Özet:

The study was allocated for a pilot survey since there is a lack of information about the Jordanian banking sector in regards to the variables of the study. A pilot survey was conducted to detect weaknesses in survey instrument design and determine the factors that contribute for the measurement of different variables. Variables to be examined in this study are customer orientation, information, financial consultation, banking procedures, customer service, security and trust, exceptions, bank statements and notices, banking transactions, competitive advantage and organizational performance. Different analyses were executed to determine the fitness of different items for the variables. Respondents of 50 branch managers were approached from the sixteen Jordanian banks and 5-point Likert scale was used to measure the variables. Statistical Package for the Social Sciences (SPSS) Version 22 was used for data analysis. The results of the study show that the questionnaire developed is suitable to be used for the study of customer orientation and supplementary services factors. The instrument is also suitable to be used in the context of banking industry in Jordan. Key Words: Customer Orientation, Supplementary Services, Competitive Advantage, Organizational Performance, Jordanian Banking Industry.

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