Essays on Service Quality in the Jordanian Banking Research Proposal

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The paper "Service Quality in Jordanian Banking" is a perfect example of a marketing research proposal. Purpose: The study looks to determine whether the six demographic factors experiences mean differences between the perceptions of service quality in the banking sector. Methodology: Data was collected from the distribution of questionnaires based on which ANOVA and post-hoc Tukey tests were performed on six demographic variables (gender, age, occupation, income, education and religion) so that perception of service quality on the banking sector can be identified. Findings: There exist no differences based on gender, income or education but the difference in perception exist based on religion, age and occupation. Limitations: Several demographic groups were under-represented in the research Practical Implications: The research will help to attract and target people from specific demographics Originality and Value: This is the first studies which will look to examine the manner in which demographic factors have an impact on the perception of quality service within the Jordanian banking system. Keywords: Service quality, Jordan, banks Introduction The quality of service within the banking sector has proliferated over the last decade (Titko et al. , 2012; Chaker and Jabnoun, 2010).

While there is no predetermined definition of service as it varied from one person to another but aims towards an overall assessment of a particular service by a customer and determines the extent to which the customer expectation and satisfaction is met (Saghier and Nathan, 2013). This thereby looks to encompass both the perception and expectation of people. The banking sector which works in the service industry has been confronted with the task of understanding the different perception and expectations of the customer so that service standard can be developed accordingly (Titko et al. , 2012; Saghier and Nathan, 2013).

Different multi-dimensional measures have been used previously to understand the service quality needs, attitudes and perceptions, including SERVQUAL, Carter and BSQ (Saghier and Nathan, 2013). The different measures have its applicability in the Islamic banking industry and can be applied in the Jordanian banking system so that the different demographic factors and the impact it has on the service perception can be understood (Askari, Iqbal, & Mirakhor, 2009; Miani & Daradkah, 2008) Jordan has witnessed a growth in the banking sector which has intensified competition and understanding the different service quality perceptions which have an impact on the banking sector needs to be understood.

This requires that banks need to identify the different parameters and develop their strategies so that customers can be attracted and retained in the competitive environment (Mualla, 2011). Studies in the same direction bring forward the fact that demographic factors such as gender, marital status, income, age, occupation, and education have an impact on service quality measures with respect to banking (Balaji and Baabu, 2012; Gupta and Bansal, 2011).

The research thereby concentrates and looks at evaluating the manner in which the different demographic factors have an impact on customers using the banking services in Jordan. To evaluate the manner in which demographics have an impact on service perception the research will specifically look at factors like age, gender, religion, income, education, and employment status so that the impact it has on the banking sector can be identified.


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