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ﺍﻫـﺘﻡ ﺍﻟﻌﺩﻴـﺩ ﻤﻥ ﺍﻟﺒﺎﺤﺜﻴﻥ ﺒﺩﺭﺍﺴﺔ ﺍﻟﺠﻭﺍﻨﺏ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻤﻥ ﺤﻴﺙ
ﻤﻔﻬﻭﻤﻬـﺎ ﻭﻤﺤﺩﺩﺍﺘﻬﺎ ﻭﺃﺒﻌﺎﺩﻫﺎ ﻭﻁﺭﻕ ﻗﻴﺎﺴﻬﺎ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻤﻘﺩﻡ ﺍﻟﺨﺩﻤﺔ )ﺍﻟﺒﻨﻙ( ﻭﺒﻴﻥ
ﺍﻟﻤﺴﺘﻔﻴﺩ ﻤﻨﻬﺎ )ﻋﻤﻼﺀ ﺍﻟﺒﻨﻙ -ﺍﻟﻤﻌﺘﻤﺩ( ﻭﺫﻟﻙ ﺒﻬﺩﻑ ﺭﻓﻊ ﻤﺴﺘﻭﻯ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﺘﺘﻨﺎﺴﺏ ﻤﻊ
ﺃﻭ ﺘـﺯﻴﺩ ﻋـﻥ ﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻼﺀ .ﺇﻥ ﺍﻟﻬﺩﻑ ﺍﻟﺭﺌﻴﺱ ﻤﻥ ﻫﺫﺍ ﺍﻟﺒﺤﺙ ﻫﻭ ﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ ﻗﻴﺎﺱ ﺠﻭﺩﺓ
ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤﺼـﺭﻓﻴﺔ ﻓﻲ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﺤﻴﺙ ﺘﻬﺘﻡ ﻫﺫﻩ ﺍﻟﺒﻨﻭﻙ ﺒﺭﻓﻊ ﻤﺴﺘﻭﻯ ﺠﻭﺩﺓ
ﺨﺩﻤﺎﺘﻬﺎ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻠﻌﻤﻼﺀ.
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﻭﻟﻘﺩ ﺃﺩﻯ ﻋﻘﺩ ﻤﺅﺘﻤﺭ ﻤﺩﺭﻴﺩ ﺃﻜﺘﻭﺒﺭ ﻋﺎﻡ 1991ﻭﺘﻭﻗﻴﻊ ﺇﻋﻼﻥ ﺍﻟﻤﺒﺎﺩﻱﺀ ﺴﺒﺘﻤﺒﺭ 1991
ﺇﻟﻰ ﺤﺩﻭﺙ ﺘﻐﻴﻴﺭ ﺠﻭﻫﺭﻱ ﻓﻲ ﺍﻟﺠﻬﺎﺯ ﺍﻟﻤﺼﺭﻓﻲ ﺍﻟﻔﻠﺴﻁﻴﻨﻲ ﺤﻴﺙ ﺍﻋﺘﺒﺭ ﻋﺎﻡ 1994ﻨﻘﻁﺔ ﺍﻨﻁﻼﻗﺔ
ﻼ )ﺍﻟﻔﻠﻴﺕ (2004،ﺤﻴﺙ ﺒﻠﻎ
ﺤﻘﻴﻘـﻴﺔ ﺤﻴـﺙ ﺍﺼﺒﺢ ﺍﻟﺠﻬﺎﺯ ﺍﻟﻤﺼﺭﻓﻲ ﺍﻟﻔﻠﺴﻁﻴﻨﻲ ﻭﻷﻭل ﻤﺭﺓ ﻤﺘﻜﺎﻤ ﹰ
ﻋـﺩﺩ ﺍﻟﺒـﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻓﻠﺴﻁﻴﻥ ﻓﻲ ﻋﺎﻡ 22) 2003ﺒﻨﻜﺎ( ﻤﻨﻬﺎ ) 10ﺒﻨﻭﻙ( ﻭﻁﻨﻴﺔ 11) ،ﺒﻨﻙ
ﻋﺭﺒـﻲ( ﻤﺎ ﺒﻴﻥ ﺒﻨﻭﻙ ﺃﺭﺩﻨﻴﺔ ﻭﻤﺼﺭﻴﺔ ،ﻭ ) (1ﺃﺠﻨﺒﻲ ) ﺴﻠﻁﺔ ﺍﻟﻨﻘﺩ ﺍﻟﻔﻠﺴﻁﻴﻨﻴﺔ .(2004 ،ﻭﺒﻠﻐﺕ
ﺸـﺒﻜﺎﺕ ﻭﻓـﺭﻭﻉ ﻭﻤﺭﺍﻜﺯ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺭﺌﻴﺴﻴﺔ ) (131ﻓﺭﻋﹰﺎ ﻤﻨﻬﺎ ) (35ﻓﺭﻋﹰﺎ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﻭ)(96
ﻓـﺭﻋﹰﺎ ﻓﻲ ﺍﻟﻀﻔﺔ ﺍﻟﻐﺭﺒﻴﺔ ﻭﻴﻤﻜﻥ ﺘﻘﺴﻴﻡ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻓﻠﺴﻁﻴﻥ ﺤﺴﺏ ﺠﻨﺴﻴﺘﻬﺎ ﺇﻟﻰ ) (10ﺒﻨﻭﻙ
ﻭﻁﻨﻴﺔ ﻫﻲ :ﻓﻠﺴﻁﻴﻥ ﺍﻟﻤﺤﺩﻭﺩ ،ﺍﻟﺘﺠﺎﺭﻱ ﺍﻟﻤﺼﺭﻱ ،ﺍﻻﺴﺘﺜﻤﺎﺭ ﺍﻟﻔﻠﺴﻁﻴﻨﻲ ،ﺍﻹﺴﻼﻤﻲ ﺍﻟﻌﺭﺒﻲ ،ﺍﻟﻘﺩﺱ
ﻟﻠﺘﻨﻤﻴﺔ ﻭﺍﻻﺴﺘﺜﻤﺎﺭ ،ﻓﻠﺴﻁﻴﻥ ﺍﻟﺩﻭﻟﻲ ،ﺍﻹﺴﻼﻤﻲ ﺍﻟﻔﻠﺴﻁﻴﻨﻲ ،ﺍﻷﻗﺼﻰ ﺍﻹﺴﻼﻤﻲ ،ﺍﻟﻌﺭﺒﻲ ﺍﻟﻔﻠﺴﻁﻴﻨﻲ
ﻟﻼﺴـﺘﺜﻤﺎﺭ ،ﺒﺸﺒﻜﺔ ﻓﺭﻭﻉ ﻗﺩﺭﻫﺎ ) (50ﻓﺭﻋﺎﹰ (11) ،ﺒﻨﻙ ﺃﺭﺩﻨﻲ ﺒﺸﺒﻜﺔ ﻓﺭﻭﻉ ) (88ﻓﺭﻋﹰﺎ ،ﺒﻨﻜﺎﻥ
ﻤﺼـﺭﻴﺎﻥ ﻭﻟﻬﻤﺎ ) (8ﻓﺭﻭﻉ )ﺃﺒﻭ ﻤﻌﻤﺭ .(2002 ،ﻭﻟﻘﺩ ﺒﻠﻎ ﺤﺠﻡ ﻭﺩﺍﺌﻊ ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﻋﺎﻡ )(2003
ﺤﻭﺍﻟﻲ ) (3.624ﻤﻠﻴﺎﺭ ﺩﻭﻻﺭ ﻭﺒﻠﻎ ﺍﻟﻤﺴﺘﺜﻤﺭ ﻤﻨﻪ ﺤﻭﺍﻟﻲ ) (1.072ﻤﻠﻴﺎﺭ ﺩﻭﻻﺭ ،ﻭﻋﻠﻴﻪ ﻓﺈﻥ ﺤﺠﻡ
ﺍﻟﺘﺴـﻬﻴﻼﺕ ﺇﻟـﻰ ﺍﻟﻭﺩﺍﺌـﻊ ﺃﻗل ﻤﻥ %30ﺍﻷﻤﺭ ﺍﻟﺫﻱ ﻴﺠﻌل ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻓﻠﺴﻁﻴﻥ ﺘﻬﺘﻡ ﺃﻜﺜﺭ
ﺒﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ
ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻓﻲ ﺍﻟﺒﻨﻭﻙ:
ﺘﻌﺘـﺒﺭ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻤﻥ ﺍﻷﺴﺎﺴﻴﺎﺕ ﺍﻟﺘﻲ ﺘﺴﺒﻕ ﺇﺭﻀﺎﺀ ﺍﻟﻌﻤﻼﺀ ﻭﻓﻲ ﺍﻟﻤﻘﺎﺒل ﻓﺈﻥ ﺭﻀﻰ
ﺍﻟﻌﻤﻼﺀ ﻴﺅﺜﺭ ﻋﻠﻰ ﻗﺭﺍﺭ ﺍﻟﺸﺭﺍﺀ ﺍﻟﻤﺴﺘﻘﺒﻠﻲ ﻟﻠﻌﻤﻴل ﻭﺇﺩﺭﺍﻜﻪ) .(Cronin and Taylor:1992ﻜﺫﺍﻙ
ﻓـﺈﻥ ﺠـﻭﺩﺓ ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤﺼـﺭﻓﻴﺔ ﺘﻌﺘـﺒﺭ ﺸـﺭﻁﺎ ﺃﺴﺎﺴـﻴﺎ ﻻﺸﺒﺎﻉ ﺭﻏﺒﺔ ﺍﻟﻌﻤﻴل ﻭﻟﻼﺤﺘﻔﺎﻅ ﺒﻪ
).(Howcroft,1991; Cronin and Taylor,1992; Taylor and Baker,1994
ﺃﻀـﻑ ﺇﻟـﻰ ﺫﻟﻙ ﻓﺈﻨﻪ ﺒﺴﺒﺏ ﻤﺸﺎﻜل ﺍﻟﺠﻭﺩﺓ ﺘﻡ ﺘﺤﻭﻴل %40ﻤﻥ ﺍﻟﻌﻤﻼﺀ ﺇﻟﻰ ﻤﺅﺴﺴﺎﺕ ﻤﺼﺭﻓﻴﺔ
(Grubbs ﺃﺨـﺭﻯ ﻓﻲ ﺍﻹﻤﺎﺭﺍﺕ ) (Raddon,1987ﻭ %25ﻤﻥ ﺤﺴﺎﺒﺎﺕ ﺍﻟﺒﻨﻭﻙ ﺘﻡ ﺇﻏﻼﻗﻬﺎ
) .and Reidenbech,1991ﻭﻟﻌـل ﺍﻟﺤﻔـﺎﻅ ﻋﻠﻰ ﺍﻟﻌﻤﻴل ﻟﻪ ﻤﺭﺩﻭﺩ ﺫﻭ ﺩﻻﻟﺔ ﻋﻠﻰ ﺭﺒﺤﻴﺔ ﺍﻟﺒﻨﻙ
) .(Newman and Cowling,1996ﻭﺒﺴـﺒﺏ ﺃﻫﻤـﻴﺔ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻜﻤﻴﺯﺓ ﺘﻨﺎﻓﺴﻴﺔ ﺃﺴﺎﺴﻴﺔ
ﺘﻜـﺎﺩ ﻻ ﺘﺠـﺩ ﻤﺼـﺭﻓﺎ ﻭﺍﺤﺩﺍ ﻻ ﻴﺤﺎﻭل ﺘﻁﻭﻴﺭ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﺘﻲ ﻴﻘﺩﻤﻬﺎ (Steriou and
) .Stavrinides,2000ﻭﻟﻘـﺩ ﺤﺩﺩ )(Parasuraman:1985ﻋﺸﺭﺓ ﺃﺒﻌﺎﺩ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻓﻲ ﻤﺠﺎل
ﺼـﻨﺎﻋﺔ ﺍﻟﺨﺩﻤـﺎﺕ ﻭﻫـﻲ :ﺍﻟﺘﺠﺴﻴﺩ ،ﺍﻷﻤﺎﻨﺔ ،ﺍﻻﺴﺘﺠﺎﺒﺔ ،ﺍﻟﻤﻨﺎﻓﺴﺔ ،ﺍﻟﻤﺠﺎﻤﻠﺔ ،ﺍﻟﻤﺼﺩﺍﻗﻴﺔ ،ﺍﻷﻤﻥ،
ﺍﻟﺤـﺭﻴﺔ ،ﺍﻻﺘﺼـﺎل ،ﻭﻓﻬﻡ ﺍﻟﻌﻤﻴل .ﻭﺒﻌﺩﻫﺎ ﻗﺎﻡ ) (Parasuraman:1988ﺒﺘﻁﻭﻴﺭ 22ﺒﻨﺩ ﻟﻘﻴﺎﺱ
ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ) (Servqualﺘﻤﺜل ﺨﻤﺴﺔ ﺃﺒﻌﺎﺩ ﻫﻲ:
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ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
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ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
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ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﻨﻅـﺭﻴﺔ ﺍﻟﻔﺠﻭﺓ )ﺍﻟﻔﺭﻕ ﺒﻴﻥ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻔﻌﻠﻴﺔ ﻭﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺘﻭﻗﻌﺔ( ﺤﻴﺙ ﻜﺎﻨﺕ ﻨﺘﺎﺌﺞ
ﺍﻟﻘﻴﺎﺱ ﻓﻲ ﻜﻠﺘﺎ ﺍﻟﺤﺎﻟﺘﻴﻥ ﺴﻠﺒﻴﺔ.
ﺤﺩﺍﺩ ﻭﺠﻭﺩﺓ2003 : -5
ﻗﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻓﻲ ﺍﻷﺭﺩﻥ ﺒﻬﺩﻑ ﺍﻟﺘﻌﺭﻑ
ﻋﻠـﻰ ﺩﻭﺍﻓﻊ ﺍﻟﻌﻤﻼﺀ ﻨﺤﻭ ﺍﻟﺘﻌﺎﻤل ﻤﻊ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻓﻲ ﺍﻷﺭﺩﻥ ﻭﻤﻌﺭﻓﺔ
ﻤـﺩﻯ ﺘﺄﺜـﻴﺭ ﺍﻟﻌﻭﺍﻤـل ﺍﻟﺩﻴﻤﻐﺭﺍﻓﻴﺔ ﻟﻠﻌﻤﻼﺀ ﻋﻠﻰ ﺩﺭﺠﺔ ﻭﻻﺌﻬﻡ ﻟﻬﺎ ﻭﻤﺩﻯ ﺘﺄﺜﺭ
ﺘﺠﺎﻩ ﺍﻟﻤﺼﺎﺭﻑ ﻤﻥ ﺤﻴﺙ :ﺍﻟﺩﻭﺍﻓﻊ ﺍﻟﺸﺨﺼﻴﺔ ،ﺴﻤﻌﺔ ﺍﻟﺒﻨﻙ ﺩﺭﺠـﺔ ﺍﻟـﻭﻻﺀ
ﺨﺩﻤﺎﺘﻪ ﺍﻟﻤﺼﺭﻓﻴﺔ .ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﻋﺩﻡ ﻭﻤﺭﻜـﺯﻩ ﺍﻟﻤﺎﻟﻲ ،ﻭﺠﻭﺩﺓ
ﻭﺠـﻭﺩ ﺍﺨﺘﻼﻓﺎﺕ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻓﻲ ﺩﺭﺠﺔ ﻭﻻﺀ ﺍﻟﻌﻤﻼﺀ ﺍﺘﺠﺎﻩ ﺍﻟﻤﺼﺎﺭﻑ
ﺘﻌﺯﻯ ﺇﻟﻰ ﺍﻟﺠﻨﺱ ﻭﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﺘﻌﻠﻴﻤﻲ ﻭﻁﺒﻴﻌﺔ ﺍﻟﻌﻤل ،ﻓﻲ ﺤﻴﻥ ﻴﻭﺠﺩ ﺍﺨﺘﻼﻓﺎﺕ
ﺫﺍﺕ ﺩﻻﻟـﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺩﺭﺠﺔ ﺍﻟﻭﻻﺀ ﻭﺍﻟﻌﻤﺭ ﻭﺍﻟﺩﺨل ﺍﻟﺸﻬﺭﻱ ،ﻜﻤﺎ ﺃﻅﻬﺭﺕ
ﺍﻟﻨـﺘﺎﺌﺞ ﻋﺩﻡ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﻤﺠﻤﻭﻋﺔ ﺍﻟﺩﻭﺍﻓﻊ ﺍﻟﺸﺨﺼﻴﺔ
ﺍﻟﺘـﻲ ﺘﺩﻋـﻭ ﺍﻟﻌﻤﻼﺀ ﻟﻠﺘﻌﺎﻤل ﻤﻊ ﺍﻟﻤﺼﺎﺭﻑ ﻭﺒﻴﻥ ﺩﺭﺠﺔ ﺍﻟﻭﻻﺀ ﻭﻭﺠﻭﺩ ﻋﻼﻗﺔ
ﺫﺍﺕ ﺩﻻﻟـﺔ ﺇﺤﺼـﺎﺌﻴﺔ ﺒﻴـﻥ ﺴﻤﻌﺔ ﺍﻟﻤﺼﺭﻑ ﻭﻤﺭﻜﺯﻩ ﺍﻟﻤﺎﻟﻲ ﻭﺠﻭﺩﺓ ﺨﺩﻤﺎﺘﻪ
ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﺒﻴﻥ ﻭﻻﺀ ﺍﻟﻌﻤﻼﺀ.
