Impact of Banking Service Quality and Customer Expectations on Enhancing Customer Trust

Abstract

​The study aimed to measure the impact of banking service quality and customer expectations on enhancing customer trust in the Yemeni banking sector. It adopted a descriptive analytical approach, where data were collected through an electronic questionnaire administered to (47) customers. The data were analyzed using simple and multiple regression techniques through the Statistical Package for the Social Sciences (SPSS).
The results revealed a positive and statistically significant effect of both banking service quality and customer expectations on enhancing customer trust, with customer expectations showing a stronger impact. The study recommends improving banking service quality, effectively managing customer expectations, strengthening communication and transparency, and conducting periodic measurements of customer satisfaction to support trust and banking loyalty.