Abstract:

Drawing upon the marketing literature, relationship quality has emerged as a paradigm that indicates the extent that the customer trusts the service provider and has confidence in the service provider’s future performance.  Jordanian banks have invested heavily to develop its e-banking services, in order to strengthening the relationship with existing customers, enhancing their trust with the bank and attracting of new customers. This paper aims to identify the key dimensions that shape the relationship quality between Jordanian banks and their customers who are utilizing the e-Banking services.  Based on an extensive review of relevant literature, we have formulated three hypotheses and identified three factors (satisfaction, trust, and commitment) that may affect the competitiveness and success of Jordanian banks. Survey data from 200 customers from four banks in Amman city the capital of Jordan were collected and used to test the proposed hypotheses. Based on descriptive statistics and multiple linear regression analyses, our empirical analysis demonstrates several key findings. These findings indicate the importance of investigation the dimensions of relationship quality so as to provide feedback in a set of recommendations that will be key sources of superior performance and competitive advantage.