ﺜﺎﻨﻴ ﹰﺎ :ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻷﺠﻨﺒﻴﺔ:
1994:Avkiran -1
ﻟﻘـﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﺍﻟﺒﻨﻭﻙ ﺍﻷﺴﺘﺭﺍﻟﻴﺔ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻭﺍﻟﺒﺎﻟﻎ ﻋﺩﺩﻫﺎ ) (0ﺒﻨﻜﺎ( ﺘﻡ ﺍﺨﺘﻴﺎﺭﻫﺎ
ﺒﺸـﻜل ﻋﺸﻭﺍﺌﻲ ﻭﻗﺩ ﺘﻡ ﺘﻭﺯﻴﻊ ) (691ﺍﺴﺘﺒﺎﻨﺔ .ﻭﻗﺩ ﺘﻡ ﺍﺴﺘﺨﺩﺍﻡ ) (27ﻤﺘﻐﻴﺭ ﺜﻡ ﺘﻡ ﺘﺨﻔﻴﻀﻬﺎ ﻓﻲ
ﺍﻟﺩﺭﺍﺴـﺔ ﺇﻟـﻰ ) (17ﻤﺘﻐﻴﺭ ﻋﻥ ﻁﺭﻴﻕ ) (factor analysisﻭﻗﺩ ﺘﻭﺼﻠﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﺃﺒﻌﺎﺩ
ﺍﻟﺠﻭﺩﺓ ﻫﻲ :ﺴﻠﻭﻙ ﺍﻟﻤﻭﻅﻔﻴﻥ ،ﺍﻟﻤﺼﺩﺍﻗﻴﺔ ،ﺍﻻﺘﺼﺎل ﻭﺍﻟﻭﺼﻭل ﺇﻟﻰ ﺨﺩﻤﺔ ﺍﻟﺸﺒﺎﻙ.
1999:Stanley, and Tyler -2
ﻟﻘـﺩ ﺘﻤـﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺨﻼل ﻋﻤل ﻤﻘﺎﺒﻼﺕ ﻤﻊ ) (16ﺸﺭﻜﺔ ﺘﺠﺎﺭﻴﺔ ﺘﺘﻌﺎﻤل ﻤﻊ ﺍﻟﺒﻨﻭﻙ
ﻭﺘﻤـﺜل ﻋﺩﺓ ﻗﻁﺎﻋﺎﺕ ﺍﻗﺘﺼﺎﺩﻴﺔ ،ﻭﻤﻌﻅﻤﻬﻡ ﻟﻪ ﻋﻼﻗﺎﺕ ﻤﻊ ﺍﻟﺒﻨﻭﻙ ﻤﻨﺫ ﻓﺘﺭﺓ ﻁﻭﻴﻠﺔ ﺘﺼل ﺇﻟﻰ )(27
ﺴﻨﺔ .ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﻨﺘﺎﺌﺞ ﺍﻟﺘﺎﻟﻴــﺔ-:
ﺍﻟﻤﺼـﺩﺍﻗﻴﺔ :ﻭﻗـﺩ ﺜﺒﺕ ﺃﻥ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﻤﺼﺩﺍﻗﻴﺔ ﻤﻬﻡ ﺠﺩﹰﺍ ﻟﺯﻴﺎﺩﺓ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ •
ﺍﻟﻤﻘﺩﻤﺔ ﻟﻠﺯﺒﺎﺌﻥ.
81
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﻜـﺫﺍﻙ ﻓﻘـﺩ ﺨﻠﺼـﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺘﻘﺴﻴﻡ ﺭﻏﺒﺎﺕ ﺍﻟﺸﺭﻜﺎﺕ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻊ ﺍﻟﺒﻨﻭﻙ ﺇﻟﻰ •
ﻗﺴـﻤﻴﻥ :ﺨﺩﻤﺔ ﺘﻘﻨﻴﺔ ﻭﺨﺩﻤﺔ ﻭﻅﻴﻔﻴﺔ .ﻭﺘﺘﻤﺜل ﺍﻟﺨﺩﻤﺔ ﺍﻟﺘﻘﻨﻴﺔ ﻓﻲ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺒﺎﺸﺭﺓ ﻤﺜل
ﺘﻘﻠـﻴل ﺍﻷﺨﻁـﺎﺀ ،ﺍﻟﻤﻌﺭﻓﺔ ﺒﺎﻟﺨﺩﻤﺔ ﻭﺍﻟﺘﻭﻗﻴﺕ ﻓﻲ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺩﻭﻥ ﺍﻟﺭﺠﻭﻉ ﺇﻟﻰ ﺍﻟﺯﺒﻭﻥ
)ﺍﻟﺸـﺭﻜﺔ( ﺒﺎﻹﻀـﺎﻓﺔ ﺇﻟـﻰ ﺘﻘﻠﻴل ﺍﻟﺭﻭﺘﻴﻥ ﺍﻟﺘﻘﻠﻴﺩﻱ ﻓﻲ ﻋﻤﻠﻴﺔ ﺘﺼﺤﻴﺢ ﺍﻷﺨﻁﺎﺀ ﺍﻟﺘﻲ ﻗﺩ
ﺘﺤﺩﺙ .ﺃﻤﺎ ﺍﻟﺨﺩﻤﺔ ﺍﻟﺜﺎﻨﻴﺔ ﻓﻬﻲ ﺨﺩﻤﺔ ﻭﻅﻴﻔﻴﻪ ﻤﺜل :ﻓﻌﺎﻟﻴﺔ ﺍﻟﺒﻨﻙ ﺨﻼل ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ،ﺍﻟﺜﻘﺔ،
ﺍﻟﺸـﺭﺍﻜﺔ ،ﺍﻟﺭﻏـﺒﺔ ﻓـﻲ ﺍﻻﺘﺼﺎل ﺒﺄﻤﺎﻨﺔ ﻭﺍﻜﺘﻤﺎل ،ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﻓﻬﻡ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻴل
ﻭﺘﻘﺩﻴﺭ ﻤﻌﺭﻓﺘﻪ ﺍﻟﻌﺎﻟﻴﺔ.
Cuiﻭﺁﺨﺭﻭﻥ2003 : -3
ﻟﻘـﺩ ﺘﻤـﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﻤﻥ ﺨﻼل ﻤﺠﻤﻭﻋﺔ ﺍﺴﺘﺒﺎﻨﺎﺕ ﻋﺩﺩﻫﺎ 153ﺘﻡ ﺘﻌﺒﺌﺘﻬﺎ ﻭﺇﻋﺎﺩﺘﻬﺎ ﻤﻥ
ﺍﻟﻤﺘﻌﺎﻤﻠﻴـﻥ ﻤـﻊ ﺍﻟﺒـﻨﻭﻙ ﻓـﻲ ﻜﻭﺭﻴﺎ ﺍﻟﺠﻨﻭﺒﻴﺔ .ﻭﻗﺩ ﺘﻡ ﻓﺤﺹ ﻭﻨﻘﺎﺵ ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻓﻲ ﻫﺫﻩ
ﺍﻟﺩﺭﺍﺴـﺔ .ﻭﻟﻘـﺩ ﺘﻡ ﻓﺤﺹ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ،ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺭﺠﺤﺔ ،ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ،ﺠﻭﺩﺓ
ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﺍﻟﻤﺭﺠﺤﺔ .ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﻨﺘﺎﺌﺞ ﺍﻟﺘﺎﻟﻴــﺔ:
-1ﺍﻟﺘﺄﻜـﻴﺩ ﻋﻠﻰ ﺃﻥ ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺭﺠﺤﺔ ﺍﻟﻤﺴﺘﺨﺩﻡ ﻓﻲ ﺍﻟﻐﺭﺏ ﻻ
ﻴﻤﻜـﻥ ﺍﺴـﺘﺨﺩﺍﻤﻪ ﻤﺒﺎﺸﺭﺓ ﻋﻠﻰ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﻜﻭﺭﻴﺎ ﺍﻟﺠﻨﻭﺒﻴﺔ .ﻜﺫﻟﻙ ﺒﻨﻭﺩ ﺍﻟﻤﻘﻴﺎﺱ ﺍﻟﺘﻲ ﺘﻡ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ
ﺒﻭﺍﺴـﻁﺔ Parasuramanﻻ ﻴﻤﻜﻥ ﺘﻁﺒﻴﻘﻬﺎ ﻋﻠﻰ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﻜﻭﺭﻴﺎ ﺍﻟﺠﻨﻭﺒﻴﺔ .ﻓﻲ ﺤﻴﻥ ﺃﻥ ﺍﺴﺘﺨﺩﺍﻡ
ﻤﻘﻴﺎﺱ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﻭﻤﻘﻴﺎﺱ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﺍﻟﻤﺭﺠﺤﺔ ﻴﻤﻜﻥ ﺍﺴﺘﺨﺩﺍﻤﻪ ﺒﻌﺩ ﺘﻌﺩﻴﻠﻪ ﻟﻴﺸﻤل ﺨﻤﺴﺔ
ﺃﺒﻌﺎﺩ ﻟﻘﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ ﻭﻴﻤﻜﻥ ﺍﺴﺘﺨﺩﺍﻤﻪ ﻟﻘﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻜﻠﻴﺔ.
-2ﺇﻥ ﻗـﻴﺎﺱ ﺍﻟﺒﻌﺩ ﺍﻟﻤﻠﻤﻭﺱ ) (Tangibleﻴﻅﻬﺭ ﻭﺠﻭﺩ ﺍﺘﺴﺎﻕ ﺜﻘﺎﻓﻲ ﻤﺸﺘﺭﻙ ﺒﻴﻥ ﻤﻘﻴﺎﺱ ﻭﺠﻭﺩﺓ
ﺍﻟﺨﺩﻤﺔ ،ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺭﺠﺢ ،ﻤﻘﻴﺎﺱ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ،ﻭﻤﻘﻴﺎﺱ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﺍﻟﻤﺭﺠﺢ.
-3ﺇﻥ ﺍﻟﻤﻘﺎﻴـﻴﺱ ﺍﻷﺭﺒﻌـﺔ ﺍﻟﺘـﻲ ﺘـﻡ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻗﺩ ﻴﻜﺘﺏ ﻟﻬﺎ ﺍﻟﻨﺠﺎﺡ ﻋﻨﺩ ﺘﻁﺒﻴﻘﻬﺎ ﻋﻠﻰ ﺍﻟﻘﻁﺎﻉ
ﺍﻟﻤﺼـﺭﻓﻲ ﻓﻲ ﻜﻭﺭﻴﺎ ﺍﻟﺠﻨﻭﺒﻴﺔ .ﻭﺫﻟﻙ ﻷﻥ ﺃﺒﻌﺎﺩﻫﺎ ﺘﺨﺘﻠﻑ ﻋﻥ ﺘﻠﻙ ﺍﻷﺒﻌﺎﺩ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﺍﻟﻤﻘﺎﻴﻴﺱ
ﺍﻷﺼـﻠﻴﺔ .ﻜﺫﻟﻙ ﻓﺈﻥ ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺭﺠﺢ ﺃﻅﻬﺭ ﺘﻤﻴﺯﺍ ﻓﻲ ﺘﻔﺴﻴﺭ ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ )ﺍﻟﻤﻠﻤﻭﺴﺔ،
ﺍﻟﺜﻘﺔ ،ﺍﻟﺘﻌﺎﻁﻑ( ﻜﻤﺎ ﻫﻭ ﺍﻟﺤﺎل ﻓﻲ ﺍﻟﻤﻘﻴﺎﺱ ﺍﻷﺼﻠﻲ )ﻏﻴﺭ ﺍﻟﻤﻌﺩل( .ﻭﺍﻟﻤﻘﻴﺎﺱ ﺍﻟﻤﻌﺩل ﺃﻅﻬﺭ ﺘﻤﻴﺯﺍ
ﻓـﻲ ﺍﻟﻤﻠﻤﻭﺴـﺔ ﻭﺍﻟﺘﻌﺎﻁﻑ ،ﻭﺒﻌﺽ ﺍﻟﺒﻨﻭﺩ ﺍﻟﺘﻲ ﺘﻘﻴﺱ ﺍﻟﺜﻘﺔ ﻭﺍﻟﺘﺠﺎﻭﺏ .ﻜﺫﻟﻙ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺒﺄﻥ
ﻤﻘـﻴﺎﺱ ﺍﻟﺠـﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ ﻟﻴﺱ ﺃﻓﻀل ﻤﻥ ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻋﻨﺩ ﺍﺴﺘﺨﺩﺍﻤﻪ ﻓﻲ ﻜﻭﺭﻴﺎ ﺍﻟﺠﻨﻭﺒﻴﺔ.
ﻜﺫﻟـﻙ ﻓﺈﻨﻪ ﻤﻥ ﺍﻟﻨﺎﺤﻴﺔ ﺍﻟﻨﻅﺭﻴﺔ ﻭﺍﻟﻌﻤﻠﻴﺔ ﻻ ﻴﻤﻜﻥ ﺍﻋﺘﺒﺎﺭ ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﺒﺄﻨﻪ ﻴﻌﻁﻲ
ﻨﺘﺎﺌﺞ ﺃﻓﻀل ﻤﻥ ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ.
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ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
83
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﺍﻟﺠﻭﺩﺓ .ﻜﺫﻟﻙ ﻴﺠﺏ ﻤﻌﺭﻓﺔ ﺃﺴﺒﺎﺏ ﻋﺩﻡ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻋﻥ ﺍﻟﻤﻌﺎﻤﻼﺕ ﻭﺫﻟﻙ ﻻﺘﺨﺎﺫ ﺇﺠﺭﺍﺀﺍﺕ ﻟﺘﻘﻠﻴل
ﺍﻟﻔﺠﻭﺓ.
2000 :Nantal and Bahia -7
ﻟﻘـﺩ ﺘﻤـﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺨﻼل ﺘﻭﺯﻴﻊ 360ﺍﺴﺘﺒﺎﻨﺔ ﺘﻡ ﺇﺭﺴﺎﻟﻬﺎ ﺒﺎﻟﺒﺭﻴﺩ ﺇﻟﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ
ﺍﻟﻜﻨﺩﻴﺔ ﻭﻗﺩ ﺘﻡ ﺇﺭﺠﺎﻉ 115ﺍﺴﺘﺒﺎﻨﺔ ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻗﺘﺭﺍﺡ ﺃﻨﻤﻭﺫﺝ ﻟﻘﻴﺎﺱ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ
-3ﺍﻟﺴﻌﺭ -4 -2ﺍﻟﻭﺼﻭل ﻓﻲ ﺍﻟﺒﻨﻭﻙ ﻴﺘﻜﻭﻥ ﻤﻥ 6ﺃﺒﻌﺎﺩ ﻭﻫﻲ -1 :ﺍﻟﻔﻌﺎﻟﻴﺔ ﻭﺍﻟﺘﺄﻤﻴﻥ
-6ﺍﻟﻤﺼﺩﺍﻗﻴﺔ. -5ﻤﺤﻔﻅﺔ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻠﻤﻭﺱ
Bejouﻭﺁﺨﺭﻭﻥ1998 : -8
ﻟﻘﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺨﻼل ﺇﺭﺴﺎل 1994ﺍﺴﺘﺒﺎﻨﺔ ﺒﺎﻟﺒﺭﻴﺩ ﻭﺘﻡ ﺇﺭﺠﺎﻉ 568ﺍﺴﺘﺒﺎﻨﺔ ﻓﻘﻁ.
ﻭﻗـﺩ ﺨﻠﺼـﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﻫﻨﺎﻙ ﺩﻭﺭﺍ ﻟﻤﺴﺘﻭﻯ ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻟﺸﺨﺼﻲ ﻋﻠﻰ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻋﻥ
ﺍﻟﺠـﻭﺩﺓ ﺍﻟﻤﺩﺭﻜـﺔ .ﺃﻀـﻑ ﺇﻟﻰ ﺫﻟﻙ ﻓﻘﺩ ﺃﻭﻀﺢ ﺍﻟﺒﺤﺙ ﺃﻫﻤﻴﺔ ﺍﻟﺜﻘﺔ ﻋﻠﻰ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻜﺫﻟﻙ ﻓﺈﻥ
ﺃﺨـﻼﻕ ﺍﻟﺒـﻴﻊ ﺍﻟﺸﺨﺼﻲ ﻭﺍﻟﺫﻱ ﻴﺘﻤﻴﺯ ﻋﻥ ﺘﻭﺠﻴﻪ ﺍﻟﻌﻤﻼﺀ ﻻ ﻴﺴﺎﻫﻡ ﻓﻲ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻋﻥ ﺍﻟﺨﺩﻤﺔ
ﺍﻟﻤﻘﺩﻤـﺔ .ﻓـﻲ ﺍﻟﻤﻘـﺎﺒل ﻓﺈﻥ ﻤﻌﺭﻓﺘﻬﻡ ﺒﺎﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺎﻟﻴﺔ ﺘﺴﺎﻫﻡ ﺒﺸﻜل ﻓﻌﺎل ﻓﻲ ﺘﺤﻘﻴﻕ ﺍﻟﺭﻀﺎ ﻋﻥ
ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ.
2000 :Addams and Allred -9
ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻤﻥ ﺨﻼل ﺘﻭﺯﻴﻊ 143ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﺍﻟﺒﻨﻭﻙ ﻭﻤﺅﺴﺴﺎﺕ ﺍﻻﺌﺘﻤﺎﻥ ﻭﻟﻘﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ
ﺇﻟﻰ ﻤﺅﺴﺴﺎﺕ ﺍﻻﺌﺘﻤﺎﻥ ﺃﻓﻀل ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ) (11ﻤﻥ ) (14ﺴﺅﺍل ﺘﺘﻌﻠﻕ ﺒﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ
ﻭﻫﻲ ﺤﺭﻴﺔ ﺍﻟﺩﺨﻭل ﻟﻠﺨﺩﻤﺔ ،ﺍﻟﻤﺠﺎﻤﻠﺔ ،ﺍﻻﺘﺼﺎل ،ﺍﻟﻤﺼﺩﺍﻗﻴﺔ ،ﺍﻷﻤﻥ ،ﺍﻟﺘﻌﺎﻁﻑ ،ﺍﻷﺸﻴﺎﺀ ﺍﻟﻤﻠﻤﻭﺴﺔ،
ﺍﻟﺨﺩﻤـﺎﺕ ﺍﻷﺴﺎﺴﻴﺔ ،ﺍﻟﻌﺩﺍﻟﺔ ،ﺘﻌﺩﻴل ﺍﻷﺨﻁﺎﺀ ،ﻭﺍﻟﻀﻤﺎﻨﺎﺕ .ﻜﺫﻟﻙ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻨﻪ ﻻ ﺍﻟﺒﻨﻭﻙ
ﻭﻻ ﻤﺅﺴﺴـﺎﺕ ﺍﻻﺌـﺘﻤﺎﻥ ﺘﻘﻭﻡ ﺒﺘﺠﺩﻴﺩ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻼﺀ ﺃﻭ ﺇﺒﻘﺎﺌﻬﻡ ﺃﻀﻑ ﺇﻟﻰ ﺫﻟﻙ ﻓﺈﻥ %50ﻤﻥ
ﺍﻟﻌﻴـﻨﺔ ﺃﺠـﺎﺏ ﺒﺄﻨـﻪ ﺃﻭﻗﻑ ﺍﻻﺴﺘﻔﺎﺩﺓ ﻤﻥ ﺍﻟﺨﺩﻤﺔ ﻨﻅﺭﺍ ﻟﻀﻌﻑ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ .ﻭﻤﻌﻅﻡ ﺍﻟﻤﺠﻴﺒﻴﻥ
ﺫﻜﺭﻭﺍ ﺒﺄﻥ ﺫﻟﻙ ﺒﺴﺒﺏ ﻋﺩﻡ ﻗﺩﺭﺓ ﺍﻟﺒﻨﻭﻙ ﻋﻠﻰ ﺘﻘﺩﻴﻡ ﺨﺩﻤﺔ ﻭﺠﻭﺩﺓ ﻤﻨﺎﺴﺒﺔ.
