Abstract
The main objective of this study is to measure the quality level of the Jordanian banking services, and to investigate the opinions of the beneficiaries from the quality of Jordanian banking services. However, the services of banks are characterized by their importance in various fields (i.e., economic, social, and civilization). This study is conducted in the Jordanian banking sector, because this sector has a key role in the Jordanian economy. In addition, the challenges are facing banking sector because of the openness, and the possibility of foreign banks entry and what consequent competition.
Highlights
The banking system in Jordan has witnessed many studies examined the services quality which is provided by Jordanian banks in one hand and opinions of the beneficiaries from the quality of these services in the other hand
The main objective of this study is to investigate the opinions of the beneficiaries from the quality of Jordanian banking services, and the possibility of using services between banks as a competitive advantage
Methodology and Results Analysis This study employs the interview technique for a sample of beneficiaries of banking services to determine their opinions about the quality of services at Jordanian banks
Summary
The banking system in Jordan has witnessed many studies examined the services quality which is provided by Jordanian banks in one hand and opinions of the beneficiaries from the quality of these services in the other hand. Banks are making great efforts to deliver their messages to customers through various communication methods that guarantee the highest degree of persuasion which is based on the provision of high quality services to customers. This is because the customer often assesses banks based on the quality of banking services. The American marketing association (AMA) defined it as the benefits and satisfactions which are offered for sale (Jackson et al, 2003; Choudhury, 2008; Cepeda et al, 2015; Kotler et al, 2018)
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