اثر جودة الخدمة البنكية في كسب رضا الزبائن

Abstract

This study aims to assess the level of banking service quality and examine its impact on customer satisfaction at Société Générale Bank, Aïn Témouchent branch. To achieve the objectives of the study, a questionnaire was distributed to a sample of 60 customers of the bank under study. All collected questionnaires were deemed valid for analysis. A set of statistical methods was employed to analyze and process the data using SPSS V26, in order to obtain results and test the proposed research hypotheses. The findings revealed that the dimensions of banking service quality have a significant effect on customer satisfaction. The strongest impact was observed in the dimensions of trust and empathy. In contrast, tangibility, reliability, and responsiveness did not show a significant effect. This indicates that customer satisfaction depends largely on the bank’s ability to build trust and address customers’ personal needs