Sureshchardarﻭﺁﺨﺭﻭﻥ2003 : -10
ﻟﻘﺩ ﺘﻡ ﺘﻘﺴﻴﻡ ﺍﻟﺒﻨﻭﻙ ﻤﺤل ﺍﻟﺩﺭﺍﺴﺔ ﻓﻲ ﺍﻟﻬﻨﺩ ﺇﻟﻰ ﺜﻼﺜﺔ ﺃﻗﺴﺎﻡ :ﺒﻨﻭﻙ ﺨﺎﺼﺔ ،ﻭﺒﻨﻭﻙ ﻋﺎﻤﺔ،
ﻭﺒـﻨﻭﻙ ﻭﺍﻓﺩﺓ ﻭﻗﺩ ﺘﻡ ﺘﻭﺯﻴﻊ ) (150ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﻜل ﻗﻁﺎﻉ ﻤﻥ ﺍﻟﻘﻁﺎﻋﺎﺕ ﺍﻟﺴﺎﺒﻘﺔ ﺒﺸﻜل ﻋﺸﻭﺍﺌﻲ
ﺤﻴﺙ ﺘﻡ ﺘﻭﺯﻴﻊ ﺍﻻﺴﺘﺒﺎﻨﺎﺕ ﺒﺸﻜل ﺸﺨﺼﻲ.
ﻭﻗـﺩ ﺨﻠﺼـﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﺇﻟﻰ ﺃﻥ ﻤﺠﻤﻭﻋﺎﺕ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺜﻼﺜﺔ ﺍﺨﺘﻠﻔﺕ ﺒﺸﻜل ﻤﻠﺤﻭﻅ ﻓﻲ ﺘﻘﺩﻴﻡ ﺠﻭﺩﺓ
ﺍﻟﺨﺩﻤـﺔ ﻭﺍﻟﻌﻭﺍﻤـل ﺍﻟﺨﻤﺴـﺔ ﺍﻟﻤﺅﺜﺭﺓ ﻋﻠﻴﻬﺎ .ﻭﻤﻥ ﺨﻼل ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻤﻥ ﺨﻼل
84
ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﺍﻟﻌﻭﺍﻤـل ﺍﻟﻔﻨـﻴﺔ )ﺠﻭﻫﺭ ﺍﻟﺨﺩﻤﺔ ﻭﺘﻨﻅﻴﻡ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ( ،ﺍﺴﺘﻁﺎﻋﺕ ﺍﻟﻌﻭﺍﻤل ﺍﻟﻔﻨﻴﺔ ﺃﻥ ﺘﻤﻴﺯ ﺒﺸﻜل
ﺃﻓﻀـل ﺒﻴـﻥ ﻤﺠﻤﻭﻋـﺎﺕ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺜﻼﺜﺔ .ﻓﻲ ﺤﻴﻥ ﺃﻥ ﺍﻟﻌﻭﺍﻤل ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺘﻭﺠﻴﻪ ﺍﻟﻌﻤﻼﺀ )ﺍﻟﻌﻭﺍﻤل
ﺍﻹﻨﺴـﺎﻨﻴﺔ ﻟـﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ( ﺃﻅﻬﺭﺕ ﺘﻤﻴﻴﺯﺍ ﺃﻗل .ﻭﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻴﻀﺎ ﺃﻥ ﺍﻟﺒﻨﻭﻙ ﺍﻷﺠﻨﺒﻴﺔ ﺘﻘﺩﻡ
ﺨﺩﻤﺔ ﺃﻓﻀل ﻴﻠﻴﻬﺎ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺨﺎﺼﺔ ﻭﻤﻥ ﺜﻡ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﺔ.
1997 :Athanassopoulos -11
ﺸﻤل ﻤﺠﺘﻤﻊ ﺍﻟﺩﺭﺍﺴﺔ ﻓﺭﻭﻉ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺒﺭﻴﻁﺎﻨﻴﺎ ﺍﻟﺒﺎﻟﻎ ) 2200ﻓﺭﻉ( ﻭﻜﺎﻨﺕ ﻋﻴﻨﺔ
ﺍﻟﺩﺭﺍﺴﺔ ﺘﻤﺜل ) 680ﻓﺭﻋﺎ( .ﺤﻴﺙ ﺘﻡ ﺍﺴﺘﺠﻭﺍﺏ ﻤﺩﺭﺍﺀ ﺍﻟﻔﺭﻭﻉ ﻋﻥ ﻤﺩﻯ ﻓﻬﻤﻬﻡ ﻻﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻴل
ﻭﻜﻴﻔﻴﺔ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﻭﻋﻥ ﻜﻴﻔﻴﺔ ﺘﻘﻴﻴﻡ ﺍﻟﻌﻤﻴل ﻟﻠﻔﺭﻉ.
ﻭﻗـﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﻤﻘﺩﻤﻲ ﺍﻟﺨﺩﻤﺔ )ﺍﻟﺒﻨﻭﻙ( ﻟﻴﺴﻭﺍ ﻓﻲ ﻤﻭﻗﻊ ﻴﺠﻌﻠﻬﻡ ﻴﻔﺭﻗﻭﻥ ﺒﻴﻥ ﻗﻨﺎﻋﺘﻬﻡ
ﻭﺒﻴـﻥ ﻓﻬﻤﻬـﻡ ﻻﺤﺘـﻴﺎﺠﺎﺕ ﺍﻟﻌﻤـﻴل ﻭﻫـﺫﺍ ﻴﺅﺩﻱ ﺇﻟﻰ ﻭﺠﻭﺩ ﻓﺠﻭﺓ ﺒﻴﻥ ﺍﻟﻤﺅﺴﺴﺔ ﺍﻟﺨﺩﻤﺎﺘﻴﺔ ﻭﺒﻴﻥ
ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻴل ﻭﺭﻏﺒﺎﺘﻪ .ﻜﺫﻟﻙ ﻓﺈﻥ ﻤﻨﺘﺞ ﺍﻟﺨﺩﻤﺔ ﻴﻌﺘﺒﺭ ﺃﻥ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺒﻭﻀﻊ ﺃﺴﺎﺴﻲ ﻴﻌﺒﺭ ﻋﻥ
ﺍﻋﺘﻘﺎﺩﻫﻡ ﺒﺄﻥ ﻫﺫﺍ ﻫﻭ ﻓﻬﻡ ﻋﻤﻼﺌﻬﻡ.
ﻜﺫﻟـﻙ ﺭﻜﺯﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻗﺩﺭﺓ ﻤﻘﺩﻡ ﺍﻟﺨﺩﻤﺔ ﻋﻠﻰ ﺍﻟﺘﻤﻴﻴﺯ ﺒﻴﻥ ﺍﻟﻌﻭﺍﻤل ﺍﻟﺘﻲ ﺘﻘﺩﻡ ﻟﻠﻌﻤﻴل ﻜﺤﺯﻤﺔ
ﺒﺎﻹﻀﺎﻓﺔ ﺍﻟﻰ ﻭﺠﻭﺩ ﺍﺨﺘﻼﻑ ﺒﻴﻥ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻜﻤﺎ ﻴﻔﻬﻤﻬﺎ ﺍﻟﻤﺩﻴﺭ ﻭﺒﻴﻥ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻠﻌﻤﻼﺀ.
Naserﻭﺁﺨﺭﻭﻥ1999 : -12
ﻟﻘﺩ ﺘﻡ ﺘﻭﺯﻴﻊ ) (300ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻙ ﺍﻹﺴﻼﻤﻲ ﻓﻲ ﺍﻷﺭﺩﻥ ﺒﺸﻜل ﻋﺸﻭﺍﺌﻲ ﻭﺘﻡ
ﺇﺭﺠﺎﻉ ) (206ﺍﺴﺘﺒﺎﻨﺔ.
ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﺍﻟﻐﺎﻟﺒﻴﺔ ﺍﻟﻌﻅﻤﻲ ﻤﻥ ﺍﻟﻌﻤﻼﺀ ﺭﺍﻀﻭﻥ ﻋﻥ ﻤﻌﻅﻤﻬﻡ ﻤﻨﺘﺠﺎﺕ ﻭﺨﺩﻤﺎﺕ
ﺍﻟﺒـﻨﻙ .ﻭﻴﻌﺘﺒﺭ ﻤﻭﻅﻔﻭ ﺍﻟﺒﻨﻙ ﺠﺯﺀﺍ ﺃﺴﺎﺴﻴﺎ ﻭﻫﺎﻤﺎ ﻤﻥ ﻋﻤﻠﻴﺔ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﻭﻴﻠﻌﺒﻭﻥ ﺩﻭﺭﺍ ﻫﺎﻡ ﻓﻲ
ﺘﺤﺴﻴﻥ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺍﻟﺒﻨﻙ ﻭﻋﻤﻼﺌﻪ .ﻭﺘﺸﻴﺭ ﻨﺘﺎﺌﺞ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻴﻀﺎ ﺇﻟﻰ ﺃﻥ ﻤﻌﻅﻡ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻙ ﺭﺍﻀﻭﻥ
ﻋﻥ ﺍﻟﺒﻨﻙ ﻭﻋﻥ ﺘﺼﻭﺭﻩ ﻭﻋﻥ ﻗﺩﺭﺓ ﺍﻟﺒﻨﻙ ﻟﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﻭﺍﻟﺴﺭﻴﺔ.
2001 :Allred -13
ﻟﻘﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ) 22ﺒﻨﻜﺎ( ﻭﻤﺅﺴﺴﺔ ﺍﺌﺘﻤﺎﻥ ﻭﺫﻟﻙ ﻤﻥ ﺨﻼل ﺘﻭﺯﻴﻊ ﺍﺴﺘﺒﺎﻨﺔ ﻋـﺩﺩ
) (108ﻋﻠـﻰ ﻤﻭﻅﻔـﻲ ﺍﻟﺒـﻨﻭﻙ (115) ،ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﻤﻭﻅﻔﻲ ﻤﺅﺴﺴﺎﺕ ﺍﻻﺌﺘﻤﺎﻥ .ﻭﻟﻘﺩ ﺨﻠﺼﺕ
ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﻤﻭﻅﻔﻲ ﺍﻟﻤﺅﺴﺴﺎﺕ ﺍﻻﺌﺘﻤﺎﻨﻴﺔ ﺃﻜﺜﺭ ﺭﻀﺎ ﻋﻥ ﻨﻭﻋﻴﺔ ﺍﻟﺨﺩﻤﺔ ﻤﻥ ﻤﻭﻅﻔﻲ ﺍﻟﺒﻨﻭﻙ.
Yavasﻭﺁﺨﺭﻭﻥ1997 : -14
ﻟﻘﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﺍﻟﻤﻨﻁﻘﺔ ﺍﻟﺸﻤﺎﻟﻴﺔ ﺍﻟﻐﺭﺒﻴﺔ ﻤﻥ ﺘﺭﻜﻴﺎ ﺤﻴﺙ ﺘﻡ ﺘﻭﺯﻴﻊ ) (200ﺍﺴﺘﺒﺎﻨﺔ
ﻭﺘـﻡ ﺇﻋـﺎﺩﺓ ) (156ﻤﻨﻬﺎ .ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﺃﻱ ﻨﺠﺎﺡ ﻟﺒﺭﻨﺎﻤﺞ ﻤﻁﺒﻕ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﺤﻭل
85
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﺠـﻭﺩﺓ ﺍﻟﺨﺩﻤـﺔ ﻴﻤﻜﻥ ﻗﻴﺎﺴﻪ ﻓﻘﻁ ﺒﻭﺍﺴﻁﺔ ﺨﻠﻕ ﺯﺒﺎﺌﻥ ﺭﺍﻀﻴﻥ ﺠﺩﺩ ﻭﺍﻻﺤﺘﻔﺎﻅ ﺒﻬﻡ ﻜﺫﻟﻙ ﻓﺈﻥ ﻋﻠﻰ
ﺍﻟﻤﻭﻅﻔﻴـﻥ ﺍﻟﻤﺴﺌﻭﻟﻴﻥ ﻋﻥ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺭﻏﺒﺎﺕ ﺍﻟﺯﺒﺎﺌﻥ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺭﻏﺒﺎﺕ ﺍﻟﻤﻭﻅﻔﻴﻥ
ﺍﻟﺫﻴﻥ ﻴﻘﺩﻤﻭﻥ ﻫﺫﻩ ﺍﻟﺨﺩﻤﺔ.
Lassarﻭﺁﺨﺭﻭﻥ2000 : -15
ﻟﻘﺩ ﺘﻡ ﺘﻭﺯﻴﻊ ) (300ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺩﻭﻟﻴﺔ ﺫﺍﺕ ﺍﻟﻤﻠﻜﻴﺔ ﺍﻟﺨﺎﺼﺔ ﻭﻗﺩ ﺘﻡ ﺘﻭﺯﻴﻊ ﻫﺫﻩ
ﺍﻻﺴـﺘﺒﺎﻨﺎﺕ ﻓـﻲ ﺩﻭل ﺃﻤﺭﻴﻜـﻴﺎ ﺍﻟﺸـﻤﺎﻟﻴﺔ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻟﻭﻻﻴﺎﺕ ﺍﻟﻤﺘﺤﺩﺓ ﺍﻷﻤﺭﻴﻜﻴﺔ ﻭﻗﺩ ﺨﻠﺼﺕ
ﺍﻟﺩﺭﺍﺴـﺔ ﺇﻟـﻰ ﺃﻨﻤـﻭﺫﺝ ﻴﻘﻴﺱ ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺎﻟﻨﻭﺍﺤﻲ ﺍﻟﻔﻨﻴﺔ ﻭﺍﻟﻭﻅﻴﻔﻴﺔ ﻭﺍﺴﺘﻁﺎﻉ ﺃﻥ ﻴﺘﻨﺒﺄ
ﺒﺭﻀـﻰ ﺍﻟﻌﻤﻼﺀ ﺒﺸﻜل ﻤﻭﺜﻭﻕ ﻋﻠﻰ ﺍﻟﻌﻜﺱ ﻤﻥ ﺃﻨﻤﻭﺫﺝ ﺃﺒﻌﺎﺩ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ .ﻜﺫﻟﻙ ﻓﻘﺩ ﺨﻠﺼﺕ
ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻰ ﺃﻥ ﺃﻨﻤﻭﺫﺝ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻭﻅﻴﻔﻲ ﺃﻜﺜﺭ ﺘﻌﻘﻴﺩﺍ ﻤﻥ ﺍﻟﻨﻤﺎﺫﺝ ﺍﻷﺨﺭﻯ .ﻭﻋﻠﻰ ﺍﻟﻌﻜﺱ ﻓﺈﻥ ﺍﺒﻌﺎﺩ
ﺍﻟﺠـﻭﺩﺓ ﺍﻟﻭﻅﻴﻔـﻴﺔ ﺘﺅﺜﺭ ﺒﺸﻜل ﺫﻱ ﺩﻻﻟﺔ ﻋﻠﻰ ﻤﻘﻴﺎﺱ ﺍﻟﺭﻀﺎ ﻭﺤﺘﻰ ﻋﻠﻰ ﺍﻟﻤﻘﻴﺎﺱ ﺍﻟﺘﻘﻨﻲ ﺍﻟﻤﻭﺠﻪ.
