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Arab Journal of Administration المجلة العربية للإدارة

Abstract

The study aimed to realize Trends of Customers in South of West Bank in Preferring to Deal with Commercial and Islamic Banks. It also aimed to realize the range of influence of quality of service, advertising media and reference group upon trends of customers with commercial and Islamic banks. The number of questionnaires to be analyzed rose to 595 out of 650 that were delivered to all working branches in the area of the study. A number of statistical tests had been utilized to analyze data using (SPSS) program. The study concluded a number of results. The most remarkable are: 1- Trends of customers in south of west bank were higher in dealing with commercial banks. Impressions of customers in south of west bank of commercial banks were better than that of Islamic banks. 2- The considerable factors that have influence on trends of customers in south West Bank when dealing with banks was: the crowded people came first, then the efficiency of staff, the variation of electronic services and last the financial gifts and prizes. 3- The influence of the achieved quality of service and the advertising media and reference group upon customers' trends in south West Bank in preferring to deal with commercial and Islamic banks came arranged according to importance; the acquired quality of service came first. 4- The most considerable characteristic of trends of costumers in south West Bank in preferring dealing with commercial banks was the customers' stressing the availability of the automatic exchange. 5- The most remarkable feature of trends of costumers in south West Bank in preferring dealing with Islamic banks was the possibility of legislative sales (installments and revenues on money). The study concluded a number of recommendations: 1- Banks pay attention to media for promotion of services as they have great influence in changing trends. 2- High managerial people in commercial and Islamic banks should take into consideration the size of the branch, the number of treasures, efficiency of staff and performance, and the electronic services when planning to open new branches. Banks should put forward training plans continuously, attract experienced people in baking. Simplifying banking procedures, avoiding complexity that consumes time and efforts of customers. 3- Islamic banks, in particular, should extend and improve branches.

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