‫ﻤﺠﻠﺔ ﺍﻟﺠﺎﻤﻌﺔ ﺍﻹﺴﻼﻤﻴﺔ )ﺴﻠﺴﻠﺔ ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻹﻨﺴﺎﻨﻴﺔ( ﺍﻟﻤﺠﻠﺩ ﺍﻟﺜﺎﻟﺙ ﻋﺸﺭ‪ ،‬ﺍﻟﻌﺩﺩ ﺍﻷﻭل‪ ،‬ﺹ‪ ،105-77:‬ﻴﻭﻨﻴﻭ‪2005‬‬
‫‪ISSN 1726-6807, http://www.iugaza.edu/ara/research/‬‬
‫ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻓﻲ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ‬
‫ﻓﺎﺭﺱ ﻤﺤﻤﻭﺩ ﺃﺒﻭ ﻤﻌﻤﺭ‬
‫ﺃﺴﺘﺎﺫ ﺍﻹﺩﺍﺭﺓ ﺍﻟﻤﺎﻟﻴﺔ ﺍﻟﻤﺸﺎﺭﻙ‬
‫ﺍﻟﺠﺎﻤﻌﺔ ﺍﻹﺴﻼﻤﻴﺔ ﻏــﺯﺓ‬
‫ﻤﻠﺨـﺹ‪ :‬ﺘﻬـﺩﻑ ﻫﺫﻩ ﺍﻟﺩﺭﺍﺴﺔ ﻟﻠﺘﻌﺭﻑ ﻋﻠﻰ ﺃﻓﻀل ﺍﻟﻤﻘﺎﻴﻴﺱ ﻟﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ‬
‫ﺍﻟﺒـﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﻭﻤﻌﺭﻓﺔ ﺍﻷﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻟﻸﺒﻌﺎﺩ ﺍﻟﻤﺨﺘﻠﻔﺔ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺒﺎﻻﻀﺎﻓﺔ‬
‫ﺇﻟﻰ ﺍﺨﺘﺒﺎﺭ ﺍﻟﻌﻼﻗﺔ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻜل ﻤﻥ ﺍﻟﺭﻀﺎ ﻭﻨﻴﺔ ﺍﻟﺸﺭﺍﺀ‪ .‬ﻭﻟﻘﺩ ﺍﺸﺘﻤﻠﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ‬
‫ﻋﻴﻨﺔ ﻤﻥ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﻤﻘﺩﺍﺭﻫﺎ )‪ (166‬ﻤﻔﺭﺩﺓ ﻭﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﻀﺭﻭﺭﺓ ﺘﻔﻬﻡ‬
‫ﺘﻭﻗﻌـﺎﺕ ﺍﻟﻌﻤﻴل ﻤﻥ ﺃﺠل ﺘﻘﺩﻴﻡ ﺨﺩﻤﺔ ﻤﺼﺭﻓﻴﺔ ﺃﻓﻀل ﻭﺘﺤﻘﻴﻕ ﺍﻟﺭﻀﺎ ﻟﺩﻴﻬﻡ ﺒﺎﻻﻀﺎﻓﺔ ﺇﻟﻰ ﺃﻥ ﻗﻴﺎﺱ ﺠﻭﺩﺓ‬
‫ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤﺼـﺭﻓﻴﺔ ﻭﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻟﻬﺎ ﻫﻭ ﺍﻟﻤﺩﺨل ﺍﻟﺭﺌﻴﺱ ﻟﺘﻁﻭﻴﺭ ﻭﺘﺤﺴﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ‬
‫ﺍﻟﻤﻘﺩﻤـﺔ ﻟﻠﻌﻤـﻼﺀ‪ .‬ﻭﺃﻭﻀﺤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﻗﻭﻴﺔ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﺒﻴﻥ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻭﺠﻭﺩﺓ‬
‫ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤﺼـﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ‪ .‬ﻭﺨﻠﺼﺕ ﺃﻴﻀﺎ ﺇﻟﻰ ﺃﻥ ﺍﺴﺘﻤﺭﺍﺭ ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﺍﻟﺘﻌﺎﻤل ﻤﻊ ﺍﻟﺒﻨﻭﻙ ﻭﺃﻥ ﺯﻴﺎﺩﺓ‬
‫ﻭﻻﺌﻬﻡ ﻴﻌﺘﻤﺩ ﺒﺸﻜل ﺃﺴﺎﺱ ﻋﻠﻰ ﺘﻘﻴﻴﻤﻬﻡ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻬﻡ‪.‬‬
‫‪Abstract: The aim of the study is to measure the service quality of the banking‬‬
‫‪system in Gaza strip and to determine the importance of the service quality items.‬‬
‫‪Adding to that, the study measures the relationship between banking service‬‬
‫)‪quality and client's satisfaction. The sample of the study includes (166‬‬
‫‪questionnaires. The study concludes that understanding the client's expectations is‬‬
‫‪very important to provide better banking service quality as well as achieving‬‬
‫‪client's satisfaction. Furthermore, the measurement of service quality and the‬‬
‫‪client's perception of the service is considered the main approach for the‬‬
‫‪development and improvement of the banking service quality. In addition, the‬‬
‫‪findings also show a significant relationship between the client's satisfaction and‬‬
‫‪the provided service quality. In addition, the client's continuous dealing with banks‬‬
‫‪and their loyalty depends mainly on the understanding of the provided service‬‬
‫‪quality.‬‬
‫ﻤﻘﺩﻤﺔ‬
‫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
‫ﺃﺨـﺭﻯ ﻓﻲ ﺍﻹﻤﺎﺭﺍﺕ )‪ (Raddon,1987‬ﻭ‪ %25‬ﻤﻥ ﺤﺴﺎﺒﺎﺕ ﺍﻟﺒﻨﻭﻙ ﺘﻡ ﺇﻏﻼﻗﻬﺎ‬
‫‪(Grubbs‬‬
‫)‪ .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
‫‪ -1‬ﺍﺍﻟﺜﻘﺔ‪ :‬ﻭﺘﻌﻨﻲ ﺍﻟﻘﺩﺭﺓ ﻋﻠﻰ ﺇﻨﺠﺎﺯ ﺍﻟﺨﺩﻤﺔ ﺒﺸﻜل ﻤﺴﺘﻘل ﻭﺩﻗﻴﻕ‪.‬‬
‫‪ -2‬ﺍﻻﺴﺘﺠﺎﺒﺔ‪ :‬ﻭﺘﻌﻨﻲ ﺍﻟﺭﻏﺒﺔ ﻓﻲ ﻤﺴﺎﻋﺩﺓ ﺍﻟﻌﻤﻴل ﻭﺘﻁﻭﻴﺭ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ‪.‬‬
‫‪ -3‬ﺍﻟﺘﺠﺴﻴﺩ‪ :‬ﻭﻴﻌﻨﻲ ﺍﻟﺘﺴﻬﻴﻼﺕ ﺍﻟﻤﺎﺩﻴﺔ ﻭﺍﻟﻤﻌﺩﺍﺕ ﻭﺍﻟﻤﻅﻬﺭ ﺍﻟﺨﺎﺭﺠﻲ ﻟﻠﻤﻭﻅﻔﻴﻥ‪.‬‬
‫‪ -4‬ﺍﻷﻤﺎﻥ‪ :‬ﻭﻴﻌﻨﻲ ﻤﻌﺭﻓﺔ ﺍﻟﻤﻭﻅﻔﻴﻥ ﻭﻤﺠﺎﻤﻠﺘﻬﻡ ﻭﺇﻋﻁﺎﺀ ﺍﻟﺜﻘﺔ ﻭﺍﻷﻤﺎﻥ ﻟﻠﻌﻤﻴل‪.‬‬
‫‪ -5‬ﺍﻟﺘﻌﺎﻁﻑ‪ :‬ﻭﻴﻌﻨﻲ ﻤﺴﺘﻭﻯ ﺍﻟﻌﻨﺎﻴﺔ ﻭﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﺸﺨﺼﻲ ﺍﻟﻤﻘﺩﻡ ﻟﻠﻌﻤﻴل‪.‬‬
‫ﻭﻴـﺘﻜﻭﻥ ﻫـﺫﺍ ﺍﻟﻨﻤﻭﺫﺝ ﻤﻥ ﺠﺯﺌﻴﻥ ﻜل ﻤﻨﻬﻤﺎ ﻴﺘﻜﻭﻥ ﻤﻥ )‪ 22‬ﺒﻨﻜﺎ( ﻭﻴﻘﻴﺱ ﺍﻟﺠﺯﺀ ﺍﻷﻭل ﻤﻥ‬
