The competitive advantage of private banks and its impact on the level of customer perception by mediating service quality
Keywords:
competitive advantage, quality of banking service, level of customer perceptionAbstract
The study aimed at testing the impact of the competitive advantage of private banks on the level of customer perception on the quality of the provided banking service, and as the banks focus their attention on the customer within their programs and strategies to obtain his evaluation and judgment on the quality of the service provided, based on the fact that banks provide various services that private banking administrations believe It has achieved a competitive advantage that guarantees customer satisfaction on the quality of the service provided, and in order to achieve the aforementioned objectives, a questionnaire form was designed and distributed to a sample of the 46 clients of the surveyed private banks, and the study reached a number of conclusions and recommendations, including:
The two surveyed private banks showed their interest in realizing the customer to improve his level through real service, core service, and supportive service.
The two surveyed private banks, from the point of view of their customers, showed interest in the quality of their banking services, so they improved them by employing reliability, sympathy, tangibility, safety, and responsiveness, respectively.
The study reached a number of recommendations, including:
The need for the private banking management in the two surveyed banks to observe their continuous efforts in directing the competitive advantage to improve the level of awareness of their customers through their reliance on tangible and reliable elements, as they were able to greatly maximize this relationship.
The need for private banking management in the two banks to benefit from the analysis of the order of the main study variables according to their importance and to place this arrangement within the bank’s programs and strategies in the future, which are (competitive advantage, quality of banking service, level of customer perception) respectively
