The Mediating Role Of Perceived Service Quality In The Relationship Between Customer Orientation And Mental Image

A Survey Study Of Privet Banks Customers In Damascus Governorate

Abstract

The research aimed to study the mediating role of perceived service quality in the relationship between customer orientation and corporate image of private banks operating in Damascus Governorate. The researcher relied on the descriptive analytical approach as a general approach to the research, where a questionnaire was designed and distributed to a random sample of customers of the studied banks. The number of questionnaires distributed was 400, of which 388 questionnaires were valid for statistical analysis was 388. The researcher relied on the statistical analysis program Spss 26, as a tool for analyzing the available data, statistical description and research hypotheses, and on IBM Spss Amos 26 program in testing the research model. The results showed a significant positive impact of applying customer orientation on the perceived service quality of the studied banks, and a significant positive impact of applying customer orientation on the corporate image of the studied banks. Furthermore, perceived service quality partially mediates the relationship between customer orientation and corporate image of the studied banks. The research recommended enhancing the application of the customer orientation concept and raising the level of service quality due to their effective role in improving the corporate image of the studied banks.