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The Study of Service Quality in Libyan Commercial Banks

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The Study of Service Quality in Libyan Commercial Banks University of Huddersfield Repository Elmadani, Mohamed The Study of Service Quality in Libyan Commercial Banks Original Citation Elmadani, Mohamed (2015) The Study of Service Quality in Libyan Commercial Banks. Doctoral thesis, University of Huddersfield. This version is available at http://eprints.hud.ac.uk/id/eprint/28323/ The University Repository is a digital collection of the research output of the University, available on Open Access. Copyright and Moral Rights for the items on this site are retained by the individual author and/or other copyright owners. Users may access full items free of charge; copies of full text items generally can be reproduced, displayed or performed and given to third parties in any format or medium for personal research or study, educational or not-for-profit purposes without prior permission or charge, provided: • The authors, title and full bibliographic details is credited in any copy; • A hyperlink and/or URL is included for the original metadata page; and • The content is not changed in any way. For more information, including our policy and submission procedure, please contact the Repository Team at: [email protected]. http://eprints.hud.ac.uk/ The Study of Service Quality in Libyan Commercial Banks Mohamed Ammar Elmadani A thesis submitted to the University of Huddersfield in partial fulfilment of the requirements for the degree of Doctor of Philosophy The University of Huddersfield Business School August 2015 i ABSTRACT Banking services are perhaps the largest industry that caters to -the needs of various segments of the population reflecting the diverse Diasporas of the society. Moreover perceived service quality tends to play a significant role in high involvement (high, interaction between customers and service providers) industries like banks. Also, banks often have long-term business relationships with customers. In addition, the banking sector is large enough to capture and represent almost all the critical features of the customer-perceived service quality and the critical dimensions of excellence that the management may have to encounter, in order to effectively manage a service organisation. However, there is considerable lack of literature with respect to service industry management, especially in the banking industry of developing economies. Therefore an analysis of banks in the Libya from a 'service-quality perspective' may sound interesting at this juncture. Such an investigation is vital for the bankers in order to enhance their business performance. Service quality plays an important role in the success of any organization generally but especially in the banking sector. This importance increased after a link was found between service quality and customer satisfaction, customer loyalty and financial performance. In the Libyan economy, the banking sector is one of the most important. Its significance increased after the 2003 lifting of the United Nations sanction. This was followed by entry to the sector of a number of domestic and multinational firms. Despite this increased competition, domestic banks are still widely considered to suffer from low levels of service quality. Therefore, the main purpose of this study is to examine and compare expectations and perceptions from customers and bankers regarding the service quality provided by the commercial public and private banks in Libya. After an extensive review of the extant literature related to the Parasurman, Berry and Zeithaml (1985) Gap Model and the use of the SERVQUAL instrument to measure service quality, this study found that there was a gap in the literature regarding empirical research using the extended Gap Model to evaluate service quality in the banking sector. Therefore, the extended Gap Model has been used to examine service quality in Libyan commercial banks and SERVQUAL used to measure the service gaps.The resulting ii instrument is intended to help these banks to measure their service quality and focus on the service quality dimensions of most importance to their customers. It is also expected that this instrument, and its results, will contribute to future research into service quality. Both questionnaires and semi-structured interviews were employed to fulfil the study objectives. The questionnaire aimed to investigate the implementation of service quality in the Libyan banks sector, while, semi-structured interviews with managers aimed to gain an understanding of themes which had emerged from the questionnaire. The findings of the present study have produced some important results. Firstly, there are significant differences between the Libyan private and public banking sectors in terms of customer and bankers' standpoints of service quality. Secondly, customers' expectations of banks services were higher in the private banks than in the public banks. Thirdly, customers' perceptions of the banks services were higher in the public banks compared with the private banks. Forthly, the gap between customers' expectations and perceptions of services provided by public and private banks is generally widest in public banks in the majority of the 22 items. Fifthly, employees' perceptions of customers' expectations in both banks had high scores in the bank's service quality. Finaly, the results also show that the interviews provided another layer of information that contributed extremely well to the overall understanding of the service quality in Libyan commercial banks. The study has made an original contribution to the academic and practical knowledge of service quality.This study contributes to the understanding of service quality in terms of the Libyan banking context. The added value of this study emanates from the fact the research was conducted in Libya (a developing country with an extremely limited amount of service quality research conducted therein), and the fact it measured and assessed the service quality in both Libyan private and public banking sectors which form, along with the central bank, the entire Libyan banking system. Key Words: Service quality, public banking sector, private banking sector, Libya, service quality measurement. iii ACKNOWLEDGEMENT I thank Allah (God), the Most Compassionate the Most Merciful who made the accomplishment of this study possible. This thesis is the result of four years of work through which I have been accompanied and supported by many people. It is pleasing to me that I have now the opportunity to express my appreciation to all of them. Now that I have the opportunity to express my gratitude to all of them, first and foremost I would like to state how indebted and grateful I am to my direct supervisors, Howard Jackson and Mohammed Mirza. Their wide knowledge and logical way of thinking have been of great value to me. Their guidance, encouragement, support and invaluable professional advice have had an enormous impact on my thesis. I have known them as compassionate and principled persons. Their enthusiasm and ability to perceive links in my research has made a deep impression on me. Their continued support and encouragement have kept me going over the last four years and I owe them much gratitude for having shown me this way of research. I would like to acknowledge all the kindness and support I received from many members of the academic and administrative staff at the Business School of the Huddersfield University. A big thanks also goes to all my colleagues in the research suite at the Huddersfield Business School for their support and encouragement to complete this research. My grateful thanks and gratitude go to the staff of Libyan Commercial Banks for their help. I also acknowledge all respondents who took the trouble to meet me and complete the questionnaire and offer data, suggestions and contributions during my data collection journey in Libya. Finally, I would like to express my indebtedness and deep gratitude to my mother, father, wife, brothers and sisters for their sacrifices, prayers and patience during the period of this study, and also all relatives and friends who encouraged me to achieve this aim. iv DECLARATION I declare that the work in this thesis was carried out in accordance with the regulations of the University of Huddersfield and is original except where indicated by specific reference in the text. No part of the thesis has been submitted as part of any other academic award. The thesis has not been presented to any other education institution in the United Kingdom or overseas. Any views expressed in the thesis are those of the author and in no way represent those of the University. Signed: Mohamed Elmadani Date: 05August 2015 v DEDICATION In the name of Allah most gracious most merciful To my Father Who is my first mentor To my Mother Who always inspires me with her prayer, love and wisdom To my Wife For her love, patience and sharing me every moment during this work without her, it would have been impossible for me to finish this work To my Brothers and Sisters Who supported and encouraged me during my PhD journey vi TABLE OF CONTENTS ABSTRACT ................................................................................................................................................ ii ACKNOWLEDGEMENT ............................................................................................................................ iv DECLARATION ......................................................................................................................................... v DEDICATION ..........................................................................................................................................
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