The Impact of Banking Service Quality on Customer Satisfaction in Syrian Agricultural Banks: A Case Study of the Agricultural Cooperative Bank in Al-Hasakah

Abstract

This research aims to analyze the impact of the dimensions of banking service quality (tangibility, reliability, responsiveness, empathy, and assurance) on customer satisfaction in Syrian agricultural banks, with a case study of the Agricultural Cooperative Bank in Al-Hasakah. The study adopts a descriptive-analytical approach. The purposive random sample consisted of 60 long-term customers of the bank under study. Data were analyzed using SPSS through several statistical methods, including means, standard deviations, regression analysis, correlation, and reliability coefficients.
The study concluded that the overall level of customer satisfaction was low (overall mean =2.08). The quality dimensions showed low levels for responsiveness and empathy, a moderate level for reliability, a high level for tangibility, and a very high level for assurance. Regression analysis results indicated that the five quality dimensions explained a significant proportion of the variance in customer satisfaction (65%). The study revealed a statistically significant impact of the banking service quality dimensions on customer satisfaction at the Agricultural Cooperative Bank in Al-Hasakah. The most influential dimension was "empathy" (B = 0.78), followed by "reliability" and "responsiveness", while "assurance" had no statistically significant effect.
The research recommends improving the physical environment, enhancing time commitment, training staff in responsiveness skills, and effectively strengthening the empathy dimension to support customer satisfaction.