جودة الخدمات المصرفية وعلاقتها برضا العملاء في البنك الإسلامي العربي
Date
2023-05-18
Authors
حمزه محمود محمد نادي
Hamza Mahmoud Mohammad Nadi
Journal Title
Journal ISSN
Volume Title
Publisher
Al-Quds University
Abstract
هدفت هذه الدراسة إلى معرفة جودة الخدمات المصرفية وعلاقتها برضا العملاء في البنك الإسلامي العربي، ولتحقيق أهداف الدراسة تم استخدام المنهج الوصفي التحليلي لإنه يناسب واقع الدراسة، وتم تصميم استبانة تضمت (62) فقرة موزعة على محورين وستة مجالات فرعية، وتمتعت الاستبانة بدرجة ثبات مناسبة للدرجة الكلية لجودة الخدمة المصرفية لدى البنك الاسلامي العربي حيث بلغت حوالي (0.97)، ولمحور رضا العملاء لدى البنك الإسلامي العربي (0.95). وتكوّن مجتمع الدراسة من جميع أصحاب المشروعات الصغيرة والمتوسطة والذين حصلوا على تمويل لمشروعاتهم من البنك الإسلامي العربي في محافظة رام الله والبيرة البالغ عددهم (875)، واجريت عليهم هذه الدراسة، وتم استخدام اسلوب العينة بالطريقة العشوائية المنتظمة، وتم توزيعها على (260) عميل من الحاصلين على تمويل لمشروعاتهم الصغيرة والمتوسطة من البنك الاسلامي العربي.
وتبين من نتائج الدراسة أن الدرجة الكلية لمستوى جودة الخدمة المصرفية في المصارف الإسلامية الفلسطينية كانت مرتفعة بمتوسط حسابي كلي (4.26) وبدرجة تقدير كبيرة جداً، وكانت الدرجة الكلية لمحور رضا العملاء لدى البنك الاسلامي العربي كانت مرتفعة بمتوسط حسابي كلي (4.27) وبدرجة تقدير كبيرة جداً، وتبين وجود علاقة معنوية عند مستوى (0.05a≤) بين مستوى جودة الخدمات المصرفية وبين رضا العملاء لدى المصارف الاسلامية، كذلك وجود تأثيرات معنوية عند مستوى الدلالة (0.05a≤) لمستوى جودة الخدمات المصرفية تبعاً لأبعادها (بُعد الملموسية، بُعد الاعتمادية، بُعد الأمان، بُعد السرية، بُعد الاستجابة السريعة، بُعد التعاطف) على رضا العملاء لدى المصارف الاسلامية، كما تبين عدم وجود فروق معنوية عند مستوى الدلالة الإحصائية (0.05a≤) في آراء المبحوثين حول مستوى جودة الخدمات المصرفية وعلاقتها برضا العملاء من أصحاب المشروعات الصغيرة والمتوسطة في المصارف الإسلامية الفلسطينية لمتغيرات (الجنس، والمؤهل العلمي، وفرع البنك، ورأس مال المشروع، ونشاط المشروع).
واوصت الدراسة بزيادة الاهتمام بالتقنيات التكنولوجية الحديثة الخاصة بتقديم الخدمات المصرفية والعمل على تطويرها باستمرار، في سبيل تسهيل التواصل مع العملاء، وتضمن سرعة الاستجابة وتقديم الخدمات المصرفية، والعمل على قياس جودة الخدمات المقدمة من البنك الاسلامي العربي بصورة منتظمة، وذلك باستخدام أساليب قياس مختلفة بهدف إعطاء إدارة البنك مؤشراً عن التطور في مستوى جودة الخدمات المقدمة من وجهة نظر العملاء، كذلك تعزيز اهتمام إدارة البنك الاسلامي العربي في بناء الثقة مع العملاء، والاستماع لشكاويهم وحل مشكلاتهم، من خلال توفير وحدة للشكاوي الالكترونية، والعمل على زيادة اهتمام إدارة البنك بالعمل على تخفيض تكاليف الحصول على الخدمات المصرفية الخاصة بالمشاريع الصغيرة والمتوسطة بصورة مستمرة، واخيراً تعزيز الجهود التسويقية الخاصة بتطوير الوعي بالخدمات المصرفية التي يقدمها البنك الاسلامي العربي لعملاءه، من خلال وسائل تسويقية متنوعة وبروشورات دعائية عن الخدمات المقدمة لتوضيح شروطها وآلية الحصول عليها، كذلك الاستفادة من وسائل التواصل الاجتماعي والهواتف الذكية في عملية التسويق.
