الفهرس 
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Abstract
Nowadays, the world economy is highly characterized as a service economy. This is mainly due to the growing importance of service sector in both developing and developed countries. Since the service sector is going through a revolutionary change which is considered a good indicator of any country‘s economic progress, new services are being added continuously in order to satisfy existing needs or even unmet needs. Owing to globalization and advanced information technology, companies are forced to focus on customer relationship management as well as customer loyalty and satisfaction in order to cope with the competitive environment in which they operate.
This will lead to the growing importance of service quality that focuses on improving the service, meeting customers‘ needs and remaining competitive. This could be done by start working on the operational processes, determining the problem, providing suitable, valid and reliable service performance measures. Also, customer satisfaction and loyalty should be regularly checked as well (Hosseini, S., Teamur, T., Kobra, A. et al. 2018).
The banking sector is considered to be one of the most important sectors in the service economy. Due to the leading role of banks in planning and executing the financial policy, this role focuses on prioritizing goals and determining the correct ways to achieve them. The banking industry is becoming more dynamic and competitive due to the increasing deregulation, liberalization and globalization that may greatly affects customer loyalty (Taap, M.A., Chong, S.C., Kumar, M. and Fong