ﻭﻋﻠـﻴﻪ ﻓـﺈﻥ ﻋﻤـﻼﺀ ﺍﻟﻤﺅﺴﺴﺎﺕ ﺫﻭﻱ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻌﺎﻟﻴﺔ ﻴﻤﻜﻥ ﺃﻥ ﻴﻌﺘﻤﺩﻭﺍ ﺒﺸﻜل ﻤﻁﻠﻕ ﻋﻠﻰ ﺍﻟﺠﻭﺩﺓ
ﺍﻟﻭﻅﻴﻔـﻴﺔ ﻟﻠﺘﻤﻴﻴﺯ ﺒﻴﻥ ﻤﻘﺩﻤﻲ ﺍﻟﺨﺩﻤﺔ .ﺇﻥ ﻤﻘﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ ﻴﺤﻘﻕ ﺍﻟﺩﻻﻟﺔ ﺫﺍﺕ ﺍﻷﻫﻤﻴﺔ ،ﻭﺍﻥ
ﺒﻌﺽ ﺍﻟﺘﻌﺎﻁﻑ ﻴﺤﻘﻕ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻤﺸﺘﺭﻜﺔ ﻟﻠﺠﻭﺩﺓ ﺍﻟﺘﻘﻨﻴﺔ ﻭﺍﻟﻭﻅﻴﻔﻴﺔ ﻭﻋﻠﻴﻪ ﻓﺈﻥ ﺒﻌﺩ ﺍﻟﺘﻌﺎﻁﻑ ﻴﺤﺘﻭﻱ
ﻋﻠـﻰ ﻋﻨﺎﺼـﺭ ﻓـﻲ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺘﻘﻨﻴﺔ ) ﺍﻟﻔﻨﻴﺔ ( ﻭﺍﻟﻭﻅﻴﻔﻴﺔ .ﻜﺫﻟﻙ ﻓﺈﻥ ﺍﻟﻨﺘﺎﺌﺞ ﺘﻭﻀﺢ ﺃﻥ ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ
ﺍﻟﺨﺩﻤـﺔ ﺘﺘﻨـﺒﺄ ﺒﺸـﻜل ﺘﻔﺎﻀﻠﻲ ﺒﻤﻘﺎﻴﻴﺱ ﺍﻟﺠﻭﺩﺓ ﺍﻟﺜﻼﺜﺔ .ﺃﻀﻑ ﺇﻟﻰ ﺫﻟﻙ ﻓﺈﻥ ﺍﻟﻨﺘﺎﺌﺞ ﺘﻭﻀﺢ ﻭﺠﻭﺩ
ﻋﻼﻗـﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﺍﻟﺭﻀﺎ ﻭﻫﺫﺍ ﻴﺘﺄﺜﺭ ﺒﺎﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻤﻘﺩﻡ ﺍﻟﺨﺩﻤﺔ ﻭﺍﻟﻌﻤﻴل ﺍﻟﺫﻱ ﻴﺘﺄﺜﺭ ﺒﺘﺄﺜﻴﺭ
ﺍﻟﺠﻭﺩﺓ.
Bloemerﻭﺁﺨﺭﻭﻥ1998 : -16
ﻟﻘـﺩ ﺘـﻡ ﺇﺠﺭﺍﺀ ﻤﻘﺎﺒﻼﺕ ﻋﺒﺭ ﺍﻟﺘﻠﻔﻭﻥ ﻤﻊ 2500ﻋﻤﻴل ﻓﺭﺩﻱ ﻟﻤﻌﺭﻓﺔ ﺭﺅﻴﺘﻬﻡ ﻋﻥ ﺍﻟﺒﻨﻙ
ﻭﻤـﺩﻯ ﺭﻀـﺎﻫﻡ ﻋـﻥ ﺍﻟﺨﺩﻤﺔ ﻭﻭﻻﺀﻫﻡ ﻟﻠﺒﻨﻙ .ﻭﻗﺩ ﺘﻡ ﺍﺨﺘﻴﺎﺭ ﺍﻟﻌﻴﻨﺔ ﺒﺸﻜل ﻋﺸﻭﺍﺌﻲ .ﻭ ﺨﻠﺼﺕ
ﺍﻟﺩﺭﺍﺴـﺔ ﺇﻟـﻰ ﺃﻥ ﺭﺅﻴﺔ ﺍﻟﻌﻤﻼﺀ ﻋﻥ ﺍﻟﺒﻨﻙ ﺘﺅﺜﺭ ﺒﺸﻜل ﻏﻴﺭ ﻤﺒﺎﺸﺭ ﻋﻠﻰ ﻭﻻﺀﻫﻡ ﻟﻠﺒﻨﻙ ﻭﺫﻟﻙ ﻋﺒﺭ
ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ .ﻜﺫﻟﻙ ﻓﺈﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺘﺅﺜﺭ ﺒﺸﻜل ﻤﺒﺎﺸﺭ ﻭﻏﻴﺭ ﻤﺒﺎﺸﺭ ﻋﻠﻰ ﻭﻻﺀ ﺍﻟﻌﻤﻼﺀ ﻟﻠﺒﻨﻙ
ﻋﺒﺭ ﺇﺸﺒﺎﻉ ﺭﻏﺒﺎﺘﻬﻡ .ﻜﺫﻟﻙ ﻓﺈﻥ ﺇﺸﺒﺎﻉ ﺭﻏﺒﺔ ﺍﻟﻌﻤﻼﺀ ﻴﺅﺜﺭ ﻋﻠﻰ ﻭﻻﺀﻫﻡ ﻟﻠﺒﻨﻙ .ﻜﺫﻟﻙ ﻓﺈﻥ ﻤﺼﺩﺍﻗﻴﺔ
ﺍﻟﺒـﻨﻙ ) ﺒﻌـﺩ ﺍﻟﺠـﻭﺩﺓ ( ﻭﻭﻀﻌﻪ ﻓﻲ ﺍﻟﺴﻭﻕ ) ﺒﻌﺩ ﺍﻟﺭﺅﻴﺔ ﺃﻭ ﺍﻟﺼﻭﺭﺓ ( ﺘﻌﺘﺒﺭ ﻤﺅﺸﺭﺍ ﻫﺎﻤﺎ ﻋﻠﻰ
ﺍﻻﻨﺘﻤﺎﺀ ﻟﻠﺒﻨﻙ.
1998 : Almassawi ، and Metawa -17
ﻟﻘـﺩ ﺘﻡ ﺘﻭﺯﻴﻊ 400ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻹﺴﻼﻤﻴﺔ ﻓﻲ ﺍﻟﺒﺤﺭﻴﻥ ﻭﺘﻡ ﺘﻌﺒﺌﺔ ﻭﺇﻋﺎﺩﺓ
300ﺍﺴـﺘﺒﺎﻨﺔ ﻭﻗـﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻰ ﺃﻥ ﻤﻌﻅﻡ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻻﺴﻼﻤﻴﺔ ﻤﺅﻫﻠﻴﻥ ﺒﺸﻜل ﺠﻴﺩ،
86
ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﻜﺫﻟـﻙ ﻓـﺈﻥ ﻟﻠﻌﻤـﻼﺀ ﻭﻋـﻴﺎ ﻋﺎﻟﻴﺎ ﻭﺍﺴﺘﺨﺩﺍﻤﺎ ﺠﻴﺩﺍ ﻟﻠﺤﺴﺎﺒﺎﺕ ،ﻜﺫﻟﻙ ﻓﻘﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻰ ﺃﻥ
ﺍﻟﻌﻤـﻼﺀ ﺭﺍﻀـﻴﻥ ﺒﺸـﻜل ﺠﻴﺩ ﻋﻥ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﺍﻟﻤﻨﺘﺞ ﺍﻟﺫﻱ ﻴﻘﺩﻤﻪ ﺍﻟﺒﻨﻙ ﺨﺎﺼﺔ ﺤﺴﺎﺒﺎﺕ
ﺍﻻﺴﺘﺜﻤﺎﺭ ﺍﻟﺘﻲ ﺍﺤﺘﻠﺕ ﺍﻟﻤﺭﻜﺯ ﺍﻷﻭل ﻓﻲ ﺍﻟﺭﻀﺎ ،ﻜﺫﻟﻙ ﻓﺈﻥ ﻤﻭﻅﻔﻲ ﺍﻟﺒﻨﻙ ﻗﺩ ﺍﺤﺘﻠﻭﺍ ﺍﻟﻤﺭﻜﺯ ﺍﻷﻭل
ﻓﻲ ﻋﻨﺎﺼﺭ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﻭﺃﻜﺜﺭ ﻤﻌﻴﺎﺭﻴﻥ ﺘﻡ ﺍﺨﺘﻴﺎﺭﻫﻡ ﻟﻠﺘﻌﺎﻤل ﻤﻊ ﺍﻟﺒﻨﻙ ﻫﻤﺎ :ﺍﻟﻌﻤل ﻭﻓﻕ ﺍﻟﺸﺭﻴﻌﺔ،
ﻴﻠﻴﻪ ﻤﻌﺩل ﺍﻟﻌﺎﺌﺩ.
2002 : Al Tamimi ، and Jabnoun -18
ﻟﻘـﺩ ﺘﻡ ﺘﻭﺯﻴﻊ 800ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻭﺘﻡ ﺇﻋﺎﺩﺓ 480ﺍﺴﺘﺒﺎﻨﺔ ﻭﺍﺴﺘﺒﻌﺎﺩ
18ﺍﺴـﺘﺒﺎﻨﺔ ﻤـﻨﻬﺎ ﻟﻌﺩﻡ ﺍﻜﺘﻤﺎل ﺍﻟﻤﻌﻠﻭﻤﺎﺕ ﻓﻴﻬﺎ ﻭﻗﺩ ﺘﻡ ﺘﺤﻠﻴل 462ﺍﺴﺘﺒﺎﻨﺔ ﻭﻗﺩ ﺍﻋﺘﻤﺩﺕ ﺍﻟﺩﺭﺍﺴﺔ
ﻋﻠـﻰ ﻨﻤـﻭﺫﺝ ﺠـﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ) (Servqual.ﻤﻥ ﺨﻼل ﻗﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ ﻤﻥ ﺨﻼل ﺍﻟﺘﺤﻠﻴل
ﺍﻟﺘﻌﺎﻤﻠـﻲ ﺇﻟـﻰ ﻭﺠـﻭﺩ ﺜﻼﺜـﺔ ﺃﺒﻌﺎﺩ ﻟﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻫﻲ :ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻹﻨﺴﺎﻨﻴﺔ ،ﻭﺍﻟﻤﻬﺎﺭﺍﺕ
ﺍﻟﻤﻠﻤﻭﺴـﺔ ﻭﺍﻟـﺘﻌﺎﻁﻑ ﻭﻗـﺩ ﺸﻤﻠﺕ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻹﻨﺴﺎﻨﻴﺔ ﺒﻌﺩﻱ ﺍﻟﺜﻘﺔ ﻭﺍﻟﺘﺄﻤﻴﻥ ،ﻜﺫﻟﻙ ﻓﻘﺩ ﺸﻤل ﺒﻌﺩ
ﺍﻟﺘﻌﺎﻁﻑ ،ﺒﻨﻭﺩ ﺍﻟﺘﻌﺎﻁﻑ ﻭﺍﻻﺴﺘﺠﺎﺒﺔ.
ﻭﻟﻘـﺩ ﺃﻜـﺩﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﻋﻠﻰ ﻨﺘﺎﺌﺞ ) (Bakakus and Boller: 1992ﻭﻜﺫﻟﻙ ﻋﻠﻰ ﻨﺘﺎﺌﺞ ﺩﺭﺍﺴﺔ
) (Cronin and Taylor: 1992ﻓـﻲ ﺃﻥ ﺃﺒﻌﺎﺩ ﻨﻤﻭﺫﺝ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻴﻌﺘﻤﺩ ﻋﻠﻰ ﻨﻭﻋﻴﺔ ﺍﻟﺼﻨﺎﻋﺔ.
ﻜﺫﻟﻙ ﻓﻘﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﻤﺠﻤﻭﻋﺔ ﺍﻟﺜﻘﺔ ﻭﺍﻟﺘﺄﻤﻴﻥ ﺘﺒﺩﻭ ﻁﺒﻴﻌﻴﺔ ﻭﺘﻌﻁﻲ ﻨﺘﺎﺌﺞ ﺤﻭل ﺍﻟﺘﺸﺎﺒﻪ
ﺒﻴﻥ ﺍﻟﺒﻌﺩﻴﻥ ﻜﺫﻟﻙ ﻓﺈﻥ ﺒﻌﺩﻱ ﺍﻟﺘﻌﺎﻁﻑ ﻭﺍﻻﺴﺘﺠﺎﺒﺔ ﻴﻤﻜﻥ ﺘﻔﺴﻴﺭﻫﻤﺎ ﺒﻴﻥ ﻤﻔﻬﻭﻡ ﺍﻟﺘﺸﺎﺒﻪ ﺒﻴﻥ ﺍﻟﺒﻌﺩﻴﻥ.
ﻜﺫﻟﻙ ﻓﻘﺩ ﻓﺤﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﻔﺭﻭﻗﺎﺕ ﺫﺍﺕ ﺍﻟﺩﻻﻟﺔ ﺍﻹﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺃﺒﻌﺎﺩ ﺍﻟﻨﻤﻭﺫﺝ ﻭﻗﺩ ﺨﻠﺼﺕ ﺇﻟﻰ ﺃﻥ
ﺍﻟـﺒﻌﺩ ﺍﻟﻤﺘﻌﻠﻕ ﺒﺎﻟﻤﻬﺎﺭﺍﺕ ﺍﻹﻨﺴﺎﻨﻴﺔ ﺃﻜﺜﺭ ﺩﻻﻟﺔ ﻤﻥ ﺍﻻﺒﻌﺎﺩ ﺍﻻﺨﺭﻯ )ﺍﻟﻤﻠﻤﻭﺴﺔ ،ﻭﺍﻟﺘﻌﺎﻁﻑ( .ﺃﻀﻑ
ﺇﻟـﻰ ﺫﻟﻙ ،ﻓﻘﺩ ﻭﺠﺩﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻥ ﺒﻌﺩﻱ ﺍﻟﻤﻠﻤﻭﺴﺔ ،ﻭﺍﻟﺘﻌﺎﻁﻑ ﻟﻬﻤﺎ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻤﺘﺸﺎﺒﻬﺔ ﻭﻫﺫﺍ
ﻴﺅﻜـﺩ ﻨـﺘﺎﺌﺞ ﺩﺭﺍﺴـﺔ ) .(Parasuraman et al: 1988, 1991ﻭﻫﺫﺍ ﻴﻌﻨﻲ ﺃﻥ ﺍﻟﺯﺒﺎﺌﻥ ﻴﻌﻁﻭﻥ
ﺍﻷﺒﻌﺎﺩ ﺍﻟﺜﻼﺜﺔ ﻗﻴﻤﺔ ﻋﺎﻟﻴﺔ ﻭﻟﻜﻨﻬﻡ ﺃﻋﻁﻭﺍ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻹﻨﺴﺎﻨﻴﺔ ﺍﻟﻘﻴﻤﺔ ﺍﻷﻋﻠﻰ ﻭﻤﻥ ﻫﻨﺎ ﻓﺈﻨﻪ ﻴﺠﺏ ﻋﻠﻰ
ﺍﻟﺒﻨﻭﻙ ﺍﻻﻫﺘﻤﺎﻡ ﺃﻜﺜﺭ ﺒﺄﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﺜﻼﺜﺔ ﻭﻴﺠﺏ ﺇﻋﻁﺎﺀ ﺘﺭﻜﻴﺯ ﺃﻜﺜﺭ ﻟﺒﻌﺩ ﺍﻟﻤﻬﺎﺭﺍﺕ ﺍﻹﻨﺴﺎﻨﻴﺔ
ﻟـﺯﻴﺎﺩﺓ ﺠـﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺒﺸﻜل ﻋﺎﻡ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺘﻭﻓﻴﺭ ﻤﻭﺍﺯﻨﺔ ﻤﻨﺎﺴﺒﺔ ﻤﻥ ﺃﺠل ﺘﺩﺭﻴﺏ ﺍﻟﻤﻭﻅﻔﻴﻥ
ﻭﺯﻴﺎﺩﺓ ﻤﻬﺎﺭﺍﺘﻬﻡ.
ﻤﺸﻜﻠﺔ ﺍﻟﺩﺭﺍﺴﺔ :
ﺒﺎﻟـﺭﻏﻡ ﻤـﻥ ﺍﺘﻔـﺎﻕ ﺍﻟﺒﺎﺤﺜﻴﻥ ﻋﻠﻰ ﻀﺭﻭﺭﺓ ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻜﺄﺤﺩ ﺍﻟﻤﺩﺍﺨل ﺍﻷﺴﺎﺴﻴﺔ ﻟﺘﻁﻭﻴﺭ
ﺍﻟﺠـﻭﺩﺓ ﻭﺘﺤﺴـﻴﻨﻬﺎ ﻓـﻲ ﺍﻟﻤﺅﺴﺴـﺎﺕ ﺍﻟﺨﺩﻤﻴﺔ ،ﺇﻻ ﺃﻥ ﻫﻨﺎﻙ ﺘﺒﺎﻴﻨﺎ ﻓﻲ ﻜﻴﻔﻴﺔ ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ
ﻭﺍﻟﻤﺘﻐـﻴﺭﺍﺕ ﺍﻟﻤﺭﺘﺒﻁﺔ ﺒﻬﺎ ﻭﻟﻌل ﺫﻟﻙ ﻴﻌﻭﺩ ﺇﻟﻰ ﺤﺩﺍﺜﺔ ﺍﻟﻤﻭﻀﻭﻉ ﻭﺨﺎﺼﺔ ﻓﻲ ﻤﺠﺎل ﺍﻟﺒﻨﻭﻙ ،ﻭﻟﻬﺫﺍ
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ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﻓـﺈﻥ ﻫـﻨﺎﻙ ﺤﺎﺠـﺔ ﻤﻠﺤﺔ ﺇﻟﻰ ﺇﺠﺭﺍﺀ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺍﺘﻌﻤﻴﻕ ﻤﻔﻬﻭﻡ ﺍﻟﺠﻭﺩﺓ ﻓﻲ ﻗﻁﺎﻉ ﺍﻟﻤﺼﺎﺭﻑ ﻓﻲ
ﻓﻠﺴـﻁﻴﻥ ﺤﻴﺙ ﺘﻌﺘﺒﺭ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻷﻭﻟﻰ ﻋﻠﻰ ﻤﺴﺘﻭﻯ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ .ﻭﺒﺸﻜل ﻤﺤﺩﺩ ﻓﺈﻥ
ﺍﻟﺩﺭﺍﺴﺔ ﺴﺘﺠﻴﺏ ﻋﻠﻰ ﺍﻟﺘﺴﺎﺅﻻﺕ ﺍﻟﺘﺎﻟﻴﺔ :
-1ﻤﺎ ﻫﻲ ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺘﻲ ﺘﺅﺜﺭ ﻋﻠﻰ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭ ﺍﻟﻌﻤﻼﺀ؟
-2ﻤﺎ ﻫﻲ ﺃﻓﻀل ﻁﺭﻴﻘﺔ ﻟﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻜﻤﺎ ﻴﺩﺭﻜﻬﺎ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ؟
-3ﻤﺎ ﻤﺩﻯ ﺍﺨﺘﻼﻑ ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻤﻥ ﺤﻴﺙ ﻁﺒﻴﻌﺘﻬﺎ ﻭﺃﻫﻤﻴﺘﻬﺎ ﺍﻟﻨﺴﺒﻴﺔ؟
-4ﻫـل ﻫـﻨﺎﻙ ﻋﻼﻗﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺴﻠﻭﻜﻴﺔ ﺫﺍﺕ ﺍﻟﻌﻼﻗﺔ ﻤﺜل
ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻋﻥ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ،ﻨﻴﺔ ﺍﻟﺸﺭﺍﺀ ،ﻭﺍﻟﻭﻻﺀ ،ﻭﻤﺎﻫﻲ ﻁﺒﻴﻌﺔ ﻫﺫﻩ ﺍﻟﻌﻼﻗﺔ؟
ﺃﻫﺩﺍﻑ ﺍﻟﺩﺭﺍﺴﺔ :
ﺘﻬﺩﻑ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ :
-1ﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ ﺘﻘﻴﻴﻡ ﻋﻤﻼﺀ ﺍﻟﻤﺼﺎﺭﻑ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﻟﻤﺴﺘﻭﻯ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ
ﺍﻟﻤﻘﺩﻤـﺔ ﻟﻬـﻡ ﺴﻭﺍﺀ ﻤﻥ ﻨﺎﺤﻴﺔ ﺘﻭﻗﻌﺎﺘﻬﻡ ﺃﻭ ﺇﺩﺭﺍﻜﻬﻡ ﻟﻤﺴﺘﻭﻯ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ
ﺍﻟﻤﻘﺩﻤﺔ ﻟﻬﻡ ﻓﻌﻠﻴﹰﺎ.
