تقييم جودة الخدمة المصرفية في فرعي مصرف الرافدين/ الخضراء والمعرفة: دراسة مقارنة

المؤلفون

  • لؤي ناصر جبر

الكلمات المفتاحية:

جودة الخدمة، ابعاد جودة الخدمة، فجوة جودة الخدمة

الملخص

       هدف هذا البحث الى التعرف على مدى التزام بعض فروع مصرف الرافدين بملموسية وموثوقية واستجابة وضمان وتعاطف مع الزبائن عند تقييم جودة الخدمة المدركة، وفي ضوء زيارة الباحث الميدانية لفروع المصرف وجد ان المصرف المبحوث لا يقوم بتوفير المعدات الحديثة مثل أجهزة الصراف الآلي(ATM) ، ولا توجد استجابة للرد على الزبائن فضلا يبقى الزبائن لمدة طويلة الى ان يتم تلبية الطلب وهذه هي مشكلة البحث، واتت أهمية البحث لتحقيق جودة الخدمة المدركة بما يتناسب مع توقعات او حاجات الزبائن لتحقيق رضا الزبائن للحفاظ على الزبائن الحاليين وكسب المزيد، وتم اختيار فرعي مصرف الرافدين/ الخضراء والمعرفة وتم اخذ اراء زبائن الفرعين البالغة(90) عينة للبحث وتم استعمال الاستبانة لقياس جودة الخدمة بمعادلة تحليل الفجوة بين ادراكات وتوقعات الزبائن، ويعد مصرف الرافدين احدى مصارف القطاع العام المتميزة مما يجب علية ان يحقق رضا الزبائن عن طريق تطبيق ابعاد جودة الخدمة وتحقيق الولاء لدى الوزارات او المنظمات التي وضعت شمولية موظفيها لدى مصرف الرافدين، ومن ثَمَّ يتم تحقيق زيادة الزبائن نحو المصرف المبحوث.

    وتوصل هذا البحث إلى جملة من الاستنتاجات والتوصيات أبرزها هناك ضعف بالاستجابة للزبائن وعدم وجود سرعة الأداء لحل مشكلة الزبائن لذلك ظهرت التوصيات بضرورة وضع موظفين لتلبية احتياجات الزبائن عند وصول الزبائن للمصرف وزيادة المرونة والابداع لدى الموظفين لتلبية رغبات وحاجات الزبائن المختلفة ومتابعة الزبائن واستماع اراءهم وذلك لتشخيص الضعف في جودة الخدمة المدركة والقيام بمعالجتها

المراجع

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التنزيلات

منشور

2024-06-10

كيفية الاقتباس

لؤي ناصر جبر. (2024). تقييم جودة الخدمة المصرفية في فرعي مصرف الرافدين/ الخضراء والمعرفة: دراسة مقارنة. المجلة العراقية للعلوم الادارية, 18(74), 291–316. استرجع في من https://mail.journals.uokerbala.edu.iq/index.php/ijas/article/view/1865