Measuring The Perceived Service Quality

Afro Eurasian Studies, Vol. 2, Issues 1&2, Spring & Fall 2013, 56-71

Measuring the Perceived Service Quality and Customer Satisfaction in Islamic Bank
Windows in Libya Based on Structural
Equation Modelling (SEM)
Ali Joma Khafafa*
Zurina Shafii**
Abstract
The growth of the banking sector is vital for a country’s economic development as it provides most of the financing sources for businesses. Customer satisfaction is one of the most important factors in determining the feasibility of a banking operation.
Thus, this study aims to measure customer satisfaction in Libyan commercial banks, using the structural equation model (SEM).
This study uses the dimensions from the modified SERVQUAL model, namely Tangibility, Assurance, Reliability, Responsiveness and Empathy for 366 cross-sectional samples that were taken from three commercial banks in Libya, namely Gumhouria Bank,
Wahda Bank and Sahara Bank in year 2012. The study found that responsiveness was the strongest indicator of customer satisfaction using the dimensions of perceived quality, followed by reliability, empathy and assurance. The results of this study will be useful for policy-making by Libyan authorities responsible for the development of the banking sector.
Keywords: Customer Satisfaction, Perceived Service Quality,
Structural Equation modeling (SEM)
* PhD Research Scholar, Faculty of Economics and Muamalat, Universiti Sains Islam
Malaysia, 71800, Nilai, Negeri Sembilan, Malaysia; Email: [e-mail]
** Director, Islamic Finance and Wealth Management Institute (IFWMI), Faculty of
Economics and Muamalat, Universiti Sains Islam Malaysia, Malaysia; Email: [e-mail]

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Introduction
Customers are the lifeblood of any organisation, because customer satisfaction is the key to the continued survival of an organisation. Service quality is the key to measuring user satisfaction. Satisfaction is particularly important in relation to organisations that deliver services, rather than
goods

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