Client relationship management in banking: A case of emerging market

Abstract

The aim of this study is to identify the level of gap extended between management perceptions of clients’ expectations, and clients’ expectations for service quality dimensions in the Jordanian commercial banks. The study also investigates the impact of combined service quality dimensions (tangibility, reliability, responsiveness, assurance, empathy, and online services) on management’s and clients’ expectations. In order to achieve the objectives of the study, a quantitative study was conducted and a convenience sampling was taken by distributing questionnaires to commercial bank managements and clients during the period of 2018–2019. In total, the researchers had: 362 clients and 168 managers. The study findings were analyzed by using the statistical packages for social sciences (SPSS Statistics V22.0). After testing the hypotheses using various techniques, it was found that there is a difference between management perceptions of clients’ expectations and clients’ expectations of service quality dimensions (tangibility, reliability, responsiveness, assurance, empathy, and online services). Also, it found that combined service quality dimensions as independent variables have a significant impact on management perceptions of clients’ expectations and clients’ expectations of service quality dimensions as dependent variables.