The Impact of Digital Customer Experience on Banking Service Quality in Palestine: The Mediating Role of Customer Involvement رسالة ماجستير

Abstract

Recently, the global competition for goods and services has become very high due to the availability anywhere and anytime. Moreover, the similarity of services has raised the competition especially among the banking sector, which made the quality of these services is the new battleground for these organizations to excel and build strong relationship with the customers. On the other hand, it became very essential for the banking organizations to provide fast and convenient service anywhere and anytime due to the late technological revolution, in order to increase the customer satisfaction. As a result, the aim of this study is to identify the impact of digital customer experience on banking Service Quality in Palestine, and the mediating role of customer involvement. This relationship was analyzed after collecting primary and secondary data from different sources. This data included concept definitions of the variables and its dimensions, its importance, its relationship with other concepts by studying the related literature. The study relied on the descriptive analytical methodology in answering questions and testing hypothesis of the study. The researcher identified the study population as all the customers of the banks operating in Palestine, which amounts to around (1,200,000) customers. A non-random sample (Convenience) was selected and calculated that contained (384) participants. The researcher used questionnaire as the main study tool which consists of the following sections: The first section is the demographic variables. The digital customer experience, which includes seven dimensions. While the third part of the study tool V measured service quality which includes five dimensions. And the fourth part of the study tool measures customer involvement which includes four items. The study came out with a number of results, the most important being the following: there is a moderate level in the application of digital customer experience and its dimensions in the Palestinian banking industry. The study also showed that there is a statically strong relationship between digital customer experience and its dimensions and service quality. In addition, the study found that there is a significant impact of digital customer experience dimensions on service quality in Palestinian banking industry. The study recommended some issues that affect the banking sector in Palestine and improve the digital customer experience and its impact on the service quality, like recommending banks to engage customers in the process of development of services and products. Moreover, the study recommends banks to enhance the technical level of their digital channels and provide them with special features to increase the use percentages.