Customer Satisfaction in United Arab Emirates Banks - Research Paper Example

Quality services are an antecedent of customers’ satisfaction forms one of the highly important factors that propel the development and growth of the service sector. Considering that provision of quality services is a must to achieve customer satisfaction, such an element has increasingly become important within the service industry. Quality services are often associated with customer satisfaction. In this regard, quality services refer to the way the customers perceive the company and its services.

On the other hand, customer satisfaction refers to customers’ attitude or feelings towards a service after its consumption. Some authors argue that both satisfaction and quality services should be conceptualized and considered as being equivalent. The relationship between the two constructs suggests that customer satisfaction occurs at the service transactional phase whereas quality services take place at the global level.Customer satisfaction is a term commonly used in marketing and refers to a measure of how services and products supplied by firms surpass or meet client's expectations.

It is a performance indicator for businesses and in most cases forms part of the balanced scorecard. In today’s modern world, customer satisfaction has increasingly become a competitive tool for businesses as it acts as an important differentiator of a firm's services.In today’s context, the banking industry has diversified and is more competitive. As such, all the banks are putting efforts to improve the quality of their services in order to derive higher customer satisfaction. In this regard, the key objective of this research seeks to evaluate the level of customer satisfaction in the United Arab Emirates banking sector.

Being a service sector, banks are fighting to maintain customer loyalty by achieving higher customer satisfaction. As witnessed, many banks in UAE are of late applying Japanese methods of quality assurance in pursuance of higher returns by offering high-quality services to their clientele.