‫ﺍﻟـﻨﻤﻭﺫﺝ ﺠـﻭﺩﺓ ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤـﺘﻭﻗﻌﺔ ﻓﻲ ﻗﻁﺎﻉ ﺨﺩﻤﺔ ﻤﻌﻴﻨﺔ ﻭﻴﻘﻴﺱ ﺍﻵﺨﺭ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻔﻌﻠﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ‬
‫)‪ (Parasuraman:1988,1991‬ﻭﺘﻜـﻭﻥ ﻨﺘﺎﺌﺞ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻓﻲ ﻗﻴﺎﺱ ﺍﻟﻔﺭﻕ ﺒﻴﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ‬
‫ﺍﻟﻤﺘﻭﻗﻌﺔ ﻭﺍﻟﻤﻘﺩﻤﺔ‪ ،‬ﻭﻗﺩ ﻻﺤﻅ )‪ (Parasuraman:1988,1991‬ﺒﺸﻜل ﺜﺎﺒﺕ ﺃﻥ ﺒﻌﺩ ﺍﻟﺜﻘﺔ ﻟﻪ ﺍﻟﺩﻻﻟﺔ‬
‫ﺍﻷﻗﻭﻯ ﻓﻲ ﻤﻌﺎﻤل ﺍﻻﻨﺤﺩﺍﺭ ﻴﻠﻴﻪ ﺒﻌﺩ ﺍﻷﻤﺎﻥ ﻭﺍﻻﺴﺘﺠﺎﺒﺔ ﻭﺃﻥ ﺒﻌﺩ ﺍﻟﺘﻌﺎﻁﻑ ﻭﺍﻟﺘﺠﺴﻴﺩ ﻜﺎﻥ ﺍﻷﻀﻌﻑ‬
‫ﻓﻲ ﻤﻌﺎﻤل ﺍﻻﻨﺤﺩﺍﺭ‪.‬‬
‫ﺇﻥ ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ)‪ (Servqual‬ﺘﻡ ﺍﺴﺘﺨﺩﺍﻤﻪ ﻤﻥ ﻗﺒل ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻟﺒﺎﺤﺜﻴﻥ ﻤﺜل‪:‬‬
‫‪( Dabholkar et. al,1996; Hussey:1990; Nielson and Host, 2000; Engelland‬‬
‫‪et. al., 2000; Getz et. al., 2001).‬‬
‫ﻭﻤـﻊ ﺫﻟﻙ ﻓﻘﺩ ﺘﻡ ﺍﻨﺘﻘﺎﺩ ﻫﺫﺍ ﺍﻟﻤﻌﻴﺎﺭ ﺒﺎﻟﻌﺩﻴﺩ ﻤﻥ ﺍﻟﺩﺭﺍﺴﺎﺕ ﻤﻥ ﺨﻼل ﺠﺎﻫﺯﻴﺔ ﺍﻟﻌﻤل ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ‬
‫ﻏﻤﻭﺽ ﺒﻨﺎﺀ ﺍﻟﺘﻭﻗﻌﺎﺕ ﻭﻋﺩﻡ ﻤﻼﺀﻤﺘﻪ ﻟﻠﺼﻨﺎﻋﺎﺕ ﺍﻟﻤﺨﺘﻠﻔﺔ‪.‬‬
‫;‪(Carman, 1990; Babakus and Boller, 1992; Cronin and Taylor, 1992; 1994‬‬
‫‪Teas,1993,1994; Brown et. al., 1993; Chase and Stewart, 1994 Kwan and‬‬
‫‪Lee, 1994; Blanched and Galloway, Natarajan et. al.,1999).‬‬
‫ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﺴﺎﺒﻘﺔ‪:‬‬
‫ﺃﻭﻻ‪ :‬ﺍﻟﺩﺭﺍﺴﺎﺕ ﺍﻟﻌﺭﺒﻴﺔ‪:‬‬
‫‪-1‬‬
‫ﺍﻟﺠﻤل‪1992 :‬‬
‫ﻟﻘـﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻷﺭﺩﻨﻴﺔ ﻤﻥ ﺨﻼل ﺘﻭﺯﻴﻊ ‪ 300‬ﺍﺴﺘﺒﺎﻨﺔ‬
‫ﻋﻠـﻰ ﺃﻓـﺭﺍﺩ ﺍﻟﻌﻴـﻨﺔ ﺒﻬـﺩﻑ ﻗﻴﺎﺱ ﻤﺴﺘﻭﻯ ﺇﺩﺭﺍﻙ ﺍﻟﻤﺴﺘﻬﻠﻙ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ‬
‫ﺍﻟﻤﺼـﺭﻓﻴﺔ‪ ،‬ﻭﺍﻷﻫﻤـﻴﺔ ﺍﻟﻨﺴـﺒﻴﺔ ﻟﻤﺤﺩﺩﺍﺕ ﺫﻟﻙ ﺍﻟﻤﺴﺘﻭﻯ ﻭﻜﺫﻟﻙ ﺍﻟﺘﻌﺭﻑ ﻋﻠﻰ‬
‫ﻤﺴـﺘﻭﻯ ﺘﻭﻗﻌﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻙ ﻟﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻓﻲ ﺍﻷﺭﺩﻥ ﻭﻗﺩ ﺘﻭﺼﻠﺕ‬
‫ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﻫﻨﺎﻙ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻟﻌﻭﺍﻤل ﺘﺴﻬﻡ ﻓﻲ ﺘﺸﻜﻴل ﺘﻭﻗﻌﺎﺕ ﻭﺇﺩﺭﺍﻜﺎﺕ‬
‫ﺍﻟﻌﻤـﻼﺀ ﺤﻭل ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻫﺫﻩ ﺍﻟﻌﻭﺍﻤل ﻫﻲ‪ :‬ﺍﻷﺸﻴﺎﺀ ﺍﻟﻤﺎﺩﻴﺔ ﺍﻟﻤﻠﻤﻭﺴﺔ‬
‫ﻓﻲ ﺍﻟﺨﺩﻤﺔ‪ ،‬ﺍﻻﻋﺘﻤﺎﺩﻴﺔ‪ ،‬ﺍﻻﺴﺘﺠﺎﺒﺔ‪ ،‬ﺍﻟﺜﻘﺔ‪ ،‬ﺍﻻﻫﺘﻤﺎﻡ‪.‬‬
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‫ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ‪...‬‬
‫‪-2‬‬
‫ﺍﻟﺼﺤﻥ‪1994 :‬‬
‫ﻟﻘـﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻤﻥ ﺍﻷﻓﺭﺍﺩ ﺒﻤﺩﻴﻨﺔ ﺍﻹﺴﻜﻨﺩﺭﻴﺔ‬
‫ﻤـﻥ ﺨﻼل ﺘﻭﺯﻴﻊ ‪ 400‬ﺍﺴﺘﺒﺎﻨﺔ ﻋﻠﻰ ﺃﻓﺭﺍﺩ ﺍﻟﻌﻴﻨﺔ ﺒﻬﺩﻑ ﻤﻌﺭﻓﺔ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ‬
‫ﻟﻠﺨﺩﻤـﺎﺕ ﺍﻟﻤﺼـﺭﻓﻴﺔ ﻭﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﺒﻌﺩ )ﺍﻻﻋﺘﻤﺎﺩﻴﺔ( ﺃﻜﺜﺭ ﺍﻷﺒﻌﺎﺩ‬
‫ﻗﺩﺭﺓ ﻋﻠﻰ ﺘﻔﺴﻴﺭ ﺍﻟﺘﺒﺎﻴﻥ ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻜﺫﻟﻙ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻥ‬
‫ﺘﺄﺜﻴﺭ ﺍﻟﺠﻭﺩﺓ ﺃﻗﻭﻯ ﻤﻥ ﺘﺄﺜﻴﺭ ﺍﻟﺭﻀﺎ ﻓﻲ ﺘﺤﺩﻴﺩ ﻨﻭﺍﻴﺎ ﺍﻟﻌﻤﻼﺀ ﻟﻠﺘﻌﺎﻤل ﻤﻊ ﺍﻟﺒﻨﻭﻙ‬
‫ﻤﺴﺘﻘﺒﻠﻴﺎ ً‪ ،‬ﺃﻀﻑ ﺇﻟﻰ ﺫﻟﻙ ﻓﻘﺩ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺠﻭﺩ ﻋﻼﻗﺔ ﺍﺭﺘﺒﺎﻁ ﻁﺭﺩﻴﺔ ﺒﻴﻥ‬
‫ﺍﻟﺭﻀﺎ ﻭﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ‪.‬‬
‫‪-3‬‬
‫ﻜﻭﻜﺎﻟﻲ‪1998 :‬‬
‫ﻟﻘﺩ ﺘﻤﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﻓﻲ ﺍﻷﺭﺍﻀﻲ ﺍﻟﻔﻠﺴﻁﻴﻨﻴﺔ ﻤﻥ ﺨﻼل ﺘﻭﺯﻴﻊ‬
‫‪ 451‬ﺍﺴـﺘﺒﺎﻨﺔ ﻋﻠـﻰ ﺃﻓـﺭﺍﺩ ﺍﻟﻌﻴـﻨﺔ ﺍﻟﻤﻜﻭﻨـﺔ ﻤﻥ ﺍﻟﻌﻤﻼﺀ ﻭﺭﺠﺎل ﺍﻷﻋﻤﺎل‬
‫ﺍﻟﻔﻠﺴـﻁﻴﻨﻴﻴﻥ ﻓﻲ ﺍﻟﻀﻔﺔ ﺍﻟﻐﺭﺒﻴﺔ ﻭﻗﻁﺎﻉ ﻏﺯﺓ ﻭﺍﻟﻘﺩﺱ ﺒﻬﺩﻑ ﻗﻴﺎﺱ ﻤﺩﻯ ﺭﻀﻰ‬
‫ﺍﻟﻌﻤـﻼﺀ ﻋـﻥ ﻤﺴﺘﻭﻯ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻤﻨﺎﻁﻕ ﺍﻟﺴﻠﻁ‬
‫ﺍﻟﻔﻠﺴﻁﻴﻨﻴﺔ‪ .‬ﻭﻗﺩ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻥ ﻨﺴﺒﺔ ﻤﻥ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺭﺍﻀﻭﻥ ﻗﻠﻴﻼ ﻋﻥ‬
‫ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻟﺒﻨﻭﻙ‪ ،‬ﻜﺫﻟﻙ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻥ ﻤﺴﺘﻭﻯ ﺨﺩﻤﺎﺕ ﺍﻟﺒﻨﻭﻙ‬
