CC BY
29Вестник Maeucmpamypu. 2016. № 5(56). T. III.
ISSN 2223-4047
UDC 330
Alhajaj Ibrahim
THE IMPACT OF THE QUALITY OF ACCOUNTING INFORMATION SYSTEM OUTPUTS ON CUSTOMERS SATISFACTION IN JORDANIAN COMMERCIAL BANKS
This study aimed to measure the impact of the quality of accounting information system on customer satisfaction in the Jordanian banks, and to achieve the objectives of the study both descriptive approach and analytical approach were followed.
The study population consisted of Jordanian companies as customers of banks operating in Jordan, but for the study sample One was commercial companies operating in Amman, and was the sampling unit of financial managers working in those companies, and researcher relied on the tool questionnaire in the primary data collection were distributed number 400 questionnaire on the financial departments of the companies represented in the sample The study being one of the bank customers, were retrieved 350 identify and exclude 30 questionnaire is valid for statistical analysis,The number of questionnaires were suitable for the analysis process320, as the entirety of the process undergone statistical analysis.
The Researcher reached a number of results: a direct impact of the quality of accounting information system on customer's satisfaction was found, quality of relevance did score the primary effect on customer's satisfaction, and finally the results reveled that customer's satisfaction is achieved due to the bank ability in providing them their requirements, and their confidences in bank ability.
Finally, the Researcher recommended: to enhance banks to continue developing their accounting policies that had a direct impact on customer's satisfaction, and to enhance banks to aware their customers a put its other electronic channels which can have future direct impact on customer's satisfaction.
Keywords: Jordan; banks; customer satisfaction; accounting information system.
Literature Review
(1)Siam (2004) "evaluating the effectiveness of the computerized accounting information systems in the Jordanian commercial banks in light of technological development"
The study aimed at evaluating the effectiveness of the accounting information systems, through a set of standards that reflect the effectiveness of the performance of these systems which is presented by the quality, flexibility, simplicity, and reliability, and to achieve the study targets a questionnaire had been designed and distributed to the financial managers and the workers in the financial circles in the public administrations of the Jordanian commercial banks listed in the stock market (Amman Stock Exchange), for the year 2003 the total number is 9 banks, 45 questionnaire had been distributed, and 42 questionnaire had been adopted for the purposes of analysis. The study found that the computerized accounting information systems in the Jordanian commercial banks and in the light of technological development are characterized by the quality, and that is through the accuracy and adequacy of the outputs of these systems and the appropriateness of the timing of their submission to the decision maker and in a proper manner, which contributes to the rationalization of the decisions taken, also of the results of the study is that the computerized accounting information systems in the Jordanian commercial banks and in the light of the technological development are characterized by the flexibility, simplicity, and reliability, and that the descending order of them was as the following (quality, reliability, flexibility, simplicity).
The researcher recommended a number of recommendations, among the most important of them are enhancing the interest in computerized accounting information systems and working on their development. The researcher sees that this study since it addressed evaluating the effectiveness of the accounting information system an important study that can be depended on from the premise that the study of the researcher mentions the quality of the accounting information system outputs which comes after the effectiveness.
This study differ from the current study in that it evaluated the accounting information systems through the characteristics of the accounting information which are represented by the quality, flexibility, simplicity, and reliability.
© Alhajaj Ibrahim, 2016.
(2)Baqeia and Alareed(2005) "the modern automated techniques that are used in banking services development and their effect on the clients with the banks in Jordan"
The study aimed at clarifying the reality of the advanced information systems and technology that are used in the commercial banks that are working in Jordan whether national or foreign and knowing the extent of its effect on the commercial banks in terms of raising their performance quality and working on attracting new customers, I addition to clarifying the extent of the interaction of the clients with the available automated banking services, and a questionnaire had been prepared especially for this subject, and 532 questionnaire had been distributed to a sample of clients with those banks, and 26 questionnaire of them had been neglected because the individuals had not answer them and the study results had indicated that there is a strong positive relationship between the modern banking and financial information systems that are depended on in the banks and the general level of the offered banking services, thus raising the level of the customers satisfaction about the banks performance and attracting new clients.