-2ﺍﻟﺘﻭﺼل ﺇﻟﻰ ﺃﻓﻀل ﺍﻟﻤﻘﺎﻴﻴﺱ ﻟﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﻭﺘﻘﻴﻴﻡ ﻤﺩﻯ
ﻗـﺩﺭﺓ ﻫﺫﻩ ﺍﻟﻤﻘﺎﻴﻴﺱ ﻋﻠﻰ ﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﺨﺘﺒﺎﺭ
ﺩﺭﺠﺔ ﺼﺩﻗﻬﺎ ﻭﺜﺒﺎﺘﻬﺎ.
-3ﺘﺤﺩﻴﺩ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻼﺒﻌﺎﺩ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ.
-4ﺍﺨﺘﺒﺎﺭ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻜل ﻤﻥ ﺍﻟﺭﻀﺎ ﻭﻨﻴﺔ ﺍﻟﺸﺭﺍﺀ.
ﻓﺭﻀﻴﺎﺕ ﺍﻟﺩﺭﺍﺴﺔ:
ﺒـﻨﺎﺀﺍ ﻋﻠـﻰ ﺍﻟﺩﺭﺍﺴـﺎﺕ ﺍﻟﺴـﺎﺒﻘﺔ ﻓﻲ ﻤﺠﺎل ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻓﻘﺩ ﺘﻤﺕ ﺼﻴﺎﻏﺔ ﻤﺠﻤﻭﻋﺔ
ﺍﻟﻔﺭﻀﻴﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ ﻻﺨﺘﺒﺎﺭﻫﺎ ﻭﻫﻲ :
-1ﻻ ﺘﺨﺘﻠﻑ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻤﺤﺩﺩﺍﺕ ﺍﻟﺠﻭﺩﺓ ﻓﻲ ﺍﻟﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺘﻭﻗﻌﺎﺕ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ.
-2ﻻ ﻴﻭﺠـﺩ ﺍﺨـﺘﻼﻓﺎﺕ ﻓﻲ ﻗﺩﺭﺓ ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ/ﺍﻟﺘﻭﻗﻌﺎﺕ ،ﻭﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ )ﺴﻭﺍﺀ
ﺍﻟﻤﺭﺠﺢ ﺃﻭ ﺩﻭﻥ ﺘﺭﺠﻴﺢ( ﻋﻠﻰ ﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ.
-3ﻻ ﺘﻭﺠـﺩ ﻋﻼﻗـﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻤﻥ ﻨﺎﺤﻴﺔ ﻭﺩﺭﺠﺔ
ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻋﻥ ﻫﺫﻩ ﺍﻟﺨﺩﻤﺔ ﻭﻜﺫﻟﻙ ﻨﻭﺍﻴﺎ ﺍﻟﻌﻤﻼﺀ ﻟﻠﺸﺭﺍﺀ ﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ.
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ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
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ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﻼ ﻤﻊ ﺍﻟﺒﻨﻙ(
)ﺍ( ﻏﻴﺭ ﺭﺍﺽ ﻋﻠﻰ ﺍﻹﻁﻼﻕ .ﻓﻜﺫﻟﻙ ﺒﺎﻟﻨﺴﺒﺔ ﻟﻤﺘﻐﻴﺭ ﺍﻟﻨﻭﺍﻴﺎ ﻟﻠﺸﺭﺍﺀ )ﺃﻱ ﺍﻟﺘﻌﺎﻤل ﻤﺴﺘﻘﺒ ﹰ
ﻓﺈﻥ ﺍﻟﻤﻘﻴﺎﺱ ﺘﺭﺍﻭﺡ ﻤﻥ ) (5ﺩﺍﺌﻡ ﻭﺒﺸﻜل ﻤﺘﻜﺭﺭ ﺇﻟﻰ )ﺍ( ﻟﻥ ﺃﺘﻌﺎﻤل ﻋﻠﻰ ﺍﻹﻁﻼﻕ.
ﻭﻗﺩ ﺘﻡ ﺴﺅﺍل ﺍﻟﻤﺴﺘﻘﺼﻰ ﻤﻨﻬﻡ ﻋﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﺘﻲ ﻴﻘﺩﻤﻬﺎ ﺍﻟﺒﻨﻙ ﻭﻴﺘﺭﺍﻭﺡ ﺍﻟﻤﺩﻯ ﻤﻥ
) (5ﻤﻤﺘﺎﺯﺓ ﺇﻟﻰ )ﺍ( ﺴﻴﺌﺔ ﻟﻠﻐﺎﻴﺔ.
ﺃﺴﻠﻭﺏ ﺠﻤﻊ ﺍﻟﺒﻴﺎﻨﺎﺕ:
ﺘـﻡ ﺍﻋـﺘﻤﺎﺩ ﺃﺴﻠﻭﺏ ﺍﻻﺴﺘﻘﺼﺎﺀ ﻤﻥ ﺨﻼل ﺍﻟﻤﻘﺎﺒﻠﺔ ﺍﻟﺸﺨﺼﻴﺔ ﺤﻴﺙ ﻗﺎﻡ ﺍﻟﺒﺎﺤﺙ ﺒﺎﺴﺘﺠﻭﺍﺏ ﺍﻟﻌﻤﻼﺀ
ﺒﺄﺴـﻠﻭﺏ ﻋﺸـﻭﺍﺌﻲ ﻭﺘـﻡ ﺸﺭﺡ ﺍﻟﻬﺩﻑ ﻤﻥ ﺍﻟﺩﺭﺍﺴﺔ ﻭﻜﻴﻔﻴﺔ ﻤلﺀ ﺍﻻﺴﺘﺒﺎﻨﺔ ﻭﻨﻅﺭﹰﺍ ﻻﻨﺸﻐﺎل ﺒﻌﺽ
ﺍﻟﻌﻤـﻼﺀ ﻓﻘﺩ ﺘﻡ ﺇﻋﻁﺎﺌﻬﻡ ﺍﻻﺴﺘﺒﺎﻨﺔ ﻭﻤﻥ ﺜﻡ ﺇﻋﺎﺩﺘﻬﺎ ﻓﻲ ﻭﻗﺕ ﻻﺤﻕ .ﻭﻗﺩ ﺘﻡ ﺘﻭﺯﻴﻊ ) (200ﺍﺴﺘﺒﺎﻨﺔ
ﺸﻤﻠﺕ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﻭﻗﺩ ﺘﻡ ﺇﻋﺎﺩﺓ ) (166ﺍﺴﺘﺒﺎﻨﺔ ﻗﺎﺒﻠﺔ ﻟﻠﺘﺤﻠﻴل ﺃﻱ ﺒﻨﺴﺒﺔ ).(%83
ﺘﺤﻠﻴل ﺍﻟﺒﻴﺎﻨﺎﺕ ﻭﻤﻨﺎﻗﺸﺔ ﺍﻟﻨﺘﺎﺌﺞ:
ﻴﻭﻀﺢ ﻫﺫﺍ ﺍﻟﺠﺯﺀ ﻤﻥ ﺍﻟﺒﺤﺙ ﺘﺤﻠﻴل ﺍﻟﺒﻴﺎﻨﺎﺕ ﺍﻟﻤﺴﺘﻘﺎﺓ ﻤﻥ ﺍﻟﻌﻤﻼﺀ ﺒﻬﺩﻑ ﺍﺨﺘﺒﺎﺭ ﻓﺭﻀﻴﺎﺕ
ﺍﻟﺒﺤـﺙ ﻭﻤﻨﺎﻗﺸﺔ ﺍﻟﻨﺘﺎﺌﺞ ﻭﺍﻟﺘﻭﺼل ﺇﻟﻰ ﺒﻌﺽ ﺍﻟﺩﻻﻻﺕ ﻭﺍﻟﺘﻁﺒﻴﻘﺎﺕ ﻋﻠﻰ ﺍﻟﻤﺴﺘﻭﻯ ﺍﻟﻌﻠﻤﻲ ﻭﺍﻟﻌﻤﻠﻲ
ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺒﻌﺽ ﺍﻻﻗﺘﺭﺍﺤﺎﺕ.
ﻭﻓـﻲ ﻀﻭﺀ ﺃﻫﺩﺍﻑ ﺍﻟﺩﺭﺍﺴﺔ ﻭﻓﺭﻭﻀﻬﺎ ﻭﻁﺒﻴﻌﺔ ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﻭﺃﺴﺎﻟﻴﺏ ﻗﻴﺎﺴﻬﺎ ﺘﻡ ﺍﻻﻋﺘﻤﺎﺩ
ﻋﻠﻰ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻷﺴﺎﻟﻴﺏ ﺍﻹﺤﺼﺎﺌﻴﺔ ﻟﺘﺤﻠﻴل ﺍﻟﺒﻴﺎﻨﺎﺕ ﻭﻫﻲ ﻋﻠﻰ ﺍﻟﻨﺤﻭ ﺍﻟﺘﺎﻟﻲ:
.1ﻤﻌـﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ ﺃﻟﻔﺎ ﻟﻠﺘﺤﻘﻕ ﻤﻥ ﺩﺭﺠﺔ ﺜﺒﺎﺕ ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ /ﺍﻟﺘﻭﻗﻌﺎﺕ ،ﻭﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ
ﺒﺎﻹﻀـﺎﻓﺔ ﺇﻟـﻰ ﺍﺴﺘﺨﺩﺍﻡ ﻤﺼﻔﻭﻓﺔ ﺍﻻﺭﺘﺒﺎﻁ ﻭﺃﺴﻠﻭﺏ ﺍﻟﺘﺤﻠﻴل ﺍﻟﻌﺎﻤﻠﻲ ﻟﻠﺘﺤﻘﻕ ﻤﻥ ﺩﺭﺠﺔ
ﺼﺩﻕ ﻤﻘﺎﻴﻴﺱ ﺍﻻﺴﺘﺨﺩﺍﻡ.
.2ﺍﺨﺘﺒﺎﺭ ﺍﻟﺘﻭﺯﻴﻊ ﺍﻟﻁﺒﻴﻌﻲ ).(1 sample K_S
.3ﻤﻘﻴﺎﺱ ﺍﻟﻨﺯﻋﺔ ﺍﻟﻤﺭﻜﺯﻴﺔ )ﺍﻟﻭﺴﻁ ﺍﻟﺤﺴﺎﺒﻲ ﻭﺍﻻﻨﺤﺭﺍﻑ ﺍﻟﻤﻌﻴﺎﺭﻱ( ﺒﻬﺩﻑ ﺘﻘﻴﻴﻡ ﺍﻟﻌﻤﻴل ﻟﻜل
ﺒﻌﺩ ﻤﻥ ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻟﺘﺤﺩﻴﺩ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻷﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ.
.4ﺃﺴـﻠﻭﺏ ﺘﺤﻠـﻴل ﺍﻻﻨﺤـﺩﺍﺭ ﺍﻟﻤﺘﻌﺩﺩ ﺒﺎﺴﺘﺨﺩﺍﻡ ﺒﺭﻨﺎﻤﺠﻲ ) (Enterﻭﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﻤﺘﺘﺎﺒﻌﺔ )
(Stepwiseﻟـﺘﺤﺩﻴﺩ ﻗـﺩﺭﺓ ﺍﻟﻤﻘﺎﻴـﻴﺱ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻋﻠﻰ ﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ
ﺍﻟﻤﺼﺭﻓﻴﺔ.
.5ﺃﺴﻠﻭﺏ ﺍﻻﺭﺘﺒﺎﻁ ﻟﺘﺤﺩﻴﺩ ﻨﻭﻉ ﺍﻟﻌﻼﻗﺔ ﻭﻗﻭﺘﻬﺎ ﺒﻴﻥ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺭﻀﺎ ﻭﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﺍﻟﻨﻭﺍﻴﺎ
ﻟﻠﺸﺭﺍﺀ.
ﻼ ﻟﻠﺒﻴﺎﻨﺎﺕ ﻭﻤﻨﺎﻗﺸﺔ ﻟﻨﺘﺎﺌﺞ ﺍﻟﺘﺤﻠﻴل ﻭﻓﻕ ﺍﻟﻔﺭﻭﺽ ﺍﻟﺘﻲ ﺘﻡ ﻭﻀﻌﻬـﺎ:
ﻭﻓﻴﻤﺎ ﻴﻠﻲ ﺘﺤﻠﻴ ﹰ
90
ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
91
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﺍﻟﺩﺭﺍﺴﺔ ﺘﺒﻴﻥ ﻭﺠﻭﺩ ﺍﺭﺘﺒﺎﻁ ﻤﻭﺠﺏ ﺫﻱ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ) (sig.0.001ﺒﻴﻥ
ﺍﻟﻤﻘﺎﻴﻴﺱ ﺍﻷﺭﺒﻌﺔ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ.
ﻭﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ ﻓﺈﻥ ﺍﻟﺼﺩﻕ ﺍﻟﺘﻤﺎﻴﺯﻱ ﻴﺘﻌﻠﻕ ﺒﺎﻟﻤﺩﻯ ﺍﻟﺫﻱ ﻻ ﻴﻜﻭﻥ ﻓﻴﻪ ﺍﻟﻘﻴﺎﺱ ﻤﺭﺘﺒﻁﹰﺎ
ﻤـﻊ ﺍﻟﻤﻔﺎﻫﻴﻡ ﺍﻷﺨﺭﻯ )ﺍﻷﺒﻨﻴﺔ( ،ﻭﺍﻟﺘﻲ ﻤﻥ ﺍﻟﻤﻔﺘﺭﺽ ﺃﻥ ﻴﻜﻭﻥ ﻫﻨﺎﻙ ﺍﺨﺘﻼﻑ ﻓﻴﻤﺎ ﺒﻴﻨﻬﺎ ،ﻭﺒﺎﻟﻨﻅﺭ
ﺇﻟـﻰ ﻤﺼـﻔﻭﻓﺔ ﺍﻻﺭﺘﺒﺎﻁ )ﺠﺩﻭل ﺭﻗﻡ (2ﻴﺘﺒﻴﻥ ﺃﻥ ﻤﻘﺎﻴﻴﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺘﺭﺘﺒﻁ ﻓﻴﻤﺎ ﺒﻴﻨﻬﺎ ﺒﺩﺭﺠﺔ
ﺍﺭﺘـﺒﺎﻁ ﺃﻋﻠﻰ ﻜﺜﻴﺭﺍ ﻤﻥ ﺍﺭﺘﺒﺎﻁﻬﺎ ﺒﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻷﺨﺭﻯ )ﻤﺜل ﺍﻟﺭﻀﺎ ﻭﺍﻟﻨﻭﺍﻴﺎ ﻟﻠﺸﺭﺍﺀ( ﻭﻟﻬﺫﺍ
ﻴﻤﻜـﻥ ﺍﻟﻘـﻭل ﺒـﺄﻥ ﺍﻟﻤﻘﺎﻴـﻴﺱ ﺍﻷﺭﺒﻌﺔ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺘﺘﺼﻑ ﺒﺎﻟﺼﺩﻕ ﺴﻭﺍﺀ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻟﺼﺩﻕ
ﺍﻟﺘﻘﺎﺭﺒـﻲ ﺃﻭ ﺍﻟﺘﻤﺎﻴﺯﻱ .ﻭﻴﺘﻀﺢ ﻤﻥ ﺘﺤﻠﻴل ﺩﺭﺠﺔ ﺼﺩﻕ ﺍﻟﻤﻘﺎﻴﻴﺱ ﺘﺠﺎﻭﺯﻫﺎ ﻻﺨﺘﺒﺎﺭﺍﺕ ﺍﻟﺼﺩﻕ ﻤﻤﺎ
ﻴﺅﻜﺩ ﺇﻤﻜﺎﻨﻴﺔ ﺍﺴﺘﺨﺩﺍﻤﻬﺎ ﻓﻲ ﻤﺠﺎل ﺒﺤﻭﺙ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ.