‫‪-4‬‬
‫ﺍﻟﻌﺭﺒﻴﺔ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻓﻠﺴﻁﻴﻥ ﺃﻗل ﻤﻥ ﺘﻠﻙ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻟﺒﻨﻭﻙ ﺍﻻﺴﺭﺍﺌﻴﻠﻴﺔ‪.‬‬
‫ﻤﻌﻼ‪1998 :‬‬
‫ﻟﻘـﺩ ﺘﻤـﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻓﻲ ﺍﻷﺭﺩﻥ ﺍﻟﺒﺎﻟﻎ ﻋﺩﺩﻫﺎ ‪19‬‬
‫ﻤﺼﺭﻓﹰﺎ ﻤﻥ ﺨﻼل ﺘﻭﺯﻴﻊ ‪ 1000‬ﺍﺴﺘﺒﺎﻨﺔ ﺘﻡ ﺇﻋﺎﺩﺓ ‪ 627‬ﻤﻨﻬﺎ ﺒﻬﺩﻑ ﻗﻴﺎﺱ ﺠﻭﺩﺓ‬
‫ﺍﻟﺨﺩﻤـﺎﺕ ﺍﻟﻤﺼـﺭﻓﻴﺔ ﺍﻟﺘـﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻓﻲ ﺍﻷﺭﺩﻥ‪ .‬ﻭﻗﺩ ﺨﻠﺼﺕ‬
‫ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﺘﻘﻴﻴﻡ ﻋﻤﻼﺀ ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﺘﺠﺎﺭﻴﺔ ﻟﻤﺴﺘﻭﻯ ﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﻟﻠﺨﺩﻤﺎﺕ‬
‫ﺍﻟﻤﺼـﺭﻓﻴﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻬﻡ ﻜﺎﻥ ﺴﻠﺒﻴﺎ‪ ،‬ﻜﺫﻟﻙ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻥ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺘﻭﻗﻌﺔ‬
‫ﻤـﻥ ﻗﺒل ﻋﻤﻼﺀ ﺍﻟﻤﺼﺎﺩﺭ ﺍﻟﺘﺠﺎﺭﻴﺔ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﺍﻷﺭﺩﻥ ﻓﻲ ﺍﻟﺨﺩﻤﺎﺕ ﺍﻟﻤﺼﺭﻓﻴﺔ‬
‫ﺍﻟﺘـﻲ ﺘﻘﺩﻤﻬﺎ ﺘﻠﻙ ﺍﻟﻤﺼﺎﺭﻑ ﻜﺎﻨﺕ ﻋﺎﻟﻴﺔ‪ .‬ﺃﻀﻑ ﺇﻟﻰ ﺫﻟﻙ ﻓﺈﻥ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ‬
‫ﺍﻟﻤـﺘﻭﻗﻌﺔ ﻤـﻥ ﺍﻟﻤﺼﺎﺭﻑ ﺃﻋﻠﻰ ﻤﻥ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻔﻌﻠﻴﺔ ﺍﻟﺘﻲ ﺘﻘﺩﻤﻬﺎ ﺍﻟﺒﻨﻭﻙ‪ .‬ﻜﺫﻟﻙ‬
‫ﺃﻅﻬـﺭﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﺃﻨـﻪ ﻻ ﻴﻭﺠﺩ ﺃﻱ ﺍﺨﺘﻼﻑ ﺒﻴﻥ ﻨﺘﺎﺌﺢ ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺎﺕ‬
‫ﺍﻟﻤﺼـﺭﻓﻴﺔ ﺒﺎﺴﺘﺨﺩﺍﻡ ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﻭﺒﻴﻥ ﻨﺘﺎﺌﺞ ﺍﻟﻘﻴﺎﺱ ﺒﺎﺴﺘﺨﺩﺍﻡ ﻤﻘﻴﺎﺱ‬
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‫ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ‬
‫ﻨﻅـﺭﻴﺔ ﺍﻟﻔﺠﻭﺓ )ﺍﻟﻔﺭﻕ ﺒﻴﻥ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻔﻌﻠﻴﺔ ﻭﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺘﻭﻗﻌﺔ( ﺤﻴﺙ ﻜﺎﻨﺕ ﻨﺘﺎﺌﺞ‬
‫ﺍﻟﻘﻴﺎﺱ ﻓﻲ ﻜﻠﺘﺎ ﺍﻟﺤﺎﻟﺘﻴﻥ ﺴﻠﺒﻴﺔ‪.‬‬
‫‪-5‬‬
‫ﺤﺩﺍﺩ ﻭﺠﻭﺩﺓ‪2003 :‬‬
‫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
‫ﺩﺭﺠـﺔ ﺍﻟـﻭﻻﺀ‬
‫ﺘﺠﺎﻩ ﺍﻟﻤﺼﺎﺭﻑ ﻤﻥ ﺤﻴﺙ‪ :‬ﺍﻟﺩﻭﺍﻓﻊ ﺍﻟﺸﺨﺼﻴﺔ‪ ،‬ﺴﻤﻌﺔ ﺍﻟﺒﻨﻙ‬
‫ﻭﻤﺭﻜـﺯﻩ ﺍﻟﻤﺎﻟﻲ‪ ،‬ﻭﺠﻭﺩﺓ‬
‫ﺨﺩﻤﺎﺘﻪ ﺍﻟﻤﺼﺭﻓﻴﺔ‪ .‬ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﻋﺩﻡ‬
‫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:‬‬
‫‪-1‬‬
‫‪1994:Avkiran‬‬
‫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.‬‬
‫‪-2‬‬
‫‪1999:Stanley, and Tyler‬‬
‫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-:‬‬
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‫ﺍﻟﻤﺼـﺩﺍﻗﻴﺔ‪ :‬ﻭﻗـﺩ ﺜﺒﺕ ﺃﻥ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﻤﺼﺩﺍﻗﻴﺔ ﻤﻬﻡ ﺠﺩﹰﺍ ﻟﺯﻴﺎﺩﺓ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ‬
‫ﺍﻟﻤﻘﺩﻤﺔ ﻟﻠﺯﺒﺎﺌﻥ‪.‬‬
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‫ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ‪...‬‬
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‫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
‫‪-3‬‬
‫ﻭﺘﻘﺩﻴﺭ ﻤﻌﺭﻓﺘﻪ ﺍﻟﻌﺎﻟﻴﺔ‪.‬‬
‫‪ Cui‬ﻭﺁﺨﺭﻭﻥ‪2003 :‬‬
‫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 ﺘﻤﻴﺯ‪‬ﺍ ﻓﻲ ﺘﻔﺴﻴﺭ ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ )ﺍﻟﻤﻠﻤﻭﺴﺔ‪،‬‬
‫ﺍﻟﺜﻘﺔ‪ ،‬ﺍﻟﺘﻌﺎﻁﻑ( ﻜﻤﺎ ﻫﻭ ﺍﻟﺤﺎل ﻓﻲ ﺍﻟﻤﻘﻴﺎﺱ ﺍﻷﺼﻠﻲ )ﻏﻴﺭ ﺍﻟﻤﻌﺩل(‪ .‬ﻭﺍﻟﻤﻘﻴﺎﺱ ﺍﻟﻤﻌﺩل ﺃﻅﻬﺭ ﺘﻤﻴﺯ‪‬ﺍ‬
‫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
‫‪-4‬‬
‫‪ Nielson‬ﻭﺁﺨﺭﻭﻥ‪1998 :‬‬
‫ﺘﻤـﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﻤـﻥ ﺨـﻼل ﺩﺭﺍﺴﺔ ﺴﻠﻭﻙ ‪ 2500‬ﺸﺭﻜﺔ ﺃﺴﺘﺭﺍﻟﻴﺔ ﺘﺘﻌﺎﻤل ﻤﻊ ﺍﻟﺒﻨﻭﻙ‬
‫)ﺼﻐﻴﺭﺓ‪ ،‬ﻤﺘﻭﺴﻁﺔ‪ ،‬ﻜﺒﻴﺭﺓ ﺍﻟﺤﺠﻡ( ﻭﺘﻡ ﺇﺭﺴﺎل ﺍﻻﺴﺘﺒﺎﻨﺔ ﻟﻠﻤﺩﺭﺍﺀ ﻤﻥ ﺨﻼل ﺍﻟﺒﺭﻴﺩ‪ .‬ﻜﺫﻟﻙ ﺘﻡ ﺇﺭﺴﺎل‬
‫‪ 25‬ﺍﺴﺘﺒﺎﻨﺔ ﺇﻟﻰ ﻤﻭﻅﻔﻴﻥ ﺘﻨﻔﻴﺫﻴﻴﻥ ﻓﻲ )‪ 25‬ﺒﻨﻜﺎ( ﻤﻨﻬﺎ‪ 4) :‬ﺒﻨﻭﻙ ﻭﻁﻨﻴﺔ‪ 11 ،‬ﺒﻨﻙ ﻤﺤﻠﻲ‪ 10 ،‬ﺒﻨﻭﻙ‬
‫ﺃﺠﻨﺒﻴﺔ(‪.‬‬
‫ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﻭﺠﻭﺩ ﺍﺨﺘﻼﻑ ﺫﺍﺕ ﺩﻻﻟﺔ ﺇﺤﺼﺎﺌﻴﺔ ﻟﺴﺘﺔ ﻋﻭﺍﻤل ﺘﻌﺘﺒﺭﻫﺎ ﺍﻟﺸﺭﻜﺎﺕ ﻤﻬﻤﺔ‬