The researchers recommended developing ATM machines so to speak with the dealer vocally and directs him to the way of execution of the service that he want in the right way, and giving incorporeal and tangible for the outstanding employees in the banks because their existence forms an effective element of the elements of raising the level of satisfaction of the clients and attracting new clients, and the banks have to find new ways to lessen the risks that result from losing ATM card.
The researcher will benefit from the study by returning to the good manners that are related to the procedures adopted in developing the banking services which have an indirect relationship with the quality of the accounting information system outputs and since this study looked at the impact on the clients the researcher thinks that there is a big benefit that may be utilized.
What distinguishes the above mentioned study from the current study is that it is based primarily on knowing the importance of using the automated technologies in developing the banking services, and their effect on banks, and on the clients.
(3) Jackman & Shanahan (2002) "Customer Profitability Analysis: Frustration Leads To Evaluation".
The study aimed at tracking the development of customer profitability analysis system that is used by
bank of New Zealand, the study showed how the bank analyzed the client profitability information and how that effects the marketing strategy of the bank. This study intended to conduct personal interviews with the employees of the bank for a one day period in the headquarters of the bank, followed by telecommunications to make sure of the data to a 9 consecutive weeks period.
Among the study results is that the application of the first generation of the profitability analysis system is inactive to execute a marketing strategy.
(4) Mithas etal (2005) "Effect of Information Technology Investments on Customer Satisfaction: Theory and Evidence".
The study aimed at showing the effect of investment in the information technology on customers satisfaction using the analytical approach, the study sample was 50 companies for the period (1997-2000), the study collected its data about the investment in information technology through data of weekly survey that was directed to the best Information Technology Directors 500 companies in North America, as for the quantitative and qualitative data about customers satisfaction, they were obtained from the qualitative National Research Center of (School of Business Michigan Ross) university which traced 150 companies that aim to satisfy the customers, the study concluded that investment in information technology in industry sector differs from services sector, and that the final is better in developing information technology and in satisfying its customers, the researcher can benefit from the theoretical aspects of this study and that relate to the customers satisfaction.
(5) Livne etal (2009) "Do Customer Acquisition Cost, Retention and Usage Matter to Firm Performance and Valuation".
The study aimed at showing the effect of each of customer acquisition, and using this cost to evaluate the facility performance, the study focused on wireless industries for the signed years during the period 1997 - 2004, the study used the statistical descriptive approach, it included a sample constituted of 26 Canadian and American wireless industrial general companies, the study found that the customer acquisition costs and keeping him in a high marketing value and this is supported by the marketing studies that stated that the ability of this process contributes effectively in generating profit on the customers level, the researcher sees that this study is partially related to her study from the premise that the cost of customer acquisition is an integral part of the accounting processors that are adopted in the accounting information system.
What distinguishes the above mentioned study from the previous studies
The studies that addressed the accounting information system and the studies that addressed the customer satisfaction multiplied, but according to the researcher science there is no study in Jordan specializing in measuring the effect of the quality of the accounting information system outputs on the customer's satisfaction in general, and on the banks customer satisfaction in specific.
BecmnuK Maeucmpamypu. 2016. № 5(56). T. III.
ISSN 2223-4047
To our knowledge, this study is regarded of the first studies that connect two important dimensions (financial dimension, and customers dimension), the study is characterized by its independent variable that is represented by the quality of the outputs of accounting information system as a whole and the attempt to determinate the procedures that have the greatest influence on the customers satisfaction, which was not done by any previous study as the researcher know.
The last characteristic that distinguishes the study is that its sample will be based on the financial managers of banks main customers which are the companies.