ﺠﺩﻭل ﺭﻗﻡ )(2
ﻤﺼﻔﻭﻓﺔ ﻤﻌﺎﻤﻼﺕ ﺍﻻﺭﺘﺒﺎﻁ ﺒﻴﻥ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ
ﺍﻟﺭﻀﺎ ﺠـــﻭﺩﺓ ﺍﻟـــﻨﻭﺍﻴﺎ ﻤﻘـــﻴﺎﺱ ﻤﻘــﻴﺎﺱ ﻤﻘـــﻴﺎﺱ ـﻴﺎﺱ
ﻤﻘــ
ﺍﻟﺨﺩﻤﺔ ﻟﻠﺸﺭﺍﺀ ﺍﻷﺩﺍﺀ ﺍﻷﺩﺍﺀ ﺍﻹﺩﺭﺍﻙ ﺍﻹﺩﺭﺍﻙ–
ﺍﻟﻤﺭﺠﻊ ﺍﻟــﺘﻭﻗﻌﺎﺕ ﺍﻟﺘﻭﻗﻌﺎﺕ
ﺍﻟﻤﺭﺠﻊ
1.00 ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ –
ﺍﻟﺘﻭﻗﻌﺎﺕ
1.00 *0.597 ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ –
ﺍﻟﺘﻭﻗﻌﺎﺕ ﺍﻟﻤﺭﺠﻊ
1.00 *0.703 *0.612 ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ
1.00 *0.726 *0.677 *0.651 ﻤﻘـــﻴﺎﺱ ﺍﻷﺩﺍﺀ
ﺍﻟﻤﺭﺠﻊ
1.00 *0.583 *0.746 *0.612 *0.532 ﺍﻟﻨﻭﺍﻴﺎ ﻟﻠﺸﺭﺍﺀ
1.00 *0.848 *0.856 *0.903 *0.853 *0.783 ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ
1.00 *0.797 *0.628 *0.668 *0.738 *0.681 *0.671 ﺍﻟﺭﻀﺎ
* ﺩﺍل ﺇﺤﺼﺎﺌﻴﺎ ﻋﻨﺩ )(Sig. 0.001
ﺃﻀـﻑ ﺇﻟـﻰ ﺫﻟـﻙ ﻓﻘـﺩ ﺘﻡ ﺍﺴﺘﺨﺩﺍﻡ ﺃﺴﻠﻭﺏ ﺍﻟﺘﺤﻠﻴل ﺍﻟﺘﻌﺎﻤﻠﻲ ﻟﺒﻴﺎﻥ ﻤﺩﻯ ﺘﺤﻤﻴل ﺍﻟﻌﻨﺎﺼﺭ ﺍﻟﻭﺍﺤﺩ
ﻭﺍﻟﻌﺸﺭﻴﻥ ﻓﻲ ﺍﻟﻘﺎﺌﻤﺔ ﻋﻠﻰ ﺍﻷﺒﻌﺎﺩ ﺍﻟﺨﻤﺴﺔ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻗﺩ ﺍﺘﻀﺢ ﻤﻥ ﺍﻟﺘﺤﻠﻴل ﺃﻨﻪ ﺒﺎﻟﻨﺴﺒﺔ ﻟﻘﺎﺌﻤﺔ
ﺍﻟـﺘﻭﻗﻌﺎﺕ ﺃﻤﻜﻥ ﺘﺤﻤﻴل ) 21ﻋﻨﺼﺭﺍ( ﻋﻠﻰ ﺨﻤﺴﺔ ﻋﻭﺍﻤل ﺘﻁﺎﺒﻕ ﺍﻷﺒﻌﺎﺩ ﺍﻟﺨﻤﺴﺔ ﺍﻟﻤﻔﺘﺭﻀﺔ ﻟﻘﻴﺎﺱ
ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ.
92
ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
93
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﻜﺫﻟـﻙ ﺃﻴﻀـﺎ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻷﻤﺎﻥ ،ﻓﺈﻥ ﻋﻨﺎﺼﺭ ﺍﻟﺘﺤﻤﻴل ﻋﻠﻰ ﺍﻷﺒﻌﺎﺩ ﺍﻟﻤﺨﺘﻠﻔﺔ ﺃﻋﻠﻰ ﻓﻲ
ﻗﺎﺌﻤﺔ ﺍﻟﺘﻭﻗﻌﺎﺕ ﻋﻨﻬﺎ ﻓﻲ ﻗﺎﺌﻤﺔ ﺍﻷﺩﺍﺀ ﺒﺎﺴﺘﺜﻨﺎﺀ ﺍﻟﻌﻨﺼﺭ ﺭﻗﻡ ) (16ﺍﻟﻤﺘﻌﻠﻕ ﺒﺤﺼﻭل ﺍﻟﻤﻭﻅﻔﻴﻥ ﻋﻠﻰ
ﺍﻟﻤﺴﺎﻨﺩﺓ ﺍﻟﻜﺎﻓﻴﺔ ﻗﺒل ﺍﻟﺒﻨﻙ ﻷﺩﺍﺀ ﻋﻤﻠﻬﻡ ﻓﺄﺼﺒﺢ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﺃﻋﻠﻰ ﻤﻥ ﺍﻟﻤﺘﻭﻗﻊ .ﺃﻀﻑ ﺇﻟﻰ ﺫﻟﻙ ﻤﺎ
ﻴﺘﻌﻠﻕ ﺒﺎﻟﺘﻌﺎﻁﻑ ﻓﺈﻥ ﺍﻟﺘﻭﻗﻌﺎﺕ ﺃﻋﻠﻰ ﻤﻥ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ.
ﺍﺨﺘﺒﺎﺭ ﺍﻟﻔﺭﻀﻴﺎﺕ
ﺴﻴﻨﺎﻗﺵ ﻫﺫﺍ ﺍﻟﺠﺯﺀ ﻤﻥ ﺍﻟﺒﺤﺙ ﻤﺩﻯ ﻗﺒﻭل ﺃﻭ ﺭﻓﺽ ﻓﺭﻀﻴﺎﺕ ﺍﻟﺒﺤﺙ:
ﺍﺨﺘﺒﺎﺭ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻷﻭﻟﻰ ﻭﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺄﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻫﻲ:
ﻻ ﺘﺨﺘﻠﻑ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻤﺤﺩﺩﺍﺕ ﺍﻟﺠﻭﺩﺓ ﻓﻲ ﺍﻟﺘﺄﺜﻴﺭ ﻋﻠﻰ ﺘﻭﻗﻌﺎﺕ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ.
ﺘﻤـﺜل ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻤﻌﺎﻴﻴﺭ ﺍﻟﺘﻲ ﻴﺴﺘﺨﺩﻤﻬﺎ ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﺘﻘﻴﻴﻡ ﺍﻟﺠﻭﺩﺓ ﻭﻫﻨﺎﻙ ﺍﺘﻔﺎﻕ
ﺒﻴـﻥ ﻏﺎﻟﺒـﻴﺔ ﺍﻟﺒﺎﺤﺜﻴـﻥ ﻋﻠـﻰ ﺍﺴﺘﺨﺩﺍﻡ ﺍﻷﺒﻌﺎﺩ ﺍﻟﻤﻘﺘﺭﺤﺔ ﻤﻥ ﺒﺎﺭﺴﻴﺭﻤﺎﻥ ﻭﺯﻤﻼﺌﻪ ﻭﻫﻲ ﺍﻟﺘﺠﺴﻴﺩ
ﻭﺍﻻﻋﺘﻤﺎﺩﻴﺔ ﻭﺍﻻﺴﺘﺠﺎﺒﺔ ﻭﺍﻟﺘﻌﺎﻁﻑ ﻭﺘﻡ ﺍﻟﺘﻌﺒﻴﺭ ﻋﻥ ﻫﺫﻩ ﺍﻷﺒﻌﺎﺩ ﻓﻲ 22ﻤﺘﻐﻴﺭ ﺘﻌﻜﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ
ﺍﻟﻤﺼﺭﻓﻴﺔ ﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭ ﺍﻟﻌﻤﻼﺀ ﻭﻗﺩ ﺘﻡ ﺍﺤﺘﺴﺎﺏ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻬﺫﻩ ﺍﻷﺒﻌﺎﺩ ﻤﻥ ﺨﻼل ﺘﺨﺼﻴﺹ
100ﺩﺭﺠﺔ ﺘﻭﺯﻉ ﻤﻥ ﺠﺎﻨﺏ ﺍﻟﻤﺴﺘﻘﺼﻰ ﻤﻨﻬﻡ ﻋﻠﻰ ﺍﻷﺒﻌﺎﺩ ﺍﻟﺨﻤﺱ.
ﺠﺩﻭل ﺭﻗﻡ )(4
ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻷﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ
ﺍﻟﺘﺭﺘﻴﺏ ﺍﻟﻘﻴﻤﺔ ﺍﻟﻤﺘﻭﺴﻁﺔ
ﺍﻷﻭل 0.212 ﺍﻻﻋﺘﻤﺎﺩﻴﺔ
ﺍﻟﺜﺎﻨﻲ 0.211 ﺍﻷﻤﺎﻥ
ﺍﻟﺜﺎﻟﺙ 0.207 ﺍﻟﺘﺠﺴﻴﺩ
ﺍﻟﺭﺍﺒﻊ 0.197 ﺍﻻﺴﺘﺠﺎﺒﺔ
ﺍﻟﺨﺎﻤﺱ 0.172 ﺍﻟﺘﻌﺎﻁﻑ
ﻭﻴﺘﻀـﺢ ﻤـﻥ ﺍﻟﺠﺩﻭل ﺭﻗﻡ ) ،(4ﺃﻥ ﺒﻌﺩ ﺍﻻﻋﺘﻤﺎﺩﻴﺔ ﺍﺤﺘل ﺍﻟﺘﺭﺘﻴﺏ ﺍﻷﻭل ﻤﻥ ﻭﺠﻬﺔ ﻨﻅﺭ
ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﺘﻘﻴﻴﻤﻬﻡ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻴﻠﻴﻪ ﺍﻷﻤﺎﻥ ﺒﻴﻨﻤﺎ ﺍﺤﺘل ﺍﻟﺘﻌﺎﻁﻑ ﺍﻟﺘﺭﺘﻴﺏ ﺍﻷﺨﻴﺭ
ﻓﻲ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ.
ﻭﺘـﺘﻔﻕ ﻨـﺘﺎﺌﺞ ﻫـﺫﺍ ﺍﻟﺒﺤﺙ ﻤﻊ ﻤﻌﻅﻡ ﻨﺘﺎﺌﺞ ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻷﺨﺭﻯ ﺤﻴﺙ ﺍﺤﺘﻠﺕ ﺍﻻﻋﺘﻤﺎﺩﻴﺔ
ﺍﻷﻫﻤـﻴﺔ ﺍﻟﻨﺴـﺒﻴﺔ ﺍﻟﻘﺼـﻭﻯ ﻤـﻥ ﻭﺠﻬﺔ ﻨﻅﺭ ﺍﻟﻌﻤﻼﺀ ﻋﻠﻰ ﺍﺨﺘﻼﻑ ﻨﻭﻉ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺘﻲ ﻴﻘﻭﻤﻭﻥ
ﺒﺎﺴـﺘﺨﺩﺍﻤﻬﺎ ﺤﻴـﺙ ﺠﺎﺀﺕ ﻫﺫﻩ ﺍﻟﻨﺘﻴﺠﺔ ﻤﺘﺴﻘﺔ ﻤﻊ ﻁﺒﻴﻌﺔ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺤﻴﺙ ﻴﺴﺘﻠﺯﻡ ﺘﻘﺩﻴﻤﻬﺎ
ﺍﻟﺴـﺭﻋﺔ ﻭﺍﻟﺩﻗﺔ ﻭﺍﻟﺴﺭﻴﺔ ﻭﺨﻠﻭ ﺍﻟﺴﺠﻼﺕ ﻭﺍﻟﺤﺴﺎﺒﺎﺕ ﻤﻥ ﺍﻟﺨﻁﺄ ﻭﻏﻴﺭﻫﺎ ﻭﻜل ﻫﺫﻩ ﺍﻟﻌﻨﺎﺼﺭ ﺘﻌﺒﺭ
94
ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﻋـﻥ ﺒﻌﺩ ﺍﻻﻋﺘﻤﺎﺩﻴﺔ ﻭﺍﻟﺫﻱ ﻴﻌﻜﺱ ﺠﻭﺩﺓ ﻤﺨﺭﺠﺎﺕ ﺍﻟﺨﺩﻤﺔ ﻭﻴﻤﺜل ﻓﻲ ﻨﻔﺱ ﺍﻟﻭﻗﺕ ﺍﻟﺨﺩﻤﺔ ﺍﻷﺴﺎﺴﻴﺔ
ﺍﻟﺘﻲ ﻴﺘﻠﻘﺎﻫﺎ ﺍﻟﻌﻤﻴل ﻭﺍﻟﺘﻲ ﻴﺤﻜﻡ ﻤﻥ ﺨﻼﻟﻬﺎ ﻋﻠﻰ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻪ.
ﻭﺒﻨﺎ ﺀ ﻋﻠﻰ ﺫﻟﻙ ﻓﺈﻨﻪ ﻴﺘﻡ ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺼﻔﺭﻴﺔ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﻌﺩﻡ ﻭﺠﻭﺩ ﺍﺨﺘﻼﻑ ﺒﻴﻥ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ
ﻷﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ.
ﺍﺨﺘﺒﺎﺭ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺜﺎﻨﻴﺔ ﻭﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻫﻲ:
ﻻ ﻴﻭﺠـﺩ ﺍﺨﺘﻼﻓﺎﺕ ﻓﻲ ﻗﺩﺭﺓ ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ/ﺍﻟﺘﻭﻗﻌﺎﺕ ،ﻭﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ )ﺴﻭﺍﺀ ﺍﻟﻤﺭﺠﺢ ﺃﻭ
ﺩﻭﻥ ﺘﺭﺠﻴﺢ( ﻋﻠﻰ ﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ.
ﻟﻘـﺩ ﺘـﻡ ﺍﺴﺘﺨﺩﺍﻡ ﺃﺴﻠﻭﺏ ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﻤﺘﻌﺩﺩ ﺒﺎﺴﺘﺨﺩﺍﻡ ﺒﺭﻨﺎﻤﺠﻲ ﺍﻻﻨﺤﺩﺍﺭ ﺍﻟﻤﺘﻌﺩﺩ ﺍﻟﻜﻠﻲ )(enter
ﻭﻁـﺭﻴﻘﺔ ﺍﻻﻨﺤـﺩﺍﺭ ﺫﻱ ﺍﻟﺨﻁﻭﺍﺕ ﺍﻟﻤﺘﺘﺎﺒﻌﺔ ) (stepwiseﻟﺘﺤﺩﻴﺩ ﺃﻜﺜﺭ ﺍﻟﻤﻘﺎﻴﻴﺱ ﻗﺩﺭﺓ ﻋﻠﻰ ﺘﻔﺴﻴﺭ
ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻗﺩ ﺘﻤﺜﻠﺕ ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﻤﺴﺘﻘﻠﺔ ﻓﻲ ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻓﻲ ﻜل ﺍﻟﺘﺒﺎﻴﻥ
ﻤﻘـﻴﺎﺱ ،ﺒﻴﻨﻤﺎ ﺘﻡ ﻗﻴﺎﺱ ﺍﻟﻤﺘﻐﻴﺭ ﺍﻟﺘﺎﺒﻊ ﻤﻥ ﺨﻼل ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻟﻠﺠﻭﺩﺓ ﺍﻟﻜﻠﻴﺔ ﻟﻠﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ
ﻜﻤﺎ ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل ﺭﻗﻡ ).(5
ﻜﺫﻟﻙ ﻴﺘﻀﺢ ﻤﻥ ﺍﻟﺠﺩﻭل ﺭﻗﻡ ) ،(5ﻭﺍﻟﺠﺩﻭل ﺭﻗﻡ ) (6ﺃﻥ ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ) (servperf.ﻴﻌﺘﺒﺭ ﺃﻓﻀل
ﻤـﻥ ﻤﻘﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ) (servqual.ﻓﻲ ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻴﻬﺎ ﺤﻴﺙ ﺇﻥ
ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ) (servperf.ﻏﻴﺭ ﺍﻟﻤﺭﺠﺢ ﻗﺩ ﻓﺴﺭ %67ﻤﻥ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ.
ﺍﻟﺠﺩﻭل ﺭﻗﻡ )(5
ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺠﻭﺩﺓ )(servqual
ﻤﻘﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ )(Servqual
ﻤﺭﺠﺢ ﻏﻴﺭ ﻤﺭﺠﺢ
ﺍﻟﻤﻌﻨﻭﻴﺔ R2 ﺍﻟﻤﻌﻨﻭﻴﺔ R2
ﺍﻟﺘﺠﺴﻴﺩ
0.00 0.103 0.00 0.108 ﺍﻻﻋﺘﻤﺎﺩﻴﺔ
0.00 0.259 0.00 0.263 ﺍﻻﺴﺘﺠﺎﺒﺔ
ﺍﻷﻤﺎﻥ
ﺍﻟﺘﻌﺎﻁﻑ
0.00 0.362 0.00 0.371 ﺇﺠﻤﺎﻟﻲ
58.555 19.844 ﻗﻴﻤﺔ F
0.513 0.329 ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ
00.0 00.0 ﻤﺴﺘﻭﻯ ﺍﻟﻤﻌﻨﻭﻴﺔ
95
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﻜﺫﻟـﻙ ﻓﺈﻥ ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ ﺍﻟﻤﺭﺠﺢ ﻗﺩ ﻓﺴﺭ % 66ﻤﻥ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﺒﺔ
ﻓـﻲ ﺤﻴﻥ ﺃﻥ ﻤﻘﻴﺎﺱ ﺍﻟﺘﻭﻗﻌﺎﺕ) (servqual.ﻏﻴﺭ ﺍﻟﻤﺭﺠﺢ ﻗﺩ ﻓﺴﺭ ﻓﻘﻁ %37ﻤﻥ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ
ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻜﺫﻟﻙ ﻓﺈﻥ ﻤﻘﻴﺎﺱ ﺍﻟﺘﻭﻗﻌﺎﺕ ﺍﻟﻤﺭﺠﺢ ﻗﺩ ﻓﺴﺭ . %36ﺃﻀﻑ ﺇﻟﻰ ﺫﻟﻙ ﻓﻘﺩ ﺃﻅﻬﺭ
ﺍﻟﺠﺩﻭل ﺭﻗﻡ ) ،(5ﺍﻟﺠﺩﻭل ﺭﻗﻡ ) (6ﺃﻥ ﺒﻌﺩ ﺍﻻﻋﺘﻤﺎﺩﻴﺔ ﻭﺍﻻﺴﺘﺠﺎﺒﺔ ﻤﻥ ﺃﻜﺜﺭ ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ ﻗﺩﺭﺓ ﻋﻠﻰ
ﺘﻔﺴـﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻓﻲ ﻅل ﺍﻟﻤﻘﺎﻴﻴﺱ ﺍﻷﺭﺒﻌﺔ ﺤﻴﺙ ﻓﺴﺭ ﻟﻭﺤﺩﻩ %14ﻭﻓﻕ
ﻤﻘﻴﺎﺱ ﺍﻻﺩﺍﺀ ،ﻭ %10.8ﻭ %10.3ﻭﻓﻘﹰﺎ ﻟﻤﻘﺎﻴﻴﺱ ﺍﻹﺩﺭﺍﻙ ﻭﺍﻟﺘﻭﻗﻌﺎﺕ ﻋﻠﻰ ﺍﻟﺘﻭﺍﻟﻲ ﻜﺫﻟﻙ ﺃﻴﻀﹰﺎ ﻓﺈﻥ
ﺒﻌـﺩ ﺍﻻﺴـﺘﺠﺎﺒﺔ ﻗﺩ ﻓﺴﺭ ﻟﻭﺤﺩﻩ %25.9 ، %26.3ﻭﻓﻘﹰﺎ ﻟﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ ﻏﻴﺭ ﺍﻟﻤﺭﺠﺢ ﻭﺍﻟﻤﺭﺠﺢ
ﻋﻠﻰ ﺍﻟﺘﻭﺍﻟﻲ ﻓﻲ ﺤﻴﻥ ﺃﻨﻪ ﻓﺴﺭ %16.6ﻤﻥ ﺍﻟﺘﺒﺎﻴﻥ ﻭﻓﻕ ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ.