The aim of this study was to determine the quality of banking services and its relationship with customer satisfaction at the Arab Islamic Bank. To achieve the study objectives, a descriptive-analytical approach was used as it suited the study's context. A questionnaire was designed, consisting of 62 items distributed across two axes and six sub-domains. The questionnaire exhibited an appropriate level of reliability for the overall degree of quality of banking services at the Arab Islamic Bank, with a coefficient of approximately 0.97, and for the customer satisfaction axis, with a coefficient of 0.95. The study population consisted of all small and medium-sized project owners who received funding for their projects from the Arab Islamic Bank in the Ramallah and Al-Bireh Governorate, totaling 875 individuals. The study was conducted on a sample of 260 clients who obtained funding for their small and medium-sized projects from the Arab Islamic Bank, using a systematic random sampling method. The study results indicated that the overall level of quality of banking services in Palestinian Islamic banks was high, with an overall mean score of 4.26, indicating a very high rating. Similarly, the overall level of customer satisfaction at the Arab Islamic Bank was high, with an overall mean score of 4.27, also indicating a very high rating. A significant relationship was found at a significance level of (a≤0.05) between the level of quality of banking services and customer satisfaction in Islamic banks. Furthermore, significant effects were found at a significance level of (a≤0.05) for the level of quality of banking services, based on its dimensions (tangibility, reliability, security, confidentiality, responsiveness, empathy), on customer satisfaction in Islamic banks. Moreover, no significant differences were found at a statistical significance level of (a≤0.05) in the opinions of the respondents regarding the level of quality of banking services and its relationship with customer satisfaction among small and medium-sized project owners in Palestinian Islamic banks in terms of variables such as gender, educational qualification, bank branch, project capital, and project activity. The study recommended increasing focus on modern technological techniques for delivering banking services and continuous development to facilitate communication with customers, ensure prompt responsiveness, and provide banking services. It also emphasized the regular measurement of the quality of services provided by the Arab Islamic Bank using various measurement methods, aiming to provide the bank's management with an indicator of the development of service quality from the customers' perspective. Additionally, it advised enhancing the Arab Islamic Bank's management focus on building trust with customers, listening to their complaints, and resolving their issues by establishing an electronic complaints unit. The study also suggested continuous efforts to reduce the costs of obtaining banking services for small and medium-sized projects and strengthening marketing efforts to raise awareness among customers about the banking services provided by the Arab Islamic Bank through diverse marketing channels and promotional brochures clarifying the service conditions and procedures for obtaining them. Furthermore, it recommended utilizing social media and smartphones in the marketing process.
The aim of this study was to determine the quality of banking services and its relationship with customer satisfaction at the Arab Islamic Bank. To achieve the study objectives, a descriptive-analytical approach was used as it suited the study's context. A questionnaire was designed, consisting of 62 items distributed across two axes and six sub-domains. The questionnaire exhibited an appropriate level of reliability for the overall degree of quality of banking services at the Arab Islamic Bank, with a coefficient of approximately 0.97, and for the customer satisfaction axis, with a coefficient of 0.95. The study population consisted of all small and medium-sized project owners who received funding for their projects from the Arab Islamic Bank in the Ramallah and Al-Bireh Governorate, totaling 875 individuals. The study was conducted on a sample of 260 clients who obtained funding for their small and medium-sized projects from the Arab Islamic Bank, using a systematic random sampling method. The study results indicated that the overall level of quality of banking services in Palestinian Islamic banks was high, with an overall mean score of 4.26, indicating a very high rating. Similarly, the overall level of customer satisfaction at the Arab Islamic Bank was high, with an overall mean score of 4.27, also indicating a very high rating. A significant relationship was found at a significance level of (a≤0.05) between the level of quality of banking services and customer satisfaction in Islamic banks. Furthermore, significant effects were found at a significance level of (a≤0.05) for the level of quality of banking services, based on its dimensions (tangibility, reliability, security, confidentiality, responsiveness, empathy), on customer satisfaction in Islamic banks. Moreover, no significant differences were found at a statistical significance level of (a≤0.05) in the opinions of the respondents regarding the level of quality of banking services and its relationship with customer satisfaction among small and medium-sized project owners in Palestinian Islamic banks in terms of variables such as gender, educational qualification, bank branch, project capital, and project activity. The study recommended increasing focus on modern technological techniques for delivering banking services and continuous development to facilitate communication with customers, ensure prompt responsiveness, and provide banking services. It also emphasized the regular measurement of the quality of services provided by the Arab Islamic Bank using various measurement methods, aiming to provide the bank's management with an indicator of the development of service quality from the customers' perspective. Additionally, it advised enhancing the Arab Islamic Bank's management focus on building trust with customers, listening to their complaints, and resolving their issues by establishing an electronic complaints unit. The study also suggested continuous efforts to reduce the costs of obtaining banking services for small and medium-sized projects and strengthening marketing efforts to raise awareness among customers about the banking services provided by the Arab Islamic Bank through diverse marketing channels and promotional brochures clarifying the service conditions and procedures for obtaining them. Furthermore, it recommended utilizing social media and smartphones in the marketing process.
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Citation
نادي، حمزه محمود. (2023). جودة الخدمات المصرفية وعلاقتها برضا العملاء في البنك الإسلامي العربي
[رسالة ماجستير منشورة، جامعة القدس، فلسطين]. المستودع الرقمي لجامعة القدس. https://arab-
scholars.com/dbc2b4