Customer comfort as a marketing construct in the relationship between the dimensions of quality banking services and customer satisfaction A case study of the local bank clients in Jazan region

Abstract

The purpose of the study is to identify the impact of customers' comfort on the quality dimensions of banking services of local banks in Jazan, Saudi Arabia. Further, to examine the relationship between quality levels of banking services and customers satisfaction from the customers' point of view. To achieve these objectives, a structured questionnaire was designed and distributed to a random sample of 400 customers of local banks in Jazan region. 275 responses were found valid for statistical malysis. Chi-square (chi2), regression analyus and Sobel test were performed to analyze the correlation between the variables of the study. The results showed that customers comfort influenced the quality dimensions of banking in the following order interactive, physical, functional and family dimensiom. This study abo revealed that customer comfort as the dependent variable has significant effect on the relationship between the quality dimensions and customer satisfactions Based on the findings of the resuln, this study concludes with a set of recommendations