‫ﻟﺒﻨﺎﺀ ﻋﻼﻗﺔ ﻗﻭﻴﺔ ﻤﻊ ﺍﻟﺒﻨﻙ‪ .‬ﻜﺫﻟﻙ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﺍﻟﺸﺭﻜﺎﺕ ﺘﻌﻁﻲ ﺍﻫﺘﻤﺎﻤ‪‬ﺎ ﺃﻜﺜﺭ ﻋﻠﻰ ﻤﺩﻯ‬
‫ﻤﻭﺍﺀﻤـﺔ ﺍﻟﺒـﻨﻙ ﻟﻼﺤﺘﻴﺎﺠﺎﺕ ﺍﻻﺌﺘﻤﺎﻨﻴﺔ ﻟﻠﻌﻤﻴل‪ ،‬ﻟﻜﻔﺎﺀﺓ ﺃﻨﺸﻁﺔ ﺍﻟﺒﻨﻙ ﺍﻟﻴﻭﻤﻴﺔ ﻭﻟﻤﻌﺭﻓﺔ ﺍﻟﺒﻨﻙ ﻟﻁﺒﻴﻌﺔ‬
‫ﻋﻤل ﺍﻟﺸﺭﻜﺎﺕ‪.‬‬
‫‪-5‬‬
‫‪1997 :Voukelatos, and Kangis‬‬
‫ﺸـﻤﻠﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺍﻟﺯﺒﺎﺌﻥ ﻤﻥ ﺍﻷﻓﺭﺍﺩ ﻭﺍﻟﺸﺭﻜﺎﺕ ﺤﻴﺙ ﺘﻡ ﺃﺨﺫ ﻋﻴﻨﺔ ﻤﻥ ‪ 163‬ﻤﻔﺭﺩﺓ ﺒﺸﻜل‬
‫ﻋﺸﻭﺍﺌﻲ ﻭﺘﻡ ﻋﻤل ﺇﺠﺭﺍﺀ ﻤﻘﺎﺒﻼﺕ ﻤﻌﻬﻡ‪.‬‬
‫ﻭﻗﺩ ﺨﻠﺼﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺇﻟﻰ ﺃﻥ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺨﺎﺼﺔ ﻟﻬﻡ ﺘﻭﻗﻌﺎﺕ ﻟﻌﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﺔ ﻨﻔﺴﻬﺎ‪ .‬ﻜﺫﻟﻙ‬
‫ﻓﺈﻥ ﺍﻟﻨﺘﺎﺌﺞ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺈﺩﺭﺍﻙ ﺍﻟﻌﻤﻴل‪ ،‬ﻭﺠﺩﺕ ﺃﻥ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻟﻌﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺨﺎﺼﺔ ﻤﻔﻀﻠﺔ ﻋﻠﻰ‬
‫ﻼ‪ .‬ﻜﺫﻟﻙ ﺨﻠﺼﺕ‬
‫ﺘﻠـﻙ ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﺔ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺈﺩﺭﺍﻙ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ ﻓﻌ ﹰ‬
‫ﺍﻟﺩﺭﺍﺴـﺔ ﺇﻟـﻰ ﺃﻥ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﺔ ﻻ ﺘﺩﻴﺭ ﺍﻷﺴﺒﺎﺏ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺈﺩﺭﺍﻙ ﺍﻟﺨﺩﻤﺔ ﺒﺸﻜل ﺠﻴﺩ‪ ،‬ﻤﺜﻠﻤﺎ ﺘﻔﻌل‬
‫ﺍﻟﺒـﻨﻭﻙ ﺍﻟﺨﺎﺼﺔ ﻭﻤﻥ ﻫﻨﺎ ﻜﺎﻥ ﺍﻨﺨﻔﺎﺽ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ )ﺍﻟﻤﻘﺩﻤﺔ(‪ .‬ﻭﻤﻊ ﺜﺒﺎﺕ ﺒﻘﻴﺔ ﺍﻟﻌﻭﺍﻤل‬
‫ﺍﻟﻤﺅﺜﺭﺓ ﻋﻠﻰ ﺍﻟﻌﻤﻴل ﻓﺈﻨﻪ ﺒﻨﺎﺀ‪‬ﺍ ﻋﻠﻰ ﺍﻟﻨﺘﺎﺌﺞ ﻓﺈﻥ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﺔ ﺴﻴﻨﺘﻘﻠﻭﻥ ﺇﻟﻰ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺨﺎﺼﺔ‪.‬‬
‫ﻜﺫﻟـﻙ ﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻋﻠﻰ ﻀﺭﻭﺭﺓ ﺘﺭﻜﻴﺯ ﺍﻟﺒﻨﻭﻙ ﻋﻠﻰ ﻜل ﺒﻌﺩ ﻤﻥ ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺩﺭﻜﺔ ﺃﻜﺜﺭ‬
‫ﻤﻥ ﺍﻟﺘﺭﻜﻴﺯ ﻋﻠﻰ ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻤﺘﻭﻗﻌﺔ ﻟﻠﺨﺩﻤﺔ‪.‬‬
‫‪1996 :Cowling and Newman -6‬‬
‫ﺘﻤـﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﻤﻥ ﺨﻼل ﻋﻘﺩ ﻤﻘﺎﺒﻼﺕ ﻤﻊ ﻤﻭﻅﻔﻲ ﺍﻟﺒﻨﻜﻴﻥ )ﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ(‪ .‬ﻭﻗﺩ ﺸﻤﻠﺕ‬
‫ﺍﻟﻤﻘﺎﺒﻼﺕ ﻓﻲ ﺍﻟﺒﻨﻙ ﺍﻷﻭل ﻜل ﻤﻥ ﻤﺴﺌﻭل ﺍﻟﻤﺒﻴﻌﺎﺕ ‪ .‬ﻭﺭﺌﻴﺱ ﻗﺴﻡ ﺘﻁﻭﻴﺭ ﺍﻟﺠﻭﺩﺓ ﻭﺸﺌﻭﻥ ﺍﻟﻤﻭﻅﻔﻴﻥ‬
‫ﻓـﻲ ﺍﻟﻤﻘﺭ ﺍﻟﺭﺌﻴﺱ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﻤﺴﺌﻭل ﺍﻟﻤﺒﻴﻌﺎﺕ ﺍﻹﻗﻠﻴﻤﻲ ﻭ )‪ 26‬ﻓﺭﻋﺎ(‪ .‬ﺃﻤﺎ ﺍﻟﻤﻘﺎﺒﻼﺕ ﻓﻲ ﺍﻟﺒﻨﻙ‬
‫ﺍﻟﺜﺎﻨـﻲ ﻓﻘـﺩ ﺸـﻤﻠﺕ )‪ (12‬ﻤﻘﺎﺒﻠﺔ ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺭﺌﻴﺱ ﻗﺴﻡ ﺍﻟﻤﻭﻅﻔﻴﻥ‪ ،‬ﻤﺴﺌﻭل ﺍﻟﺠﻭﺩﺓ‪ .‬ﻭﺨﻠﺼﺕ‬
‫ﺍﻟﺩﺭﺍﺴـﺔ ﺇﻟﻰ ﺃﻥ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺘﻭﻗﻌﺔ ﻀﻌﻴﻔﺔ ‪ .‬ﻭﺃﻥ ﺍﻟﻔﺠﻭﺓ ﺒﻴﻥ ﺍﻟﺘﻭﻗﻌﺎﺕ ﻭﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺩﺭﻜﺔ ﻟﻴﺴﺕ ﻤﻥ‬
‫ﺴـﻠﻭﻙ ﺍﻟﻌﻤـﻼﺀ‪ .‬ﻭﻴﺠﺏ ﻓﻬﻡ ﺨﺎﺼﻴﺔ ﺍﻟﻌﻤﻼﺀ ﺒﺸﻜل ﺃﻓﻀل ﻭﻤﺩﻯ ﺘﻭﺯﻴﻊ ﻫﺫﻩ ﺍﻟﺨﺎﺼﻴﺔ ﻋﻠﻰ ﺃﺒﻌﺎﺩ‬
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‫ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ‪...‬‬
‫ﺍﻟﺠﻭﺩﺓ‪ .‬ﻜﺫﻟﻙ ﻴﺠﺏ ﻤﻌﺭﻓﺔ ﺃﺴﺒﺎﺏ ﻋﺩﻡ ﺭﻀﺎ ﺍﻟﻌﻤﻼﺀ ﻋﻥ ﺍﻟﻤﻌﺎﻤﻼﺕ ﻭﺫﻟﻙ ﻻﺘﺨﺎﺫ ﺇﺠﺭﺍﺀﺍﺕ ﻟﺘﻘﻠﻴل‬
‫ﺍﻟﻔﺠﻭﺓ‪.‬‬
‫‪-7‬‬
‫‪2000 :Nantal and Bahia‬‬
‫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
‫ﻓﻲ ﺍﻟﺒﻨﻭﻙ ﻴﺘﻜﻭﻥ ﻤﻥ ‪ 6‬ﺃﺒﻌﺎﺩ ﻭﻫﻲ‪ -1 :‬ﺍﻟﻔﻌﺎﻟﻴﺔ ﻭﺍﻟﺘﺄﻤﻴﻥ‬
‫ﺍﻟﻤﻠﻤﻭﺱ‬
‫‪-8‬‬
‫‪ -5‬ﻤﺤﻔﻅﺔ ﺍﻟﺨﺩﻤﺔ‬
‫‪ Bejou‬ﻭﺁﺨﺭﻭﻥ‪1998 :‬‬
‫‪ -2‬ﺍﻟﻭﺼﻭل‬
‫‪ -3‬ﺍﻟﺴﻌﺭ ‪-4‬‬
‫‪ -6‬ﺍﻟﻤﺼﺩﺍﻗﻴﺔ‪.‬‬
‫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.‬‬
‫‪-9‬‬
‫‪2000 :Addams and Allred‬‬
‫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 ﻨﻅﺭ‪‬ﺍ ﻟﻀﻌﻑ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ‪ .‬ﻭﻤﻌﻅﻡ ﺍﻟﻤﺠﻴﺒﻴﻥ‬
‫ﺫﻜﺭﻭﺍ ﺒﺄﻥ ﺫﻟﻙ ﺒﺴﺒﺏ ﻋﺩﻡ ﻗﺩﺭﺓ ﺍﻟﺒﻨﻭﻙ ﻋﻠﻰ ﺘﻘﺩﻴﻡ ﺨﺩﻤﺔ ﻭﺠﻭﺩﺓ ﻤﻨﺎﺴﺒﺔ‪.‬‬
‫‪-10‬‬
‫‪ Sureshchardar‬ﻭﺁﺨﺭﻭﻥ‪2003 :‬‬
‫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 ﺘﻤﻴﻴﺯ‪‬ﺍ ﺃﻗل‪ .‬ﻭﺃﻅﻬﺭﺕ ﺍﻟﺩﺭﺍﺴﺔ ﺃﻴﻀ‪‬ﺎ ﺃﻥ ﺍﻟﺒﻨﻭﻙ ﺍﻷﺠﻨﺒﻴﺔ ﺘﻘﺩﻡ‬
