Abstract

The aim of this paper is the theoretical and practical analysis of banking services quality evaluation, for development of e-banking in Libya. E-banking is one of the basic concepts of modern banking services and this approach improves quality of banking and a differential advantage which leads a bank to a better position on market place in competitive environment. Success of e-marketing lies in researching what drives consumers and opportunity to fulfill those needs and wishes in ways so that consumers will be satisfied with banking services for a long time period. In Libya e-marketing and e-banking are new approaches which banks need to accept, according to banking changes in world market place. This paper presents contributions to the development of these approaches in the banking sector in Libya. The study evaluates and analyzes the level of quality of banking services, by applying the theory of the gap using a model SERVQUAL. This will contribute to ensuring an information base that will help implementation of e-banking in departments of commercial banks in Libya. This will improve the quality of banking services in this country.

Key words: Quality of banking services, e-marketing, e-banking, SERVQUAL model.