ﺍﻟﺠﺩﻭل ﺭﻗﻡ )(6
ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺠﻭﺩﺓ )(servperf
ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ )(Servperf
ﻤﺭﺠﺢ ﻏﻴﺭ ﻤﺭﺠﺢ
ﻭﻴﻼﺤـﻅ ﻤـﻥ ﺍﻟﺠﺩﻭل ﺭﻗﻡ ) (6ﺃﻴﻀﺎ ﺃﻥ ﻓﻲ ﻅل ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ ﻏﻴﺭ ﺍﻟﻤﺭﺠﺢ ﺒﺎﻷﻭﺯﺍﻥ ﺘﻡ ﺍﻹﺒﻘﺎﺀ
ﻋﻠﻰ ﺍﻷﺒﻌﺎﺩ ﺍﻟﺨﻤﺴﺔ ﻜﻠﻬﺎ ﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ،ﻭﺒﺫﻟﻙ ﻴﻤﻜﻥ ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ
96
ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﺍﻟﺼﻔﺭﻴﺔ ﺍﻟﺜﺎﻨﻴﺔ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﻌﺩﻡ ﻭﺠﻭﺩ ﺍﺨﺘﻼﻓﺎﺕ ﺒﻴﻥ ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ ﻭﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﻓﻲ ﺘﻔﺴﻴﺭ
ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ.
ﺇﺨﺘﺒﺎﺭ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺜﺎﻟﺜﺔ ﻭﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺎﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻜل ﻤﻥ ﺍﻟﺭﻀﺎ ﻭﻨﻴﺔ ﺍﻟﺸﺭﺍﺀ ﻭﻫﻲ:
ﻻ ﺘﻭﺠﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻤﻥ ﻨﺎﺤﻴﺔ ﻭﺩﺭﺠﺔ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ
ﻋﻥ ﻫﺫﻩ ﺍﻟﺨﺩﻤﺔ ﻭﻜﺫﻟﻙ ﻨﻭﺍﻴﺎ ﺍﻟﻌﻤﻼﺀ ﻟﻠﺸﺭﺍﺀ ﻤﻥ ﻨﺎﺤﻴﺔ ﺃﺨﺭﻯ.
ﻟﻘﺩ ﻫﺩﻑ ﺍﻟﺒﺤﺙ ﺩﺭﺍﺴﺔ ﻁﺒﻴﻌﺔ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﻤﺘﻐﻴﺭ ﺍﻟﺠﻭﺩﺓ ﻭﻜل ﻤﻥ ﻤﺘﻐﻴﺭﻱ ﺍﻟﺭﻀﺎ ﻭﺍﻟﻨﻭﺍﻴﺎ ﻟﻠﺸﺭﺍﺀ
ﻓـﻲ ﻤﺤﺎﻭﻟﺔ ﻟﺘﺤﺩﻴﺩ ﺘﺄﺜﻴﺭ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ ﻋﻠﻰ ﺍﻟﺭﻀﺎ ﻭﻤﺩﻯ ﺘﺄﺜﻴﺭﻫﺎ ﻋﻠﻰ ﻨﻭﺍﻴﺎ ﺍﻟﺸﺭﺍﺀ ﺍﻟﻤﺴﺘﻘﺒﻠﻴﺔ
ﻟﻠﻌﻤـﻼﺀ ﻟﻠﺘﻌﺎﻤل ﻤﻊ ﺫﺍﺕ ﺍﻟﺒﻨﻙ ﻜﺫﻟﻙ ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل ﺭﻗﻡ) (2ﺘﺤﻠﻴل ﺍﻻﺭﺘﺒﺎﻁ ﺃﻅﻬﺭ ﻭﺠﻭﺩ ﻋﻼﻗﺔ
ﺍﺭﺘـﺒﺎﻁ ﻁﺭﺩﻴﺔ ﻗﻭﻴﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ) (sig 0.00ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﺍﻟﺭﻀﺎ ﺤﻴﺙ
ﻜـﺎﻥ ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ 0.797ﻭﺒﺫﻟﻙ ﻴﻤﻜﻥ ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺼﻔﺭﻴﺔ ﺍﻟﺜﺎﻟﺜﺔ ﻭﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﻌﺩﻡ ﻭﺠﻭﺩ
ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻋﻥ ﻫﺫﻩ ﺍﻟﺨﺩﻤﺔ.
ﻜﺫﻟـﻙ ﺃﻅﻬﺭ ﺍﻟﺠﺩﻭل ﺭﻗﻡ ) (2ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﻗﻭﻴﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ) (sig 0.00ﺍﻟﺠﻭﺩﺓ
ﺍﻟﻤﺼـﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤـﺔ ﻭﺒﻴﻥ ﻨﻭﺍﻴﺎ ﺍﻟﺸﺭﺍﺀ ﺒﻤﻌﺎﻤل ﺍﺭﺘﺒﺎﻁ ﻗﺩﺭﻩ 0.848ﻭﺒﻴﻥ ﺍﻟﺭﻀﺎ ﻭﻨﻭﺍﻴﺎ ﺍﻟﺸﺭﺍﺀ
ﺒﻤﻌـﺎﻤل ﺍﺭﺘـﺒﺎﻁ ﻗـﺩﺭﻩ .0.628ﻭﺒﻨﺎﺀﺍ ﻋﻠﻰ ﻤﺎ ﺴﺒﻕ ﻓﺈﻨﻪ ﻴﻤﻜﻥ ﺭﻓﺽ ﺍﻟﻔﺭﻀﻴﺔ ﺍﻟﺼﻔﺭﻴﺔ ﺍﻟﺜﺎﻟﺜﺔ
ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﻌﺩﻡ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻨﻭﺍﻴﺎ ﺍﻟﺸﺭﺍﺀ.
ﻨﺘﺎﺌﺞ ﺍﻟﺩﺭﺍﺴﺔ:
ﺃﻅﻬـﺭﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﺍﻟﺤﺎﻟﻴﺔ ﺍﻟﻌﺩﻴﺩ ﻤﻥ ﺍﻟﺩﻻﻻﺕ ﻭﺍﻟﻤﺠﺎﻻﺕ ﺍﻟﺘﻲ ﺘﻔﻴﺩ ﻤﺘﺨﺫﻱ ﺍﻟﻘﺭﺍﺭﺍﺕ ﻓﻲ ﺍﻟﺒﻨﻭﻙ
ﻭﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺈﺩﺍﺭﺓ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻗﻴﺎﺴﻬﺎ ﻭﻫﻲ:
-1ﺇﻥ ﺘﻔﻬـﻡ ﺘﻭﻗﻌـﺎﺕ ﺍﻟﻌﻤﻴل ﻴﻌﺘﺒﺭ ﻤﻁﻠﺒﺎ ﺃﺴﺎﺴﻴﺎ ﻨﺤﻭ ﺘﻘﺩﻴﻡ ﺨﺩﻤﺔ ﻤﺼﺭﻓﻴﺔ ﺃﻓﻀل ﻟﻠﻌﻤﻼﺀ
ﻭﺘﺤﻘـﻴﻕ ﺍﻟﺭﻀـﺎ ﻟﺩﻴﻬـﻡ ،ﻓﻌﻠﻰ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻓﻠﺴﻁﻴﻥ ﺃﻥ ﺘﺘﻌﺭﻑ ﻋﻠﻰ ﻁﺒﻴﻌﺔ
ﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﺍﻟﺒﻴﺌﺔ ﺍﻟﻔﻠﺴﻁﻴﻨﻴﺔ ﺤﺘﻰ ﻴﺘﺴﻨﻰ ﺘﻘﺩﻴﻡ ﺨﺩﻤﺔ ﺃﻓﻀل ﻟﺘﺸﺒﻊ ﻫﺫﻩ ﺍﻟﺘﻭﻗﻌﺎﺕ
ﻭﺫﻟﻙ ﻤﻥ ﺨﻼل ﺘﺼﻤﻴﻡ ﺃﻓﻀل ﻟﻠﺨﺩﻤﺎﺕ ﻭﻁﺭﻕ ﺃﻓﻀل ﻟﺘﻘﺩﻴﻤﻬﺎ.
-2ﺇﻥ ﻋﻤﻠـﻴﺔ ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻟﻬﺫﻩ ﺍﻟﺨﺩﻤﺔ ﻫﻭ ﺍﻟﻤﺩﺨل ﺍﻟﺭﺌﻴﺱ ﻟﺘﻁﻭﻴﺭ
ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻠﻌﻤﻼﺀ ﻭﺘﺤﺴﻴﻨﻬﺎ.
-3ﻀـﺭﻭﺭﺓ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺒﺸﻜﻠﻬﺎ ﺍﻟﺼﺤﻴﺢ ﻭﻤﻥ ﺃﻭل ﻤﺭﺓ ﺤﻴﺙ ﻴﻤﻜﻥ ﺍﻟﻘﻴﺎﻡ ﺒﺫﻟﻙ
ﻤـﻥ ﺨﻼل ﻤﻌﺭﻓﺔ ﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻼﺀ ،ﺤﻴﺙ ﺇﻥ ﺒﻌﺩ ﺍﻻﻋﺘﻤﺎﺩﻴﺔ ﺍﺤﺘل ﻗﺎﺌﻤﺔ ﺍﻫﺘﻤﺎﻡ ﺍﻟﻌﻤﻼﺀ
ﻜـﺄﻫﻡ ﺒﻌـﺩ ﻤﻥ ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ .ﻓﺎﻟﻌﻤﻼﺀ ﻴﺤﻜﻤﻭﻥ ﻋﻠﻰ ﺍﻟﺨﺩﻤﺔ ﻤﻥ ﺨﻼل ﺘﺄﺩﻴﺘﻬﺎ ﺒﺎﻟﻁﺭﻴﻘﺔ
ﺍﻟﺼﺤﻴﺤﺔ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻟﺘﻔﺎﻋل ﺒﻴﻥ ﻤﻘﺩﻡ ﺍﻟﺨﺩﻤﺔ ﻭﺍﻟﻌﻤﻼﺀ.
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ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
-4ﺃﻭﻀـﺤﺕ ﺍﻟﺒﺤـﺙ ﺃﻥ ﻫﻨﺎﻙ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﻗﻭﻴﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ
ﻭﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ.
-5ﺇﻥ ﺍﺴـﺘﻤﺭﺍﺭ ﺍﻟﻌﻤـﻼﺀ ﻓـﻲ ﺍﻟﺘﻌﺎﻤل ﻤﻊ ﺍﻟﺒﻨﻭﻙ ﻭﺯﻴﺎﺩﺓ ﻭﻻﺀﻫﻡ ﻴﻌﺘﻤﺩ ﺒﺸﻜل ﺃﺴﺎﺱ ﻋﻠﻰ
ﺘﻘﻴﻴﻤﻬﻡ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ ﺇﻟﻴﻬﻡ.
ﺍﻟﺘﻭﺼﻴﺎﺕ:
-1ﻀﺭﻭﺭﺓ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺯﻴﺎﺩﺓ ﺍﻟﺜﻘﺔ ﺒﻴﻥ ﺍﻟﺒﻨﻙ ﻭﻋﻤﻼﺌﻪ ﻭﺫﻟﻙ ﻤﻥ ﺨﻼل:
-ﺍﻻﺴﺘﻤﺎﻉ ﻟﻠﻌﻤﻼﺀ ﻭﺘﻠﻘﻲ ﺸﻜﻭﺍﻫﻡ ﻭﻤﻘﺘﺭﺤﺎﺘﻬﻡ ﻭﺴﺭﻋﺔ ﺤﻠﻬﺎ.
-ﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻟﺘﺴﻭﻴﻕ ﺍﻟﻤﺼﺭﻓﻲ ﻭﺸﺭﺡ ﺴﻴﺎﺴﺎﺕ ﺍﻟﺒﻨﻭﻙ ﺒﻌﻤﻼﺌﻬﺎ.
-ﺘﻭﻓـﻴﺭ ﺍﻟﻤﻌﻠﻭﻤـﺎﺕ ﻋـﻥ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺘﻲ ﺘﻤﻨﺤﻬﺎ ﺍﻟﺒﻨﻭﻙ ﻭﺘﺩﺭﻴﺏ ﺍﻟﻌﻤﻼﺀ ﻋﻠﻰ
ﺍﺴﺘﺨﺩﺍﻤﻬﺎ.
-ﺴﺭﻋﺔ ﺍﻻﺴﺘﺠﺎﺒﺔ ﻟﺭﻏﺒﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻭﺘﻭﻗﻌﺎﺘﻬﻡ.
-2ﻀﺭﻭﺭﺓ ﺍﻟﻘﻴﺎﻡ ﺒﺩﺭﺍﺴﺎﺕ ﻋﻤﻠﻴﺔ ﻟﻠﺘﻌﺭﻑ ﻋﻠﻰ ﻤﻘﻴﺎﺱ ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻟﻠﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ.
-3ﻀـﺭﻭﺭﺓ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺎﻟﺴﺭﻋﺔ ﻭﺍﻟﺩﻗﺔ ﻓﻲ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻻﻟﺘﺯﺍﻡ ﺒﻤﺎ ﻴﺘﻡ ﻭﻋﺩ
ﺍﻟﻌﻤﻴل ﺒﻪ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺍﻟﺘﺄﻜﺩ ﻤﻥ ﺨﻠﻭ ﺍﻟﺴﺠﻼﺕ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺎﻟﻌﻤﻼﺀ ﻤﻥ ﺍﻷﺨﻁﺎﺀ.
-4ﻀـﺭﻭﺭﺓ ﺍﻻﻫﺘﻤﺎﻡ ﺒﺘﺤﻘﻴﻕ ﺍﻟﺭﻀﺎ ﺍﻟﻜﺎﻤل ﻟﻠﻌﻤﻼﺀ ﻤﻥ ﺨﻼل ﺘﺤﻘﻴﻕ ﺍﻟﺭﻀﺎ ﺍﻟﻜﻠﻲ ﻟﻠﻌﻤﻼﺀ
ﻭﺫﻟـﻙ ﻤـﻥ ﺨﻼل ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻜﻴﻔﻴﺔ ﺘﺴﻠﻴﻤﻬﺎ ﻟﺘﺘﻤﺸﻰ ﻤﻊ ﺃﻭ
ﺘﻔﻭﻕ ﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻼﺀ.
-5ﻀـﺭﻭﺭﺓ ﺘﺭﻜـﻴﺯ ﺍﻟﺒﻨﻭﻙ ﻋﻠﻰ ﺘﺩﺭﻴﺏ ﺍﻟﻤﻭﻅﻔﻴﻥ ﺍﻟﻤﺘﺼﻠﻴﻥ ﻤﺒﺎﺸﺭﺓ ﻤﻊ ﺍﻟﻌﻤﻼﺀ ﻟﻀﻤﺎﻥ
ﺍﻻﻫﺘﻤﺎﻡ ﺒﺠﻭﺍﻨﺏ ﺍﻟﺨﺩﻤﺔ ﺴﻭﺍ ﺀ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺎﻷﺩﺍﺀ ﺍﻟﻨﻬﺎﺌﻲ ﺃﻭ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﻠﺤﻅﺎﺕ ﺍﻟﺼﺩﻕ ﺃﺜﻨﺎﺀ
ﺍﻟﺘﻔﺎﻋل ﺒﻴﻥ ﻤﻘﺩﻡ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﺍﻟﻌﻤﻴل.
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ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﺍﻟﻤﺭﺍﺠﻊ
ﺃﻭﻻ :ﺍﻟﻤﺭﺍﺠﻊ ﺍﻟﻌﺭﺒﻴﺔ:
.1ﺃﺒﻭ ﻤﻌﻤﺭ ،ﻓﺎﺭﺱ)" ،(2002ﺩﻭﺭ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﺍﻻﺴﺘﺜﻤﺎﺭ ﻓﻲ ﻓﻠﺴﻁﻴﻥ ﻟﻠﻔﺘﺭﺓ )2000 - 1999ﻡ("
ﻤﺠﻠﺔ ﺍﻟﺠﺎﻤﻌﺔ ﺍﻹﺴﻼﻤﻴﺔ ،ﺍﻟﻤﺠﻠﺩ ﺍﻟﻌﺎﺸﺭ ،ﺍﻟﻌﺩﺩ ﺍﻷﻭل ،ﻜﺎﻨﻭﻥ ﺍﻟﺜﺎﻨﻲ ،ﻏﺯﺓ ،ﻓﻠﺴﻁﻴﻥ.