‫ﺨﺩﻤﺔ ﺃﻓﻀل ﻴﻠﻴﻬﺎ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺨﺎﺼﺔ ﻭﻤﻥ ﺜﻡ ﺍﻟﺒﻨﻭﻙ ﺍﻟﻌﺎﻤﺔ‪.‬‬
‫‪-11‬‬
‫‪1997 :Athanassopoulos‬‬
‫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.‬‬
‫‪-12‬‬
‫‪ Naser‬ﻭﺁﺨﺭﻭﻥ‪1999 :‬‬
‫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 ﺃﻴﻀ‪‬ﺎ ﺇﻟﻰ ﺃﻥ ﻤﻌﻅﻡ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻙ ﺭﺍﻀﻭﻥ‬
‫ﻋﻥ ﺍﻟﺒﻨﻙ ﻭﻋﻥ ﺘﺼﻭﺭﻩ ﻭﻋﻥ ﻗﺩﺭﺓ ﺍﻟﺒﻨﻙ ﻟﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﻭﺍﻟﺴﺭﻴﺔ‪.‬‬
‫‪-13‬‬
‫‪2001 :Allred‬‬
‫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.‬‬
‫‪-14‬‬
‫‪ Yavas‬ﻭﺁﺨﺭﻭﻥ‪1997 :‬‬
‫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.‬‬
‫‪-15‬‬
‫‪ Lassar‬ﻭﺁﺨﺭﻭﻥ‪2000 :‬‬
‫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.‬‬
‫‪-16‬‬
‫‪ Bloemer‬ﻭﺁﺨﺭﻭﻥ‪1998 :‬‬
‫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.‬‬
‫‪-17‬‬
‫‪1998 : Almassawi ، and Metawa‬‬
‫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.‬‬
‫‪-18‬‬
‫‪2002 : Al Tamimi ، and Jabnoun‬‬
‫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:‬‬
‫ﺒـﻨﺎﺀ‪‬ﺍ 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
‫ﻤﺠﺘﻤﻊ ﻭﻋﻴﻨﺔ ﺍﻟﺩﺭﺍﺴﺔ‪:‬‬
‫ﻴﺘﻤـﺜل ﻤﺠـﺘﻤﻊ ﺍﻟﺩﺭﺍﺴـﺔ ﻤـﻥ ﻋﻤﻼﺀ ﺍﻟﺒﻨﻭﻙ ﺍﻟﺘﺠﺎﺭﻴﺔ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﻤﻥ ﺍﻷﻓﺭﺍﺩ ﻭﻗﺩ ﺘﻡ‬
‫ﺍﻻﻋـﺘﻤﺎﺩ ﻋﻠﻰ ﺍﻟﻌﻴﻨﺔ ﺍﻟﺤﻜﻤﻴﺔ ﻨﻅﺭﹰﺍ ﻟﺭﻓﺽ ﺍﻟﺒﻨﻭﻙ ﺘﻭﻓﻴﺭ ﻗﻭﺍﺌﻡ ﺒﺄﺴﻤﺎﺀ ﺍﻟﻌﻤﻼﺀ ﻨﻅﺭﹰﺍ ﻟﺴﺭﻴﺘﻬﺎ ﻭﻗﺩ‬
‫ﺭﻭﻋـﻲ ﺃﻥ ﻴﻜـﻭﻥ ﺍﻟﻌﻤـﻴل ﺃﻜﺜﺭ ﻤﻥ ﻋﺎﻡ ﻓﻲ ﺘﻌﺎﻤﻠﻪ ﻤﻊ ﺍﻟﺒﻨﻙ ﻭﺃﻥ ﻴﻜﻭﻥ ﺍﻟﺒﻨﻙ ﺍﻟﺫﻱ ﻴﺘﻌﺎﻤل ﻤﻌﻪ‬
‫ﺍﻟﻌﻤﻴل ﺒﻨﻜﺎ ﺭﺌﻴﺴﻴﺎ ﻭﻗﺩ ﺒﻠﻎ ﺤﺠﻡ ﺍﻟﻌﻴﻨﺔ ‪ 200‬ﻤﻔﺭﺩﺓ‪.‬‬
‫ﻤﺤﺩﺩﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ‪:‬‬
‫ﻟﻘـﺩ ﺘـﻡ ﺘﻭﺯﻴـﻊ ﺍﻻﺴـﺘﺒﺎﻨﺔ ﻓـﻲ ﺃﻜﺘﻭﺒﺭ‪ 2003‬ﺍﻟﻤﺼﺎﺭﻑ ﺍﻟﻌﺎﻤﻠﺔ ﻓﻲ ﻗﻁﺎﻉ ﻏﺯﺓ ﺤﻴﺙ ﺘﻡ ﺠﻤﻊ‬
‫ﺍﻻﺴﺘﺒﺎﻨﺎﺕ ﻭﺘﻔﺭﻴﻐﻬﺎ ﻭﺇﺩﺨﺎل ﺍﻟﺒﻴﺎﻨﺎﺕ ﻓﻲ ﺍﻟﺤﺎﺴﻭﺏ ﺒﺎﺴﺘﺨﺩﺍﻡ ‪ SPSS‬ﻭﻤﻥ ﺜﻡ ﺘﺤﻠﻴل ﺍﻟﺒﻴﺎﻨﺎﺕ‪ .‬ﻭﻗﺩ‬
‫ﻭﺍﺠﻬﺕ ﺍﻟﺒﺎﺤﺙ ﻤﺠﻤﻭﻋﺔ ﻤﻥ ﺍﻟﺼﻌﻭﺒﺎﺕ ﻤﻨﻬﺎ‪:‬‬
‫‪ -1‬ﺭﻓﺽ ﺍﻟﺒﻨﻭﻙ ﺘﻭﻓﻴﺭ ﻗﻭﺍﺌﻡ ﺒﺄﺴﻤﺎﺀ ﺍﻟﻌﻤﻼﺀ‪.‬‬
‫‪ -2‬ﺭﻓﺽ ﺍﻟﺒﻨﻭﻙ ﺘﻭﻓﻴﺭ ﻤﻌﻠﻭﻤﺎﺕ ﺤﻭل ﺍﻟﻌﻤﻼﺀ‪.‬‬
‫‪ -3‬ﺼﻌﻭﺒﺔ ﺍﻻﺘﺼﺎل ﺒﺎﻟﻌﻤﻼﺀ ﺇﻻ ﻤﻥ ﺨﻼل ﺍﻟﺒﻨﻭﻙ‪.‬‬
‫ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺩﺭﺍﺴﺔ ﻭﺃﺴﻠﻭﺏ ﺍﻟﻘﻴﺎﺱ‪:‬‬
‫ﺍﻋـﺘﻤﺩﺕ ﺍﻟﺩﺭﺍﺴـﺔ ﺒﺼﻔﺔ ﺃﺴﺎﺴﻴﺔ ﻋﻠﻰ ﻗﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻜﻠﻴﺔ ﺍﻟﻤﺩﺭﻜﺔ ﺍﻟﺫﻱ ﺍﻗﺘﺭﺤﻪ ‪Parasurman‬‬
‫ﻭﺯﻤﻼﺌـﻪ ﻭﺍﻟﻤﻌـﺭﻭﻑ ﺒﺎﺴﻡ ﻤﻘﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ‪ servqual‬ﻭﻴﺸﻤل ﻫﺫﺍ ﺍﻟﻤﻘﻴﺎﺱ ﺍﺜﻨﻴﻥ ﻭﻋﺸﺭﻴﻥ‬
‫ﻤﻔـﺭﺩﺓ ﺘﻤـﺜل ﺍﺜﻨﻴـﻥ ﻭﻋﺸﺭﻴﻥ ﺨﺎﺼﻴﺔ ﺼﻤﻤﺕ ﻟﻘﻴﺎﺱ ﺨﻤﺴﺔ ﺃﺒﻌﺎﺩ ﺘﻌﻜﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ‪ .‬ﻭﻗﺩ ﺘﻡ‬
‫ﺘﺼـﻤﻴﻡ ﺍﺴﺘﺒﺎﻨﺔ ﻤﻥ ﺠﺯﺌﻴﻥ‪ ،‬ﻴﻌﻜﺱ ﺍﻷﻭل ﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻼﺀ )ﻤﺎ ﻴﻨﺒﻐﻲ ﺃﻥ ﺘﻜﻭﻥ ﻋﻠﻴﻪ ﺍﻟﺨﺩﻤﺔ( ﺒﻴﻨﻤﺎ‬
‫ﻴﻘﻴﺱ ﺍﻟﺠﺯﺀ ﺍﻟﺜﺎﻨﻲ ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻟﻸﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﻟﻠﺨﺩﻤﺔ ﻭﻴﻤﺜل ﺍﻟﻔﺭﻕ ﺒﻴﻥ ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ ﻭﺘﻭﻗﻌﺎﺘﻬﻡ‬
‫ﺠـﻭﺩﺓ ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤﺩﺭﻜـﺔ‪ .‬ﻭﻗﺩ ﺘﻡ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻫﺫﺍ ﺍﻟﻤﻘﻴﺎﺱ ﻟﺘﻤﺘﻌﻪ ﺒﻘﺒﻭل ﻋﺎﻡ ﻤﻥ ﻗﺒل ﺍﻟﺒﺎﺤﺜﻴﻥ‬
‫ﻭﺍﺠﺘـﻴﺎﺯﻩ ﻟﻼﺨﺘـﺒﺎﺭﺍﺕ ﺍﻟﻤﺘﻜﺭﺭﺓ ﻟﻠﺼﺩﻕ ﻭﺍﻟﺜﺒﺎﺕ )ﺘﺭﺍﻭﺡ ﻤﻌﺎﻤل ﺍﻟﺜﺒﺎﺕ ﺍﻟﻔﺎ ﺒﻴﻥ ‪ %87‬ﻭ ‪(%94‬‬
‫ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﻋﻤﻭﻤﻴﺔ ﺘﻁﺒﻴﻘﻪ ﻋﻠﻰ ﻗﻁﺎﻉ ﺍﻟﺨﺩﻤﺎﺕ‪.‬‬
‫ﻟﺫﻟـﻙ ﻓﻘﺩ ﺘﻡ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻤﺎ ﺍﻗﺘﺭﺤﻪ )‪ (Cronin and Taylor 1992‬ﻓﻲ ﻗﻴﺎﺱ ﺇﺩﺭﺍﻙ ﺍﻟﻌﻤﻼﺀ‬
‫ﻋـﻥ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠـﻲ ﻟﻠﺨﺩﻤـﺔ ﻭﺍﻋﺘـﺒﺎﺭﻩ ﻜﺎﻓـﻴﹰﺎ ﻟﺘﻘﻴـﻴﻡ ﺍﻟﺠﻭﺩﺓ ﺍﻟﻜﻠﻴﺔ ﻟﻠﺨﺩﻤﺔ ﻭﻫﻭ ﻤﺎ ﻴﻌﺭﻑ ﺒـ‬
‫)‪ (servperf‬ﻭﻗﺩ ﺘﻡ ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺒﺎﺴﺘﺨﺩﺍﻡ ﻜل ﻤﻥ ﺍﻟﻤﻘﻴﺎﺴﻴﻥ ﻭﺫﻟﻙ ﻓﻲ ﻅل ﺘﺴﺎﻭﻱ ﺍﻷﻫﻤﻴﺔ‬
‫ﺍﻟﻨﺴـﺒﻴﺔ ﻓـﻲ ﻜل ﺒﻌﺩ ﻤﻥ ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻭﻓﻲ ﻅل ﺍﻟﺘﺭﺠﻴﺢ ﺒﺎﻷﻭﺯﺍﻥ ﻭﻓﻘﹰﺎ ﻟﻸﻫﻤﻴﺔ ﺍﻟﻨﺴﺒﻴﺔ ﻤﻥ‬
