The Relation between Quality Level of Banking Services and Marketing Performance Indicators: An Applied Study of a Sample of Saudi Banks Operating in Qassim Region

Abstract

This research aimed to determine the relationship between quality level of banking services and the marketing performance of Saudi banks in Qassim Region , using the descriptive analytical method, based on primary data collected through responses to questionnaires that were distributed to 300 individuals at all administrative levels. The results of the study showed that most officials within the Saudi banks in Qassim Region are of the view that banking services are fairly Weak, and that there are no differences among their views which can be related to the administrative level (senior management, middle management and supervisory management). The study also showed that availability of the physical tangible facilities ranks first, safety considerations come in second place, interest of the bank customer in third place, responding to client requests comes fourth, and finally the reliance of customers on their bank to get the service ranks fifth. Finally, the study findings proved that there is a statistical significant relationship among each of the speed in responding to customer requests (response dimension) and the customer's feeling of safety (security dimension) and the availability of the physical tangible facilities (physical dimension) and the attention of customers interests (empathy dimension) and the reliance of customer on the bank (reliability dimension) as independent variables and marketing performance indicators of the investigated Saudi banks as the dependent variable, and this differs from a variable to another.