Impact of Banking Service Quality on the Mental Image of Customers: A Field Study at the Islamic Banks in Yemen Republic

Abstract

This study aimed at investigating the impact of banking services quality on the mental image of customers at the Islamic banks and measuring its dimensional levels. The population of the study included  a number of Islamic banks’ customers in the Republic of Yemen. The descriptive analytical method was used and a questionnaire was developed as an instrument for data collection. A number of 380 questionnaires were distributed to the sample of the study. The data were analyzed using SPSS. The findings of the study revealed that the level of banking services quality in the Islamic banks was generally high and the level of its dimensions i.e. tangible, communication and credibility was also high, while the level of the other dimensions i.e. response, empathy and reliability was average. The study also found that the level of customers’ mental image of the Islamic banks was generally average, and the level of its dimensions i.e. cognitive dimension was high, while the level of the emotional and behavioral dimensions was average. The study concludes that the Islamic banks should  promote and improve the quality of banking services in all their different dimensions through a specific plan and mechanism to improve the mental image of bank customers.