‫ﻭﺠﻬﺔ ﻨﻅﺭ ﺍﻟﻌﻤﻼﺀ ﻷﺒﻌﺎﺩ ﻫﺫﻩ ﺍﻟﺠﻭﺩﺓ‪.‬‬
‫ﻭﻓـﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﻘﻴﺎﺱ ﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﺭﻀﺎ ﻭﺍﻟﻨﻭﺍﻴﺎ ﻟﻠﺸﺭﺍﺀ ﻭﺍﻟﺘﻘﻴﻴﻡ ﺍﻟﻤﺒﺎﺸﺭ ﻟﻠﺠﻭﺩﺓ ﺍﻻﺠﻤﺎﻟﻴﺔ ﻟﻠﺨﺩﻤﺔ ﻓﻘﺩ‬
‫ﺘﻡ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻰ ﻤﻘﻴﺎﺱ ﻟﻴﻜﺎﺭﺕ ﺍﻟﻤﻜﻭﻥ ﻤﻥ ﺨﻤﺴﺔ ﻨﻘﺎﻁ ﻭﻴﺘﺭﺍﻭﺡ ﺍﻟﻤﺩﻯ ﻤﻥ )‪ (5‬ﺭﺍﺽ ﻟﻠﻐﺎﻴﺔ ﺇﻟﻰ‬
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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
‫ﺍﻟﺘﺤﻘﻕ ﻤﻥ ﺩﺭﺠﺔ ﺜﺒﺎﺕ ﻭﺼﺩﻕ ﻤﻘﻴﺎﺱ ﺍﻟﺠﻭﺩﺓ‪:‬‬
‫ﺇﻥ ﺍﻟﺨﻁـﻭﺓ ﺍﻷﻭﻟـﻰ ﻟـﺘﺤﺩﻴﺩ ﻤﺩﻯ ﻤﻼﺀﻤﺔ ﺍﻟﻤﻘﺎﻴﻴﺱ ﺍﻟﻤﺴﺘﺨﺩﻤﺔ ﻓﻲ ﺍﻟﺒﺤﺙ ﻟﻘﻴﺎﺱ ﺠﻭﺩﺓ‬
‫ﺍﻟﺨﺩﻤـﺔ ﺍﻟﻤـﺘﻭﻗﻌﺔ ﻭﺍﻟﻔﻌﻠـﻴﺔ ﻭﺘﺤﺩﻴـﺩ ﺃﻓﻀﻠﻬﺎ ﺘﺘﻤﺜل ﻓﻲ ﺍﺨﺘﺒﺎﺭ )‪ (K_S‬ﻟﻤﻌﺭﻓﺔ ﻓﻲ ﻤﺎ ﺇﺫﺍ ﻜﺎﻨﺕ‬
‫ﺍﻟﺒـﻴﺎﻨﺎﺕ ﺘﺘﺒﻊ ﺍﻟﺘﻭﺯﻴﻊ ﺍﻟﻁﺒﻴﻌﻲ ﺃﻡ ﻻ‪ ،‬ﻭﻗﺩ ﺒﻴﻨﺕ ﺍﻟﻨﺘﺎﺌﺞ ﺃﻥ ﻗﻴﻤﺔ ﺍﻻﺨﺘﺒﺎﺭ )‪ (1.077‬ﻭﻗﻴﻤﺔ ﻤﺴﺘﻭﻯ‬
‫ﺍﻟﺩﻻﻟﺔ )‪ (0.196‬ﻭﻫﻲ ﺃﻜﺒﺭ ﻤﻥ )‪ (%5‬ﻭﻫﺫﺍ ﻴﺅﻜﺩ ﺃﻥ ﺍﻟﺒﻴﺎﻨﺎﺕ ﻻ ﺘﺘﺒﻊ ﺍﻟﺘﻭﺯﻴﻊ ﺍﻟﻁﺒﻴﻌﻲ ﺤﻴﺙ ﺴﻴﺘﻡ‬
‫ﺍﺨﺘـﻴﺎﺭ ﺍﻻﺨﺘـﺒﺎﺭﺍﺕ ﻏـﻴﺭ ﺍﻟﻤﻌﻠﻤﻴﺔ ﻟﺘﺤﻠﻴل ﺍﻟﻨﺘﺎﺌﺞ‪ .‬ﺒﺎﻹﻀﺎﻓﺔ ﺇﻟﻰ ﺫﻟﻙ ﻓﻘﺩ ﺘﻡ ﺍﺨﺘﺒﺎﺭ ﺩﺭﺠﺔ ﺜﺒﺎﺕ‬
‫ﻭﺼـﺩﻕ ﻫـﺫﻩ ﺍﻟﻤﻘﺎﻴـﻴﺱ‪ ،‬ﻭﻟﻠﺘﺤﻘﻕ ﻤﻥ ﺫﻟﻙ ﺘﻡ ﺍﺴﺘﺨﺩﺍﻡ ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ ﺃﻟﻔﺎ ﻟﺒﻴﺎﻥ ﺩﺭﺠﺔ ﺍﻻﺘﺴﺎﻕ‬
‫ﺍﻟﺩﺍﺨﻠـﻲ ﺒﻴﻥ ﻤﺤﺘﻭﻴﺎﺕ ﺍﻟﻤﻘﻴﺎﺱ ﻓﻲ ﻜل ﺒﻌﺩ ﻤﻥ ﺃﺒﻌﺎﺩﻩ ﻭﺍﻟﺨﺎﺼﺔ ﺒﻜل ﻤﻥ ﺍﻟﺘﻭﻗﻌﺎﺕ ﻭﻜﺫﻟﻙ ﺍﻟﺠﻭﺩﺓ‬
‫ﺍﻟﻔﻌﻠـﻴﺔ ﺍﻟﻤﺩﺭﻜﺔ ﻟﻠﺨﺩﻤﺔ ﻭﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل ﺭﻗﻡ )‪ (1‬ﻨﺘﺎﺌﺞ ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ ﺃﻟﻔـﺎ ﻓﻲ ﺒﻌﺩﻱ ﺍﻟﺘﻭﻗﻌﺎﺕ‬
‫ﻭﺍﻹﺩﺭﺍﻙ‪ .‬ﻜﺫﻟـﻙ ﻴﻭﻀﺢ ﺍﻟﺠﺩﻭل ﺭﻗﻡ )‪ (1‬ﺃﻥ ﺩﺭﺠﺔ ﺍﻻﺘﺴﺎﻕ ﺍﻟﺩﺍﺨﻠﻲ ﻟﻤﺤﺘﻭﻴﺎﺕ ﺍﻟﺠﺯﺀ ﺍﻷﻭل ﻤﻥ‬
‫ﺍﻟﻘﺎﺌﻤﺔ ﻭﺍﻟﻤﺘﻌﻠﻕ ﺒﺘﻭﻗﻌﺎﺕ ﺍﻟﻌﻤﻴل ﻴﻘﻊ ﻓﻲ ﺍﻟﻤﺩﻯ ﺍﻟﻤﻘﺒﻭل )‪ (0.74 – 0.15‬ﻭﻴﺒﻠﻎ ﻤﻌﺎﻤل ﺃﻟﻔﺎ ‪0.78‬‬
‫ﺒﺎﺴـﺘﻨﺜﺎﺀ ﺒﻌﺩ ﺍﻷﻤﺎﻥ ﺤﻴﺙ ﺩﺭﺠﺔ ﺍﻻﺘﺴﺎﻕ ﻓﻴﻪ ﺒﻠﻐﺕ ‪ ،0.25‬ﻓﻲ ﺤﻴﻥ ﺒﻠﻐﺕ ﺩﺭﺠﺔ ﺍﻹﺘﺴﺎﻥ ﺍﻟﺩﺍﺨﻠﻲ‬
‫ﻟﻤﺤﺘﻭﻴﺎﺕ ﺍﻟﺠﺯﺀ ﺍﻟﺜﺎﻨﻲ ﻭﺍﻟﻤﺘﻌﻠﻘﺔ ﺒﺎﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﺒﻠﻐﺕ ﺒﻴﻥ )‪ (0.82 – 0.74‬ﻭﺒﻠﻎ ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ‬
‫ﺃﻟﻔﺎ ‪.0.93‬‬
‫ﻭﻤﻤﺎ ﺴﺒﻕ ﻴﻤﻜﻥ ﺍﻟﻘﻭل ﺒﺄﻥ ﻜﻼ ﺍﻟﻤﻘﻴﺎﺴﻴﻥ ﻴﻤﻜﻥ ﺍﻻﻋﺘﻤﺎﺩ ﻋﻠﻴﻬﻤﺎ ﻓﻲ ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ‬
‫ﺍﻟﺠﺩﻭل ﺭﻗﻡ )‪(1‬‬
‫ﻤﻌﺎﻤل ﺍﺭﺘﺒﺎﻁ ﺃﻟﻔﺎ‬
‫ﺇﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ‬
‫ﺍﻟﺘﻭﻗﻌﺎﺕ‬
‫‪0.69‬‬
‫ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ‬
‫‪0.75‬‬
‫ﺍﻻﻋﺘﻤﺎﺩﻴﺔ‬
‫‪0.65‬‬
‫‪0.76‬‬
‫ﺍﻻﺴﺘﺠﺎﺒﺔ‬
‫‪0.51‬‬
‫‪0.74‬‬
‫ﺍﻷﻤﺎﻥ‬
‫‪0.25‬‬
‫‪0.81‬‬
‫ﺍﻟﺘﻌﺎﻁﻑ‬
‫‪0.74‬‬
‫‪0.82‬‬
‫ﺍﻹﺠﻤﺎﻟﻲ‬
‫‪0.78‬‬
‫‪0.93‬‬
‫ﺇﺠﻤﺎﻟﻲ‬
‫‪0.56‬‬
‫‪0.85‬‬
‫ﺍﻟﺘﺠﺴﻴﺩ‬
‫ﻭﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻟﺘﺤﻘﻕ ﻤﻥ ﺼﺩﻕ ﺍﻟﻤﻘﻴﺎﺱ ﻓﻘﺩ ﺘﻡ ﺃﺴﺘﺨﺩﺍﻡ ﺍﺴﻠﻭﺏ ﺼﺩﻕ ﺍﻟﺒﻨﺎﺀ ‪Construct‬‬
‫‪ Validity‬ﻭﻗـﺩ ﺘـﻡ ﺘﻘﺩﻴـﺭ ﻜـل ﻤـﻥ ﺍﻟﺼـﺩﻕ ﺍﻟﺘﻘﺎﺭﺒـﻲ ‪ convergent‬ﻭﺍﻟﺼﺩﻕ ﺍﻟﺘﻤﺎﻴﺯﻱ‬
‫‪ discriminant‬ﺤﻴـﺙ ﻴـﺘﻌﻠﻕ ﺍﻟﺼﺩﻕ ﺍﻟﺘﻘﺎﺭﺒﻲ ﺒﺎﻟﻤﺩﻯ ﺍﻟﺫﻱ ﻴﺭﺘﺒﻁ ﻓﻴﻪ ﺍﻟﻤﻘﻴﺎﺱ ﺇﻴﺠﺎﺒﻴ‪‬ﺎ ﻤﻘﺎﻴﻴﺱ‬
‫ﺃﺨـﺭﻯ ﺼـﻤﻤﺕ ﻟﻘﻴﺎﺱ ﻨﻔﺱ ﺍﻟﺒﻨﺎﺀ ﻭﺒﺎﺨﺘﻴﺎﺭ ﻤﺼﻔﻭﻓﺔ ﻤﻌﺎﻤﻼﺕ ﺍﻻﺭﺘﺒﺎﻁ )ﺠﺩﻭل ﺭﻗﻡ ‪ (2‬ﺒﻴﻥ ﻜل‬
‫‪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 ﻜﺜﻴﺭ‪‬ﺍ 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
‫ـﻴﺎﺱ‬
‫ﻤﻘــ‬
‫ﻤﻘـــﻴﺎﺱ‬
‫ﻤﻘــﻴﺎﺱ‬
‫ﻤﻘـــﻴﺎﺱ‬
‫ﺍﻟـــﻨﻭﺍﻴﺎ‬
‫ﺠـــﻭﺩﺓ‬
‫ﺍﻹﺩﺭﺍﻙ–‬
‫ﺍﻹﺩﺭﺍﻙ‬
‫ﺍﻷﺩﺍﺀ‬
‫ﺍﻷﺩﺍﺀ‬
‫ﻟﻠﺸﺭﺍﺀ‬
‫ﺍﻟﺨﺩﻤﺔ‬
‫ﺍﻟﺘﻭﻗﻌﺎﺕ‬
‫ﺍﻟــﺘﻭﻗﻌﺎﺕ‬
‫ﺍﻟﻤﺭﺠﻊ‬
‫ﺍﻟﺭﻀﺎ‬
‫ﺍﻟﻤﺭﺠﻊ‬
‫ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ –‬
‫‪1.00‬‬
‫ﺍﻟﺘﻭﻗﻌﺎﺕ‬
‫ﻤﻘﻴﺎﺱ ﺍﻹﺩﺭﺍﻙ –‬
‫‪*0.597‬‬
‫‪1.00‬‬
‫ﺍﻟﺘﻭﻗﻌﺎﺕ ﺍﻟﻤﺭﺠﻊ‬
‫ﻤﻘﻴﺎﺱ ﺍﻷﺩﺍﺀ‬
‫‪*0.612‬‬
‫‪*0.703‬‬
‫‪1.00‬‬
‫ﻤﻘـــﻴﺎﺱ ﺍﻷﺩﺍﺀ‬
‫‪*0.651‬‬
‫‪*0.677‬‬
‫‪*0.726‬‬
‫ﺍﻟﻤﺭﺠﻊ‬
‫‪1.00‬‬
‫ﺍﻟﻨﻭﺍﻴﺎ ﻟﻠﺸﺭﺍﺀ‬
‫‪*0.532‬‬
‫‪*0.612‬‬
‫‪*0.746‬‬
‫‪*0.583‬‬
‫‪1.00‬‬
‫ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ‬
‫‪*0.783‬‬
‫‪*0.853‬‬
‫‪*0.903‬‬
‫‪*0.856‬‬
‫‪*0.848‬‬
‫‪1.00‬‬
‫ﺍﻟﺭﻀﺎ‬
‫‪*0.671‬‬
‫‪*0.681‬‬
‫‪*0.738‬‬
‫‪*0.668‬‬
‫‪*0.628‬‬
‫‪*0.797‬‬
‫‪1.00‬‬
‫* 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
‫ﺃﺒﻌﺎﺩ ﺍﻟﺠﻭﺩﺓ‬
