Study of Customer Satisfaction in the Banking Sector in Libya

Abstract

The purpose of this paper is to evaluate the customer satisfaction of the banks sector in Libya, based on customer perception regarding service quality. This is an empirical study using mainly primary data collected through a well-structured questionnaire. The method of the study Validity and reliability testing of questionnaire using SPSS program for windows version 19The questionnaire has been personally administered on a sample size of 204 bank customers. This paper makes a useful contribution as there are only a few studies dealing with the assessment of service quality in banking sector of Libya. The findings based on three different independent variables (service quality, customer loyalty and security) showed that all these variables influenced con-sumers satisfaction in Libyan banking sector. There is a positive impact and significant relationship between the customer satisfaction and two variables (service quality and customer loyalty), and also there is a negative relationship between security and customer satisfaction