.2ﺍﻟﺠﻤـل ،ﻏـﺎﻨﻡ)" ،(1992ﺇﺩﺭﺍﻙ ﺍﻟﻤﺴـﺘﻬﻠﻙ ﻟﺠـﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻓﻲ ﺍﻷﺭﺩﻥ" ،ﺭﺴﺎﻟﺔ
ﻤﺎﺠﺴﺘﻴﺭ ﻏﻴﺭ ﻤﻨﺸﻭﺭﺓ ،ﺍﻟﺠﺎﻤﻌﺔ ﺍﻷﺭﺩﻨﻴﺔ ،ﺍﻷﺭﺩﻥ.
.3ﺤﺩﺍﺩ ،ﺸﻔﻴﻕ ﻭﺠﻭﺩﻩ ،ﻤﺤﻔﻭﻅ)" ،(2003ﺃﺜﺭ ﺩﻭﺍﻓﻊ ﺘﻌﺎﻤل ﺍﻟﻌﻤﻼﺀ ﻤﻊ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻋﻠﻰ
ﺩﺭﺠـﺔ ﻭﻻﺌﻬـﻡ ﻟﻬﺎ – ﺩﺭﺍﺴﺔ ﻤﻴﺩﺍﻨﻴﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻓﻲ ﺍﻷﺭﺩﻥ" ،ﺠﺎﻤﻌﺔ ﺍﻟﻌﻠﻭﻡ
ﺍﻟﺘﻁﺒﻴﻘﻴﺔ ﺍﻟﺨﺎﺼﺔ ،ﺍﻟﻤﺠﻠﺔ ﺍﻷﺭﺩﻨﻴﺔ ﻟﻠﻌﻠﻭﻡ ﺍﻟﺘﻁﺒﻴﻘﻴﺔ ،ﺍﻟﻌﻠﻭﻡ ﺍﻹﻨﺴﺎﻨﻴﺔ ،ﺍﻟﻤﺠﻠﺩ ﺍﻟﺴﺎﺩﺱ ،ﺍﻟﻌﺩﺩ ﺍﻟﺜﺎﻨﻲ،
ﺹ.23-1
.4ﺴـﻠﻁﺔ ﺍﻟﻨﻘﺩ ﺍﻟﻔﻠﺴﻁﻴﻨﻴﺔ ،(2004)،ﺍﻟﻨﺸﺭﺓ ﺍﻹﺤﺼﺎﺌﻴﺔ ﻋﺩﺩ ﺍﻟﻔﺭﻭﻉ ﻭﺍﻟﻤﻜﺎﺘﺏ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻟﻀﻔﺔ
ﻭﺍﻟﻘﻁﺎﻉ ﻓﻲ 2004/8/31ﻤﻭﺯﻋﺔ ﺤﺴﺏ ﺍﻟﻤﻨﺎﻁﻕ.
.5ﺍﻟﺼـﺤﻥ ،ﻤﺤﻤـﺩ ﻓﺭﻴﺩ)" ،(1994ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ ﻟﻠﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ :ﺩﺭﺍﺴﺔ ﻤﻴﺩﺍﻨﻴﺔ ﻹﺨﺘﺒﺎﺭ
ﻤﺤﺩﺩﺍﺘﻬﺎ ﻭﺍﻟﻨﻤﺎﺫﺝ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﻗﻴﺎﺴﻬﺎ" ،ﻤﺠﻠﺔ ﻜﻠﻴﺔ ﺍﻟﺘﺠﺎﺭﺓ ﻟﻠﺒﺤﻭﺙ ﺍﻟﻌﻠﻤﻴﺔ ،ﻤﻠﺤﻕ ﺍﻟﻌﺩﺩ ﺍﻟﺜﺎﻨﻲ،
ﺍﻟﻤﺠﻠﺩ ﺍﻟﻭﺍﺤﺩ ﻭﺍﻟﺜﻼﺜﻭﻥ ،ﻜﻠﻴﺔ ﺍﻟﺘﺠﺎﺭﺓ ،ﺠﺎﻤﻌﺔ ﺍﻹﺴﻜﻨﺩﺭﻴﺔ.
.6ﻜﻭﻜﺎﻟـﻲ ،ﻨﺒـﻴل)" ،(1998ﺍﺴـﺘﻁﻼﻉ ﻟﺭﺃﻱ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺤﻭل ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻟﺒﻨﻭﻙ
ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺃﺭﺍﻀﻲ ﺍﻟﺴﻠﻁﺔ ﺍﻟﻭﻁﻨﻴﺔ ﺍﻟﻔﻠﺴﻁﻴﻨﻴﺔ ،ﺍﻟﻤﺭﻜﺯ ﺍﻟﻔﻠﻁﺴﻴﻨﻲ ﻻﺴﺘﻁﻼﻉ ﺍﻟﺭﺃﻱ ،ﺒﻴﺕ ﺴﺎﺤﻭﺭ،
ﻓﻠﺴﻁﻴﻥ.
.7ﺍﻟﻔﻠﻴـﺕ ،ﺨﻠـﻭﺩ)" (2004ﺃﺜﺭ ﺍﻟﺘﺴﻬﻴﻼﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻋﻠﻰ ﻗﻁﺎﻋﺎﺕ ﺍﻻﻗﺘﺼﺎﺩ ﺍﻟﻤﺨﺘﻠﻔﺔ – ﺩﺭﺍﺴﺔ
ﺘﻁﺒﻴﻘﻴﺔ ﻋﻠﻰ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻓﻠﺴﻁﻴﻥ" ﺭﺴﺎﻟﺔ ﻤﺎﺠﺴﺘﻴﺭ ،ﺍﻟﺠﺎﻤﻌﺔ ﺍﻻﺴﻼﻤﻴﺔ ،ﻜﻠﻴﺔ ﺍﻟﺘﺠﺎﺭﺓ.
.8ﻤﻌـﻼ ،ﻨﺎﺠـﻲ)" ،(1998ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻓﻲ
ﺍﻷﺭﺩﻥ )ﺩﺭﺍﺴﺔ ﻤﻴﺩﺍﻨﻴﺔ( " ،ﺩﺭﺍﺴﺎﺕ ،ﺍﻟﻌﻠﻭﻡ ﺍﻹﺩﺍﺭﻴﺔ ،ﺍﻟﻤﺠﻠﺩ ،25ﺍﻟﻌﺩﺩ .2
ﺜﺎﻨﻴ ﹰﺎ :ﺍﻟﻤﺭﺍﺠﻊ ﺍﻻﻨﺠﻠﻴﺯﻴﺔ:
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10. Allred, A. T., (2001)," Employee evaluations of service quality at banks and
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11. Athanassopoulos, A.D., (1997), "Another look into the agenda of customer
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12. Avkiran, N. K., (1994), "Developing an Instrument to Measure Customer
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102
ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﺍﺴﺘﺒــﺎﻨــﺔ
ﺘﻬﺩﻑ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ ﺭﺃﻴﻙ ﻓﻲ ﻤﺴﺘﻭﻯ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﻭﺫﻟﻙ
ﺨﻼل ﻤﺠﻤﻭﻋﺘﻴﻥ ﻤﻥ ﺍﻷﺴﺌﻠﺔ ،ﺘﻘﻴﺱ ﺍﻟﻤﺠﻤﻭﻋﺔ ﺍﻷﻭﻟﻰ ﺘﻭﻗﻌﺎﺘﻙ ﻋﻥ ﺍﻟﺨﺩﻤﺔ ﻓﻲ ﺍﻟﺒﻨﻙ ﻭﺘﻘﻴﺱ
ﺍﻟﻤﺠﻤﻭﻋﺔ ﺍﻟﺜﺎﻨﻴﺔ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻔﻌﻠﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻤﻥ ﺍﻟﺒﻨﻙ ﺍﻟﺫﻱ ﺘﺘﻌﺎﻤل ﻤﻌﻪ.
ﻭﻴﺘﻭﺠﻪ ﺍﻟﺒﺎﺤﺙ ﺒﺠﺯﻴل ﺍﻟﺸﻜﺭ ﻟﻜل ﻤﻥ ﺴﺎﻫﻡ ﻓﻲ ﺘﺤﺴﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻓﻲ ﺍﻟﺒﻨﻭﻙ
ﺍﻟﻤﺤﻠﻴﺔ ﺨﻼل ﻤﺸﺎﺭﻜﺘﻪ ﻓﻲ ﻫﺫﺍ ﺍﻻﺴﺘﺒﻴﺎﻥ.
ﺃﻨﺜﻰ ﺫﻜﺭ
103
ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ...
ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺘﻭﻗﻌﺔ:
ﺒﻨﺎ ﺀ ﻋﻠﻰ ﺘﻌﺎﻤﻠﻙ ﺍﻟﺴﺎﺒﻕ ﻭﺍﻟﺤﺎﻟﻲ ﻤﻊ ﺍﻟﺒﻨﻭﻙ ،ﻨﺭﺠﻭ ﺘﻭﻀﻴﺢ ﻤﺩﻯ ﺃﻫﻤﻴﺔ ﺘﻭﺍﻓﺭ ﺍﻟﺴﻤﺎﺕ ﺍﻟﻤﺸﺎﺭ
ﺇﻟﻴﻬﺎ ﻓﻲ ﺍﻟﻌﺒﺎﺭﺍﺕ ،ﻟﻀﻤﺎﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻤﻥ ﺍﻟﺒﻨﻭﻙ.
)(5 )(4 )(3 )(2 )(1
ﻋﺎل ﺠﺩﹰﺍ ﻋﺎل ﻤﺘﻭﺴﻁ ﻤﻘﺒﻭل ﻏﻴﺭ ﻤﻬﻡ
ﺍﻟﻤﻁﻠﻭﺏ /ﺍﺨﺘﻴﺎﺭ ﺫﻟﻙ ﺍﻟﺭﻗﻡ ﺍﻟﺫﻱ ﻴﻌﻜﺱ ﺘﻘﺩﻴﺭ ﺒﺼﺩﻕ ﺘﻭﻗﻌﺎﺘﻙ ﻤﻥ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻤﻥ ﺍﻟﺒﻨﻭﻙ:
.1ﻀﺭﻭﺭﺓ ﺘﻭﻓﺭ ﻤﻌﺩﺍﺕ ﻤﺴﺎﻴﺭﺓ ﻟﻠﻌﺼﺭ ﻭﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﺤﺩﻴﺜﺔ.
.2ﺃﻥ ﻴﻜﻭﻥ ﻤﻅﻬﺭ ﺍﻟﻤﻜﺎﻥ ﺠﺫﺍﺒﹰﺎ.
.3ﺘﻤﻴﻴﺯ ﺍﻟﻌﺎﻤﻠﻴﻥ ﺒﺤﺴﻥ ﺍﻟﻤﻅﻬﺭ ﻭﺃﻨﺎﻗﺔ ﺍﻟﻤﻠﺒﺱ.
.4ﺍﻟﻤﻅﻬﺭ ﺍﻟﻌﺎﻡ ﻟﻠﺒﻨﻙ ﻴﺠﺏ ﺃﻥ ﻴﺘﻼﺀﻡ ﻤﻊ ﻁﺒﻴﻌﺔ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ.
.5ﻋﻨﺩﻤﺎ ﺘﻌﺩ ﺍﻟﺒﻨﻭﻙ ﺒﺄﺩﺍﺀ ﻋﻤل ﻤﺎ ﻓﻲ ﻭﻗﺕ ﻤﻌﻴﻥ ﻓﻴﺠﺏ ﺃﻥ ﺘﻠﺘﺯﻡ ﺒﺫﻟﻙ.
.6ﻀﺭﻭﺭﺓ ﺃﻥ ﺘﺘﻌﺎﻁﻑ ﺍﻟﺒﻨﻭﻙ ﻤﻊ ﺍﻟﻌﻤﻴل ﻋﻨﺩ ﻤﻭﺍﺠﻬﺘﻪ ﻤﺸﻜﻠﺔ ﻤﺎ ﻭﺘﻘﻭﻡ ﺒﻁﻤﺄﻨﺘﻪ ﻋﻠﻰ ﺇﻤﻜﺎﻨﻴﺔ ﺤﻠﻬﺎ.
.7ﻀﺭﻭﺭﺓ ﺃﻥ ﺘﺅﺩﻱ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺨﺩﻤﺔ ﺍﻟﺼﺤﻴﺤﺔ ﻟﻠﻌﻤﻴل ﻤﻥ ﺃﻭل ﻤﺭﺓ.
.8ﻀﺭﻭﺭﺓ ﺍﺤﺘﻔﺎﻅ ﺍﻟﺒﻨﻭﻙ ﺒﺴﺠﻼﺕ ﺩﻗﻴﻘﺔ.
.9ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﺘﺤﺩﻴﺩ ﻭﻗﺕ ﺇﻨﺠﺎﺯ ﺍﻟﺨﺩﻤﺔ.
ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﺒﻨﻭﻙ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻔﻭﺭﻴﺔ. .10
ﻀﺭﻭﺭﺓ ﺃﻥ ﻴﻜﻭﻥ ﻟﺩﻯ ﺍﻟﻌﺎﻤﻠﻴﻥ ﺍﻻﺴﺘﻌﺩﺍﺩ ﺍﻟﺘﺎﻡ ﻟﻤﺴﺎﻋﺩﺓ ﺍﻟﻌﻤﻼﺀ. .11
ﻤﻥ ﻏﻴﺭ ﺍﻟﻤﻘﺒﻭل ﺃﻥ ﻴﺘﻤﻜﻥ ﺍﻟﻌﺎﻤﻠﻭﻥ ﻤﻥ ﺘﻠﺒﻴﺔ ﻁﻠﺒﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻓﻭﺭﹰﺍ ﻻﻨﺸﻐﺎﻟﻬﻡ ﻓﻲ ﺃﻋﻤﺎل ﺃﺨﺭﻯ. .12
ﻴﺴﺘﻁﻴﻊ ﺍﻟﻌﻤﻼﺀ ﺃﻥ ﻴﺜﻘﻭﺍ ﻓﻲ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﺒﻨﻭﻙ. .13
ﻴﺠﺏ ﺃﻥ ﻴﺸﻌﺭ ﺍﻟﻌﻤﻼﺀ ﺒﺎﻷﻤﺎﻥ ﻓﻲ ﺘﻌﺎﻤﻼﺘﻬﻡ ﻤﻊ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﺒﻨﻙ. .14
ﻀﺭﻭﺭﺓ ﺍﺘﺼﺎﻑ ﺍﻟﻌﺎﻤﻠﻴﻥ ﺒﺎﻟﺒﻨﻭﻙ ﺒﺎﻟﺴﻠﻭﻙ ﺍﻟﻤﻬﺫﺏ ﺍﻟﻤﺠﺎﻤل. .15
ﻀﺭﻭﺭﺓ ﺤﺼﻭل ﻤﻭﻅﻔﻲ ﺍﻟﺒﻨﻙ ﻋﻠﻰ ﺍﻟﻤﺴﺎﻨﺩﺓ ﺍﻟﻜﺎﻓﻴﺔ ﻤﻥ ﻗﺒل ﺍﻟﺒﻨﻙ ﻷﺩﺍﺀ ﻋﻤﻠﻬﻡ. .16
ﻀﺭﻭﺭﺓ ﺃﻥ ﺘﻭﻟﻰ ﺍﻟﺒﻨﻭﻙ ﻜل ﻋﻤﻴل ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﻔﺭﺩﻱ. .17
ﻀﺭﻭﺭﺓ ﺃﻥ ﻴﻭﻟﻲ ﺍﻟﻌﺎﻤﻠﻭﻥ ﻜل ﻋﻤﻴل ﺍﻫﺘﻤﺎﻤﹰﺎ ﺸﺨﺼﻴﹰﺎ. .18
ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻤﻌﺭﻓﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﻋﻤﻼﺌﻬﻡ. .19
ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﺃﻥ ﺘﻜﻭﻥ ﻤﺼﻠﺤﺔ ﻋﻤﻼﺌﻬﻡ ﻓﻲ ﻤﻘﺩﻤﺔ ﺍﻫﺘﻤﺎﻤﺎﺘﻬﻡ. .20
ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﺃﻥ ﺘﻭﻓﺭ ﺴﺎﻋﺎﺕ ﻋﻤل ﻤﻼﺌﻤﺔ ﻟﻅﺭﻭﻑ ﻜل ﺍﻟﻌﻤﻼﺀ. .21
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ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ
ﺍﻟﺨﺩﻤﺔ ﺍﻟﻔﻌﻠﻴﺔ:
ﻫﺫﻩ ﺍﻟﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻟﻌﺒﺎﺭﺍﺕ ﺘﻌﻜﺱ ﺘﻘﻴﻴﻡ ﺃﺩﺍﺀ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻤﻥ ﺍﻟﺒﻨﻙ ﺍﻟﺫﻱ ﺘﺘﻌﺎﻤل ﻤﻌﻪ.
ﺍﻟﻤﻁﻠﻭﺏ /ﺘﺤﺩﻴﺩ ﻤﺩﻯ ﺍﻋﺘﻘﺎﺩﻙ ﺒﻭﺠﻭﺩ ﺍﻟﺴﻤﺔ ﺍﻟﻤﺸﺎﺭ ﺇﻟﻴﻬﺎ ﻓﻲ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻤﻥ ﺍﻟﺒﻨﻙ.
)(5 )(4 )(3 )(2 )(1
ﺩﺭﺠﺔ ﻋﺎﻟﻴﺔ ﺠﺩﹰﺍ ﺩﺭﺠﺔ ﻋﺎﻟﻴﺔ ﺩﺭﺠﺔ ﻤﺘﻭﺴﻁﺔ ﺩﺭﺠﺔ ﻤﻘﺒﻭﻟﺔ ﻏﻴﺭ ﻤﺘﻭﻓﺭ
105