‫ﻻ‪ :‬ﺍﻟﺘﺠﺴﻴﺩ‬
‫ﺃﻭ ﹰ‬
‫ﺜﺎﻨﻴ‪‬ﺎ‪ :‬ﺍﻻﻋﺘﻤﺎﺩﻴﺔ‪:‬‬
‫ﺜﺎﻟﺜﹰﺎ‪ :‬ﺍﻻﺴﺘﺠﺎﺒﺔ‬
‫ﺭﺍﺒﻌ‪‬ﺎ‪ :‬ﺍﻻﻤﺎﻥ‬
‫ﺨﺎﻤﺴ‪‬ﺎ‪ :‬ﺍﻟﺘﻌﺎﻁﻑ‬
‫ﺠﺩﻭل ﺭﻗﻡ )‪(3‬‬
‫‪Factor analysis‬‬
‫ﺍﻷﺴﺌﻠﺔ‬
‫ﺍﻟﻤﺘﻭﻗﻊ‬
‫ﺍﻟﻔﻌﻠﻲ‬
‫‪ -1‬ﺘﻭﻓﺭ ﻤﻌﺩﺍﺕ ﻭﺘﻜﻨﻭﻟﻭﺠﻴﺎ‬
‫‪0.825‬‬
‫‪0.828‬‬
‫‪ -2‬ﺠﺎﺫﺒﻴﺔ ﻭﻤﻅﻬﺭ ﺍﻟﻤﻜﺎﻥ‬
‫‪0.769‬‬
‫‪0.441‬‬
‫‪ -3‬ﺘﻤﻴﺯ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻭﺃﻨﺎﻗﺘﻬﻡ‬
‫‪0.806‬‬
‫‪0.498‬‬
‫‪ -4‬ﺍﻟﻤﻅﻬﺭ ﺍﻟﻌﺎﻡ ﻟﻠﺒﻨﻙ‬
‫‪0.683‬‬
‫‪0.389‬‬
‫‪ -5‬ﺍﻻﻟﺘﺯﺍﻡ ﺒﺎﻟﻭﻗﺕ ﻷﺩﺍﺀ ﺍﻟﺨﺩﻤﺔ‬
‫‪0.840‬‬
‫‪0.708‬‬
‫‪ -6‬ﺘﻌﺎﻁﻑ ﺍﻟﺒﻨﻙ ﻤﻊ ﺍﻟﻌﻤﻴل‬
‫‪0.889‬‬
‫‪ -7‬ﺘﺄﺩﻴﺔ ﺍﻟﺒﻨﻙ ﻟﻠﺨﺩﻤﺔ ﻤﻥ ﺃﻭل ﻤﺭﺓ‬
‫‪0.934‬‬
‫‪-0.113‬‬
‫‪0.460‬‬
‫‪ -8‬ﺍﺤﺘﻔﺎﻅ ﺍﻟﺒﻨﻙ ﺒﺴﺠﻼﺕ ﺩﻗﻴﻘﺔ‬
‫‪0.821‬‬
‫‪0.609‬‬
‫‪ -9‬ﺘﺤﺩﻴﺩ ﺍﻟﺒﻨﻙ ﻟﻭﻗﺕ ﺇﻨﺠﺎﺯ ﺍﻟﺨﺩﻤﺔ‬
‫‪0.725‬‬
‫‪0.846‬‬
‫‪ -10‬ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻔﻭﺭﻴﺔ ﻟﻠﻌﻤﻼﺀ‬
‫‪0.892‬‬
‫‪0.749‬‬
‫‪ -11‬ﺍﺴﺘﻌﺩﺍﺩ ﺍﻟﻤﻭﻅﻑ ﻟﻤﺴﺎﻋﺩﺓ ﺍﻟﻌﻤﻼﺀ‬
‫‪0.821‬‬
‫‪0.777‬‬
‫‪ -12‬ﺘﻠﺒﻴﺔ ﻁﻠﺒﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻓﻭﺭﺍ‬
‫‪0.735‬‬
‫‪0.809‬‬
‫‪ -13‬ﺜﻘﺔ ﺍﻟﻌﻤﻼﺀ ﻓﻲ ﻤﻭﻅﻔﻲ ﺍﻟﺒﻨﻙ‬
‫‪0.751‬‬
‫‪0.669‬‬
‫‪ -14‬ﺸﻌﻭﺭ ﺍﻟﻌﻤﻼﺀ ﺒﺎﻷﻤﺎﻥ‬
‫‪0.877‬‬
‫‪0.223‬‬
‫‪ -15‬ﺍﻟﺴﻠﻭﻙ ﺍﻟﻤﻬﺫﺏ ﻟﻠﻌﺎﻤﻠﻴﻥ‬
‫‪0.815‬‬
‫‪0.745‬‬
‫‪ -16‬ﺍﻟﻤﺴﺎﻨﺩﺓ ﺍﻟﻜﺎﻓﻴﺔ ﻤﻥ ﻗﺒل ﺍﻟﺒﻨﻙ‬
‫‪0.821‬‬
‫‪0.894‬‬
‫‪ -17‬ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﻔﺭﺩﻱ ﻟﻜل ﻋﻤﻴل‬
‫‪0.806‬‬
‫‪0.501‬‬
‫‪ -18‬ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﺸﺨﺼﻲ ﻟﻜل ﻋﻤﻴل‬
‫‪0.913‬‬
‫‪0.679‬‬
‫‪ -19‬ﻤﻌﺭﻓﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﺍﻟﻌﻤﻴل‬
‫‪0.814‬‬
‫‪0.710‬‬
‫‪ -20‬ﺘﻘﺩﻴﻡ ﻤﺼﻠﺤﺔ ﺍﻟﻌﻤﻼﺀ‬
‫‪0.855‬‬
‫‪0.497‬‬
‫‪ -21‬ﺘﻭﻓﻴﺭ ﺴﺎﻋﺎﺕ ﻋﻤل ﻤﻼﺌﻤﺔ‬
‫‪0.768‬‬
‫‪0.531‬‬
‫ﻜﺫﻟـﻙ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﻘﺎﺌﻤﺔ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﻓﺈﻥ ﻜل ﺍﻟﻌﻨﺎﺼﺭ ﻭﻗﻌﺕ ﺘﺤﺕ ﺍﻷﺒﻌﺎﺩ ﺍﻟﺨﺎﺼﺔ ﺒﻬﺎ‬
‫ﻭﻤـﻥ ﺜﻡ ﻓﺈﻥ ﺍﻟﻨﺘﺎﺌﺞ ﺘﻭﻀﺢ ﺃﻨﻪ ﻟﻡ ﻴﺘﻡ ﺍﺴﺘﺒﻌﺎﺩ ﺃﻱ ﻋﻨﺼﺭ ﻤﻥ ﺍﻟﻌﻨﺎﺼﺭ ﺃﻭ ﺇﻋﺎﺩﺓ ﺘﺨﺼﻴﺼﻴﺔ ﺘﺤﺕ‬
‫ﺃﻱ ﺒﻌﺩ ﺁﺨﺭ‪.‬‬
‫ﺃﻀـﻑ ﺇﻟﻰ ﺫﻟﻙ ﻓﺈﻥ ﺍﻟﺠﺩﻭل )‪ (3‬ﻴﻭﻀﺢ ﺃﻨﻪ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ ﺒﺎﻟﺘﺠﺴﻴﺩ ﻓﺈﻥ ﺘﺤﻤﻴل ﺍﻟﻌﻨﺎﺼﺭ‬
‫ﻋﻠـﻰ ﺍﻷﺒﻌـﺎﺩ ﺍﻟﻤﺨـﺘﻠﻔﺔ ﺃﻋﻠﻰ ﻓﻲ ﻗﺎﺌﻤﺔ ﺍﻟﺘﻭﻗﻌﺎﺕ ﻋﻨﻬﺎ ﻓﻲ ﻗﺎﺌﻤﺔ ﺍﻷﺩﺍﺀ‪ ،‬ﻜﺫﻟﻙ ﺃﻴﻀ‪‬ﺎ ﻓﻴﻤﺎ ﻴﺘﻌﻠﻕ‬
‫ﺒﺎﻻﻋﺘﻤﺎﺩﻴﺔ‪ ،‬ﻭﻜﺫﻟﻙ ﺍﻻﺴﺘﺠﺎﺒﺔ ﺒﺎﺴﺘﺜﻨﺎﺀ ﺍﻟﻌﻨﺼﺭ ﺭﻗﻡ )‪ (9‬ﺍﻟﻤﺘﻌﻠﻕ ﺒﺘﺤﺩﻴﺩ ﻭﻗﺕ ﺇﻨﺠﺎﺯ ﺍﻟﺨﺩﻤﺔ ﺤﻴﺙ‬
‫ﺃﻥ ﺍﻷﺩﺍﺀ ﺍﻟﻔﻌﻠﻲ ﺃﺼﺒﺢ ﺃﻋﻠﻰ ﻤﻥ ﺍﻟﻤﺘﻭﻗﻊ‪.‬‬
‫‪93‬‬
‫ﻗﻴﺎﺱ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ‪...‬‬
‫ﻜﺫﻟـﻙ ﺃﻴﻀ‪‬ـﺎ 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
‫ﺍﻻﻋﺘﻤﺎﺩﻴﺔ‬
‫ﺍﻟﻘﻴﻤﺔ ﺍﻟﻤﺘﻭﺴﻁﺔ‬
‫‪0.212‬‬
‫ﺍﻟﺘﺭﺘﻴﺏ‬
‫ﺍﻷﻭل‬
‫ﺍﻷﻤﺎﻥ‬
‫‪0.211‬‬
‫ﺍﻟﺜﺎﻨﻲ‬
‫ﺍﻟﺘﺠﺴﻴﺩ‬
‫‪0.207‬‬
‫ﺍﻟﺜﺎﻟﺙ‬
‫ﺍﻻﺴﺘﺠﺎﺒﺔ‬
‫‪0.197‬‬
‫ﺍﻟﺭﺍﺒﻊ‬
‫ﺍﻟﺘﻌﺎﻁﻑ‬
‫‪0.172‬‬
‫ﺍﻟﺨﺎﻤﺱ‬
‫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
‫ﺍﻟﺘﺒﺎﻴﻥ‬
‫ﻓﻲ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﺼﺭﻓﻴﺔ ﻭﻗﺩ ﺘﻤﺜﻠﺕ ﺍﻟﻤﺘﻐﻴﺭﺍﺕ ﺍﻟﻤﺴﺘﻘﻠﺔ ﻓﻲ ﺃﺒﻌﺎﺩ ﺠﻭﺩﺓ ﺍﻟﺨﺩﻤﺔ ﻓﻲ ﻜل‬
‫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
‫ﻏﻴﺭ ﻤﺭﺠﺢ‬
‫‪R2‬‬
‫ﺍﻟﻤﻌﻨﻭﻴﺔ‬
‫ﻤﺭﺠﺢ‬
‫ﺍﻟﻤﻌﻨﻭﻴﺔ‬
‫‪R2‬‬
‫ﺍﻟﺘﺠﺴﻴﺩ‬
‫ﺍﻻﻋﺘﻤﺎﺩﻴﺔ‬
‫‪0.108‬‬
‫‪0.00‬‬
‫‪0.103‬‬
‫‪0.00‬‬
‫ﺍﻻﺴﺘﺠﺎﺒﺔ‬
‫‪0.263‬‬
‫‪0.00‬‬
‫‪0.259‬‬
‫‪0.00‬‬
‫ﺍﻷﻤﺎﻥ‬
‫ﺍﻟﺘﻌﺎﻁﻑ‬
‫ﺇﺠﻤﺎﻟﻲ‬
‫‪0.00‬‬
‫‪0.371‬‬
‫‪0.00‬‬
‫‪0.362‬‬
‫ﻗﻴﻤﺔ ‪F‬‬
‫‪19.844‬‬
‫‪58.555‬‬
‫ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ‬
‫‪0.329‬‬
‫‪0.513‬‬
‫ﻤﺴﺘﻭﻯ ﺍﻟﻤﻌﻨﻭﻴﺔ‬
‫‪00.0‬‬
‫‪00.0‬‬
‫‪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
‫‪R2‬‬
‫ﺍﻟﻤﻌﻨﻭﻴﺔ‬
‫ﺍﻟﺘﺠﺴﻴﺩ‬
‫‪0.14‬‬
‫‪0.00‬‬
‫ﺍﻻﻋﺘﻤﺎﺩﻴﺔ‬
‫‪0.14‬‬
‫‪0.00‬‬
‫ﺍﻻﺴﺘﺠﺎﺒﺔ‬
‫‪0.166‬‬
‫‪0.00‬‬
‫ﺍﻷﻤﺎﻥ‬
‫‪0.1323‬‬
‫‪0.00‬‬
‫ﺍﻟﺘﻌﺎﻁﻑ‬
‫‪0.126‬‬
‫‪0.00‬‬
‫ﺇﺠﻤﺎﻟﻲ‬
‫‪0.671‬‬
‫‪0.00‬‬
‫‪R2‬‬
‫‪0.661‬‬
‫ﻗﻴﻤﺔ ‪F‬‬
‫‪140.416‬‬
‫‪0.819‬‬
‫ﻤﻌﺎﻤل ﺍﻻﺭﺘﺒﺎﻁ‬
‫‪0.679‬‬
‫‪0.819‬‬
‫ﻤﺴﺘﻭﻯ ﺍﻟﻤﻌﻨﻭﻴﺔ‬
‫‪0.00‬‬
‫‪0.00‬‬
‫ﺍﻟﻤﻌﻨﻭﻴﺔ‬
‫‪0.00‬‬
