The most productive output of an organization is production of customer satisfaction. The real value lies in delivering customer satisfaction which precedes customer retention and profits. Although most organizations understand the importance of this stakeholder, few are able to commit themselves to achieving customer satisfaction. For them customer service is an attitude and not a department or competency. This study focuses on investigating customer satisfaction dimensions in service industry in general and banking sector in particular. Service quality is measured in the banking sector in Oman using multiple item questionnaires as the research was epistemologically committed to realist philosophy. The findings confirm strong relationship between customer satisfaction and service quality dimensions. The presentation of the multiple regression models explains 62% of the relationship between customer satisfaction and service quality dimensions. If firms in the banking sector improve their communication with their customers and commit themselves to delivering customer service and develop necessary competencies for it, they would be able to deliver the desired level of customer satisfaction.

The most productive output of an organization is production of customer satisfaction. The real value lies in delivering customer satisfaction which precedes customer retention and profits. Although most organizations understand the importance of this stakeholder, few are able to commit themselv...