The role of banking services in commercial banks and possibility of developing it: Applied study on the commercial bank, Brak Branch, Municipality of Brak Al-Shati - Libya

Abstract

With technological developments and changes witnessed by the global economy, interest in the banking service sector has increased. This sector has witnessed great interest as it has become the primary engine for the economies of developed and developing countries. Also, in this remarkable transformation and development, some services have emerged to the forefront of service businesses, thus forming a prominent feature of the service sector. The banking sector has witnessed tremendous development in recent years to the extent that it has become considered one of the important pillars of the national economy, as it contributes to the development of the economy through the financial services it provides to customers. The problem of this study arises to what extent can the quality of modern electronic banking services affect achieving customer satisfaction? Therefore, this study aimed to identify concepts related to banking services and customer satisfaction. On other hand, it gets to know customers’ opinions about the level of banking service and the extent to which it meets their desires. After that it makes testing the relationship between banking services and customer satisfaction. This study included the practical and field aspect, in which a questionnaire was prepared included (18) questions
about the most important services provided by commercial banks to
customers. It was directed to the employees of the Commercial Bank, Brak
Al-Shati branch, in the municipality of Brak Al-Shati - Libya. The results
showed that banking services in commercial banks contribute to the
development of the commercial bank, which in turn reaches customer
satisfaction by providing them with the services required by them. The bank
also provides safety deposit boxes to preserve customers’ private property,
and the management of commercial banks quickly responds to customers’
complaints and urgent inquiries. In addition, it is providing the bank with
the ability to inquire by phone about customers’ transactions. The study
recommended a set of measures that would develop banking services in
commercial banks in Wadi Al Shati.