
which have been potential to create switching behavior. Kotler (200) argues that customer satisfaction
management includes the comparison between the expected delivered value and the real delivered-
value as well as the image of the company, the readiness to reaction, the dependability and the
product attributes. According to the above discussion, the following hypothesis is proposed: H1.
Nonetheless, Islam et al. ( 2020 ) and Fida et al. ( 2020 ) found that there was no correlation between
reliability and customer satisfaction. Call centers take your business clients on a daily basis. Comer,
Alan J. Dubinsky, and Kai Schafer. 2011. The Role of Emotion in the Relationship Between
Customers and Automobile Salespeople1. Ali, and Mohd Shukri Ab Yajid. 2019. The Influence of
Culture on Service Quality Leading to Customer Satisfaction and Moderation Role of Type of Bank.
Individuals from different backgrounds seek different experiences from the same set of service and
also perceive actual experiences differently. Zeithaml, and Leonard L. Berry. 1988. SERVQUAL: A
Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. The following section
will discuss the literature review and hypothesis development. As shown below in Figure 1, service
quality is a reflection of the customer’s perception of reliability, assurance, responsiveness, empathy
and tangibles. We used the loading greater than 0.4, following Stevens (2012). A possible solution
could be sustainable market communication. Similarly, the construct responsiveness was taken from
Zia ( 2020 ) (4 items), and one is newly proposed by the authors in this study.
According to the results of our study, we conclude that in modern competitive environment,
organizations create good brand image in the mind of the customers and also try to provide good
quality service to maintain their good reputation in the mind of the customers of supermarket. This
study also includes the accessibility dimension for a better understanding of the service quality and
its effect on satisfaction. 2.3. Customer Satisfaction One of the oldest and most commonly used
words in marketing literature is customer satisfaction. It operates 34 financial institutions in 2020,
which counts for nearly half of its total size of 64. In the banking sector, it is the main job of
manager and marketers to create and develop customer loyalty if they want to maintain their
company and increase its profitability. Our first analysis found that there are four factors with
eigenvalues above one. Jordanian banks provide traditional and non-traditional services, which
include retail banking, bank loans for individuals, corporate banking, and electronic services, among
others. Service quality is briefly defined as how companies meet or exceed customer expectations. In
the case of NBFIs, accessibility denotes the clients having easy entrances, space for moving freely
and comfortably, a branch location nearby, suitable transaction times and enough parking lots ( Islam
et al. 2020 ). Access to service ensures that the service can be conveniently accessible by
telecommunications, that there is less waiting time, flexible operating hours and a suitable venue for
the service facility ( Yarimoglu 2014 ). Further studies should consider the dimensions of access,
financial aspect, and employee competences as essential parts of service quality dimensions with the
other subscales, so as to improve wider customer satisfaction in the banking sector. The following
hypothesis is suggested: H1f: Access positively influences customer satisfaction in the Jordanian
banking sector. Their special position (wealthy customer segment) requires specific treatments due to
the fact that normal relational marketing tactics could not influence their loyalty directly. We are
committed to an inclusive environment where everyone has the chance to thrive and to the principles
of equal opportunity and affirmative action. Researchers agree on the definition of service quality,
saying that service delivery can coordinate with, match, or override the desires of shoppers.
Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality. Process
improvements, advent of new technology, changes in customer’s priorities, improved quality of
service provided by competitors are just a few examples. The satisfied customers, whose high trust
on their bank, as reported in many studies, tend to deal with more businesses and transactions than
the unsatisfied ones do. To recognize the need for customized programs, the training curriculum
should also concentrate on staff communication abilities and customer psychology. Kumar et al. (
2018 )’s research showed that easy service hours and accessible branch locations significantly
affected recruiting new clients and maintaining existing ones. Note that from the first issue of 2016,
this journal uses article numbers instead of page numbers. Multiple requests from the same IP address
are counted as one view. Because if the customers are satisfied to the brand image and perceived
service quality then the loyalty of customers also increase. Although SERVQUAL and SERVPERF
are identical in terms of dimensions and items, there are differences in their application in empirical
research. In terms of facilities rendered to customers, it is not similar to developed countries and it is
even insignificant compared to the banking sector in Bangladesh. The cost of attracting new
customers is higher than the cost of retaining established customers. The rapid growth of the
Jordanian banking sector has created a competitive environment and new thinking for banks to
understand customer perceptions of quality of service in order to attract customers in a competitive
market. As shown below in Figure 1, service quality is a reflection of the customer’s perception of
reliability, assurance, responsiveness, empathy and tangibles. The positive relationship between
service quality (SQ) and customer satisfaction (CS) has been tested by several researchers in the
service-quality domain, including banks ( Peng and Moghavvemi 2015; Jamal and Naser 2002;
Anderson and Sullivan 1993 ). In this study, we will test specifically the intervening effects of
customer satisfaction and customer trust in the nexus between the relationship marketing and
customer loyalty. Wang, Yonggui, Hing-Po Lo, and Yongheng Yang. 2004. An Integrated Framework
for Service Quality, Customer Value, Satisfaction: Evidence from China’s Telecommunication
Industry. The Impact Of Product Quality And Price On Customer Satisfaction.