‫ﻭﻴﻼﺤـﻅ ﻤـﻥ ﺍﻟﺠﺩﻭل ﺭﻗﻡ )‪ (6‬ﺃﻴﻀ‪‬ﺎ 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 ‪ .0.628‬ﻭﺒﻨﺎﺀ‪‬ﺍ 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 ﻤﻁﻠﺒ‪‬ﺎ ﺃﺴﺎﺴﻴ‪‬ﺎ 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 ﻋﻠﻰ‬‫ﺍﺴﺘﺨﺩﺍﻤﻬﺎ‪.‬‬
‫‪ -‬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.‬‬
‫‪98‬‬
‫ﻓﺎﺭﺱ ﺃﺒﻭ ﻤﻌﻤﺭ‬
‫ﺃﻭﻻ‪ :‬ﺍﻟﻤﺭﺍﺠﻊ ﺍﻟﻌﺭﺒﻴﺔ‪:‬‬
‫ﺍﻟﻤﺭﺍﺠﻊ‬
‫‪ .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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‫‪credit unions.", International Journal of Bank Marketing,19/4, pp.179-185.‬‬
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‫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.‬‬
‫ﺒﺭﺠﺎﺀ ﻤلﺀ ﺍﻟﺒﻴﺎﻨﺎﺕ ﺍﻟﺘﺎﻟﻴﺔ‪:‬‬
‫ﺍﻟﺴﻥ‪........................:‬‬
‫ﺍﻟﻤﻬﻨﺔ‪............................ :‬‬
‫ﺃﻨﺜﻰ‬
‫ﺫﻜﺭ‬
‫ﺍﻟﺒﻨﻭﻙ ﺍﻟﺘﻲ ﺘﺘﻌﺎﻤل ﻤﻌﻬﺎ‪:‬‬
‫ﺍﻟﺒﻨﻙ‪:‬‬
‫‪...................‬‬
‫ﺍﻟﻔﺭﻉ‪:‬‬
‫‪...................‬‬
‫‪103‬‬
‫ﺴﻨﻭﺍﺕ ﺍﻟﻌﻤل‬
‫‪................‬‬
‫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.‬‬
‫)‪(1‬‬
‫)‪(2‬‬
‫)‪(3‬‬
‫)‪(4‬‬
‫)‪(5‬‬
‫ﻏﻴﺭ ﻤﻬﻡ‬
‫ﻤﻘﺒﻭل‬
‫ﻤﺘﻭﺴﻁ‬
‫ﻋﺎل‬
‫ﻋﺎل ﺠﺩﹰﺍ‬
‫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.‬‬
‫‪.10‬‬
‫ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﺒﻨﻭﻙ ﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻔﻭﺭﻴﺔ‪.‬‬
‫‪.11‬‬
‫ﻀﺭﻭﺭﺓ ﺃﻥ ﻴﻜﻭﻥ ﻟﺩﻯ ﺍﻟﻌﺎﻤﻠﻴﻥ ﺍﻻﺴﺘﻌﺩﺍﺩ ﺍﻟﺘﺎﻡ ﻟﻤﺴﺎﻋﺩﺓ ﺍﻟﻌﻤﻼﺀ‪.‬‬
‫‪.13‬‬
‫ﻴﺴﺘﻁﻴﻊ ﺍﻟﻌﻤﻼﺀ ﺃﻥ ﻴﺜﻘﻭﺍ ﻓﻲ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﺒﻨﻭﻙ‪.‬‬
‫‪.12‬‬
‫‪.14‬‬
‫ﻤﻥ ﻏﻴﺭ ﺍﻟﻤﻘﺒﻭل ﺃﻥ ﻴﺘﻤﻜﻥ ﺍﻟﻌﺎﻤﻠﻭﻥ ﻤﻥ ﺘﻠﺒﻴﺔ ﻁﻠﺒﺎﺕ ﺍﻟﻌﻤﻼﺀ ﻓﻭﺭﹰﺍ ﻻﻨﺸﻐﺎﻟﻬﻡ ﻓﻲ ﺃﻋﻤﺎل ﺃﺨﺭﻯ‪.‬‬
‫ﻴﺠﺏ ﺃﻥ ﻴﺸﻌﺭ ﺍﻟﻌﻤﻼﺀ ﺒﺎﻷﻤﺎﻥ ﻓﻲ ﺘﻌﺎﻤﻼﺘﻬﻡ ﻤﻊ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﺒﻨﻙ‪.‬‬
‫‪.15‬‬
‫ﻀﺭﻭﺭﺓ ﺍﺘﺼﺎﻑ ﺍﻟﻌﺎﻤﻠﻴﻥ ﺒﺎﻟﺒﻨﻭﻙ ﺒﺎﻟﺴﻠﻭﻙ ﺍﻟﻤﻬﺫﺏ ﺍﻟﻤﺠﺎﻤل‪.‬‬
‫‪.17‬‬
‫ﻀﺭﻭﺭﺓ ﺃﻥ ﺘﻭﻟﻰ ﺍﻟﺒﻨﻭﻙ ﻜل ﻋﻤﻴل ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﻔﺭﺩﻱ‪.‬‬
‫‪.16‬‬
‫‪.18‬‬
‫ﻀﺭﻭﺭﺓ ﺤﺼﻭل ﻤﻭﻅﻔﻲ ﺍﻟﺒﻨﻙ ﻋﻠﻰ ﺍﻟﻤﺴﺎﻨﺩﺓ ﺍﻟﻜﺎﻓﻴﺔ ﻤﻥ ﻗﺒل ﺍﻟﺒﻨﻙ ﻷﺩﺍﺀ ﻋﻤﻠﻬﻡ‪.‬‬
‫ﻀﺭﻭﺭﺓ ﺃﻥ ﻴﻭﻟﻲ ﺍﻟﻌﺎﻤﻠﻭﻥ ﻜل ﻋﻤﻴل ﺍﻫﺘﻤﺎﻤﹰﺎ ﺸﺨﺼﻴﹰﺎ‪.‬‬
‫‪.19‬‬
‫ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻤﻌﺭﻓﺔ ﺍﺤﺘﻴﺎﺠﺎﺕ ﻋﻤﻼﺌﻬﻡ‪.‬‬
‫‪.21‬‬
‫ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﺃﻥ ﺘﻭﻓﺭ ﺴﺎﻋﺎﺕ ﻋﻤل ﻤﻼﺌﻤﺔ ﻟﻅﺭﻭﻑ ﻜل ﺍﻟﻌﻤﻼﺀ‪.‬‬
‫‪.20‬‬
‫ﻴﺘﻭﻗﻊ ﻤﻥ ﺍﻟﺒﻨﻭﻙ ﺃﻥ ﺘﻜﻭﻥ ﻤﺼﻠﺤﺔ ﻋﻤﻼﺌﻬﻡ ﻓﻲ ﻤﻘﺩﻤﺔ ﺍﻫﺘﻤﺎﻤﺎﺘﻬﻡ‪.‬‬
‫‪104‬‬
‫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.‬‬
‫)‪(1‬‬
‫)‪(2‬‬
‫)‪(3‬‬
‫)‪(4‬‬
‫)‪(5‬‬
‫ﻏﻴﺭ ﻤﺘﻭﻓﺭ‬
‫ﺩﺭﺠﺔ ﻤﻘﺒﻭﻟﺔ‬
‫ﺩﺭﺠﺔ ﻤﺘﻭﺴﻁﺔ‬
‫ﺩﺭﺠﺔ ﻋﺎﻟﻴﺔ‬
‫ﺩﺭﺠﺔ ﻋﺎﻟﻴﺔ ﺠﺩﹰﺍ‬
‫‪.1‬‬
‫ﻴﺘﻭﺍﻓﺭ ﻟﺩﻯ ﻻﺒﻨﻙ ﻤﻌﺩﺍﺕ ﺘﺴﺎﻴﺭ ﺍﻟﻌﺼﺭ ﻭﺘﻜﻨﻭﻟﻭﺠﻴﺎ ﺤﺩﻴﺜﺔ‪.‬‬
‫‪.2‬‬
‫ﻤﻅﻬﺭ ﺍﻟﺒﻨﻙ ﺠﺫﺍﺏ‪.‬‬
‫‪.3‬‬
‫‪.4‬‬
‫ﻴﺘﻤﻴﺯ ﺍﻟﻌﺎﻤﻠﻭﻥ ﺒﺤﺴﻥ ﺍﻟﻤﻅﻬﺭ ﻭﺃﻨﺎﻗﺔ ﺍﻟﻤﻠﺒﺱ‪.‬‬
‫ﻴﺘﻼﺀﻡ ﺍﻟﻤﻅﻬﺭ ﺍﻟﻌﺎﻡ ﻟﻠﺒﻨﻙ ﻤﻊ ﻁﺒﻴﻌﺔ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻤﻘﺩﻤﺔ‪.‬‬
‫‪.5‬‬
‫ﻋﻨﺩﻤﺎ ﻴﻌﺩ ﺍﻟﺒﻨﻙ ﺒﺄﺩﺍﺀ ﻋﻤل ﻤﺎ ﻓﻲ ﻭﻗﺕ ﻤﻌﻴﻥ ﻴﻠﺘﺯﻡ ﺒﺫﻟﻙ‪.‬‬
‫‪.6‬‬
‫ﻋﻨﺩ ﻤﻭﺍﺠﻬﺘﻲ ﻤﺸﻜﻠﺔ ﻤﺎ‪ ،‬ﻴﺘﻌﺎﻁﻑ ﺍﻟﺒﻨﻙ ﻤﻌﻲ ﻭﻴﻁﻤﺌﻨﻨﻲ ﺇﻟﻰ ﺇﻤﻜﺎﻨﻴﺔ ﺤﻠﻬﺎ‪.‬‬
‫‪.7‬‬
‫ﻴﺅﺩﻱ ﺍﻟﺒﻨﻙ ﺍﻟﺨﺩﻤﺔ ﺍﻟﺼﺤﻴﺤﺔ ﻤﻥ ﺃﻭل ﻤﺭﺓ‪.‬‬
‫‪.8‬‬
‫ﻴﺅﺩﻱ ﺍﻟﺒﻨﻙ ﺍﻟﺨﺩﻤﺔ ﻓﻲ ﺍﻟﻤﻭﻋﺩ ﺍﻟﻤﺘﻔﻕ ﻋﻠﻴﻪ‪.‬‬
‫‪.9‬‬
‫ﻴﺤﺘﻔﻅ ﺍﻟﺒﻨﻙ ﺒﺴﺠﻼﺕ ﺩﻗﻴﻘﺔ‪.‬‬
‫‪.10‬‬
‫‪.11‬‬
‫ﻴﺤﺩﺩ ﺍﻟﺒﻨﻙ ﻭﻗﺕ ﺇﻨﺠﺎﺯ ﺍﻟﺨﺩﻤﺔ ﺒﺩﻗﺔ‪.‬‬
‫ﻴﻘﻭﻡ ﺍﻟﻌﺎﻤﻠﻭﻥ ﺒﺘﻘﺩﻴﻡ ﺍﻟﺨﺩﻤﺔ ﺍﻟﻔﻭﺭﻴﺔ‪.‬‬
‫‪.12‬‬
‫ﺍﻟﻌﺎﻤﻠﻭﻥ ﻓﻲ ﺍﻟﺒﻨﻙ ﻟﺩﻴﻬﻡ ﺍﻻﺴﺘﻌﺩﺍﺩ ﺍﻟﺩﺍﺌﻡ ﻟﻤﺴﺎﻋﺩﺘﻲ‪.‬‬
‫‪.13‬‬
‫ﺍﻟﻌﺎﻤﻠﻭﻥ ﻓﻲ ﺍﻟﺒﻨﻙ ﻴﻠﺒﻭﻥ ﺍﻟﻁﻠﺒﺎﺕ ﻓﻭﺭﹰﺍ ﻤﻬﻤﺎ ﻜﺎﻨﺕ ﺩﺭﺠﺔ ﺍﻨﺸﻐﺎﻟﻬﻡ‪.‬‬
‫‪.14‬‬
‫ﺍﻟﻌﺎﻤﻠﻭﻥ ﻓﻲ ﺍﻟﺒﻨﻙ ﻴﻤﻜﻥ ﺍﻟﻭﺜﻭﻕ ﺒﻬﻡ‪.‬‬
‫‪.15‬‬
‫ﻴﻤﻜﻨﻙ ﺃﻥ ﺘﺸﻌﺭ ﺒﺎﻷﻤﺎﻥ ﻋﻨﺩ ﺇﺠﺭﺍﺀ ﺘﻌﺎﻤﻼﺘﻙ ﻤﻊ ﺍﻟﻌﺎﻤﻠﻴﻥ ﻓﻲ ﺍﻟﺒﻨﻙ‪.‬‬
‫‪.16‬‬
‫ﺍﻟﻌﺎﻤﻠﻭﻥ ﻓﻲ ﺍﻟﺒﻨﻙ ﻴﺘﻤﻴﺯﻭﻥ ﺒﺎﻟﺴﻠﻭﻙ ﺍﻟﻤﻬﺫﺏ ﺍﻟﻤﺠﺎﻤل‪.‬‬
‫‪.17‬‬
‫‪.18‬‬
‫ﻴﺤﺼل ﺍﻟﻌﺎﻤﻠﻴﻥ ﻋﻠﻰ ﺍﻟﻤﺴﺎﻨﺩﺓ ﺍﻟﻜﺎﻤﻠﺔ ﻤﻥ ﻗﺒل ﺍﻟﺒﻨﻙ ﻷﺩﺍﺀ ﻋﻤﻠﻬﻡ‪.‬‬
‫ﻴﻭﻟﻲ ﺍﻟﺒﻨﻙ ﺍﻟﻌﻤﻼﺀ ﺍﻻﻫﺘﻤﺎﻡ ﺍﻟﻔﺭﺩﻱ‪.‬‬
‫‪.19‬‬
‫ﻴﻭﻟﻲ ﺍﻟﻌﺎﻤﻠﻭﻥ ﺒﺎﻟﺒﻨﻙ ﺍﻟﻌﻤﻼﺀ ﺍﻟﻌﻨﺎﻴﺔ ﺍﻟﺸﺨﺼﻴﺔ‪.‬‬
‫‪.20‬‬
‫ﻴﺘﻔﻬﻡ ﺍﻟﻌﺎﻤﻠﻭﻥ ﺒﺎﻟﺒﻨﻙ ﺍﺤﺘﻴﺎﺠﺎﺘﻲ‪.‬‬
‫‪.21‬‬
‫ﻴﻀﻊ ﺍﻟﺒﻨﻙ ﻤﺼﻠﺤﺘﻲ ﻓﻲ ﻤﻘﺩﻤﺔ ﺍﻫﺘﻤﺎﻤﺎﺘﻪ‪.‬‬
‫‪ .22‬ﻴﻭﻓﺭ ﺍﻟﺒﻨﻙ ﺴﺎﻋﺎﺕ ﻋﻤل ﻤﻼﺌﻤﺔ ﻟﻅﺭﻭﻓﻲ‪.‬‬
‫‪105‬‬