جودة الخدمات المصرفية ودورها في تحقيق الميزة التنافسية للبنوك : دراسة حالة مصرف المزارع التجاري

This research studied the quality of banking services and their role in achieving the competitive advantage of banks. The problem of research was to answer the research questions of : what is the impact of quality of banking services in achieving the competitive advantage ,to what extent, the support of senior management in the bank has contributed to achieve competitive advantage, to what extent, the quality of banking service can be considered as ameans of achieving customer satisfaction and thus achieving acompetitive advantage. This research is mainly aimed to identify the views of customers about the quality of banking services provided by banks and their impact of competitiveness , to clarify the role of quality in banking services as well as to identify their impact in achieving competitive advantage. Showing the characteristics and dimensions of quality of banking services . the research hypotheses were , the quality of banking services is amean of achieving competitive advantage for the bank, there is astatistically significant relation ship between senior management support and competitive advantage at the bank . the quality of banking services is amean of achieving customer satisfaction, the descriptive analytical approach was used . The research results were : The use of modern technology in the farmers commercial bank lead to improve the level of work and contributed to the competitive advantage of the bank. The interest of the bank management to solve the problems that help in development of the quality of banking services contributed to the achievement competitive advantage .the existence of adedicated budget to improve the quality of banking service contributed to achieve the competitive advantage of the farmers commercial bank. Develop aclear strategy for the development process lead to strengthen the banks competitive position . to clarify the dimensions of quality in banking services as well as to identify their impact in achieving . The research recommendations : Give senior management greater attention to the development of banking services and provide the necessary facilities to achieve acompetitive advantage of the bank . attention to follow up the latest developments in the field of banking services and access to customers through the latest electronic means, pay attention to the human resources through training courses for all employees especially employees in the service windows because of their direct contact with customers