Summary of results
Tabel 1
Averages and Standard Deviations of all Fields of the Quality of the Accounting Information System Outputs and Customers Satisfaction
Field number Field Average Standard deviation Degree
1 Reliability of accounting information system outputs 3.81 0.46 High
2 Accounting information system outputs appropriateness High 4.01 0.59 High
3 Accounting information system outputs stability 3.78 0.56 High
4 Accounting information system outputs comparing 3.87 0.57 High
5 Customers satisfaction 3.93 0.52 High
6 The general average and standard deviation 3.87 0.54 High
The results showed that the field of accounting information system outputs reliability got an average of 3.81 and a standard deviation 0.46 while the field of accounting information system outputs appropriateness got an average of 4.01 and a standard deviation of 0.59 and the field of accounting information system outputs stability got an average of 3.78 and standard deviation 0.56 and the field of accounting information system outputs comparing got an average of 3.87 and standard deviation 0.57 and finally the field of customers satisfaction got an average of 3.93 and standard deviation 0.52 and the following is a graph which shows that:
4,05 4
3,95 & 3,9 £ 3,85 < 3,8 3,75 3,7 3,65
fields
Fig. 1. Averages of study fields
Conclusions
The study concluded a number of important results that reflect the extent to which the accounting system in the Jordanian commercial banks for comparison, And the other relating to the existence of main links in the accounting system led to customer confidence in the Jordanian accounting system and these results can be summarized as follows:
(1) Found that there are two main reasons contributed by giving customers the confidence of the outputs of the accounting information system of the bank, namely: the presence of an excellent match account balances, with an average of this paragraph was (4.5) and ranked first in the relative importance, As well as the Bank was keen to display all honesty accounting procedures for its customers as the average of this paragraph was (4.15) and ranked second in relative importance.
(2) Found that there are two main reasons contributed by giving the appropriateness of accounting information system, namely: The Bank's immediate balancing of accounts with an average of this paragraph was
accounting information system outputs reliability
accounting information system outputs appropriateness
accounting information system outputs stability
accounting information system outputs comparing
customers satisfaction got an average
(4.27) and ranked first in the relative importance, As well as the mechanism and speed of Bank followed in balancing of accounts generate feedback related to decision-making for customers with an average of this paragraph was (4.24) and ranked second relative importance.
(3) It found that there are two main reasons contributed stability accounting information system of the bank, namely: the existence of stability in General accounting policy in the presentation of financial statements of the bank as the average of this paragraph was (4.35) and ranked first in the relative importance, As well as the Bank was keen to stability in follow the measurement and disclosure of accounting policies relating to current accounts to customers with an average of this paragraph was (4.24) and ranked second relative importance.
(4) Found that there are two main reasons contributed by giving portability information system of accounting for comparison, namely: the capability of the bank customers to compare the general accounting policy in showing financial data, where the average of this statement was (4.46) and it took the first place in terms of the relative importance, and also the capability of the bank customers to compare accounting measurement and disclosure policies that relate to their running accounts, where the average of this statement was (4.17) and it took the second place in terms of the relative importance.
(5) It was found that there are two main reasons that contributed to adding customers satisfaction to the bank accounting information system, which are: the existence of the customers confidence in the financial data issued by the bank and that relate to your transactions with it, where the average of this statement was (4.4) and it took the first place in terms of the relative importance, and also the bank is concerned to provide the customers' requirements in general, where the average of this statement was (4.25) and it took the second place in terms of the relative importance.
(6) There is an agreement that most banks provide their customers with information that the characteristic appropriateness is added to, where it was found that the appropriateness statement took the highest average between the rests of the qualitative characteristics which was (4.01).
(7) The researcher attributes the customer's satisfaction about the outputs of the accounting information system to the banks' ability in providing each of the characteristics: appropriateness and reliability of the outputs of the accounting information system.
References
1. Siam, Walid Zakaria, (2004), "Evaluation of the effectiveness of computerized accounting information systems in Jordanian commercial banks under the technological development" vocational sixth Scientific Conference of the Association of Chartered Accountants, for the period from 22-23 / 09/2004, Jordan.
2. Baqeia and Alareed (2005), " Automated modern technologies used in the development of banking services and their impact on dealing with banks" Jordan Journal of Applied Sciences "Humanities" Second edition p129-131.
3. Jackman, susan and shanahan, Yvonne, (2002), "Customer Profitability Analysis: Frustration Leads To Evolution" New Zealand Journal Of Applied Business Research, Vol # 1, pp125-135.
4. Mithas, Sunil, Krishnan, M.S and Fornell, Claes, (2005), "Effect of Information Technology Investments on Customer Satisfaction: Theory and Evidence" Working Paper No. 971, Ross School of Business, University of Michigan. Available at: www.ssrn.com
5. Livne, Gilad, Simpson, Ana and Talmor, Eli,(2009), "Do Customer Acquisition Cost, Retention and Usage Matter to Firm Performance and Valuation", Sixth Accounting Research Workshop, IE Business School, Berne, Available at: www.ssrn.com
ALHAJAJ IBRAHIM - Student of Dalian University of Technology, China.
