The independent variables of our survey are incorporated in the questionnaire for clients. In addition to the questionsrelated to the sample’s characteristics, two main dependentvariables are used in this questionnaire. The first one is theclients’ level of satisfaction. In fact, this variable is takeninto consideration for the assessment of clients’ retention; asmentioned and used by previous research (Constantine, 2002).Moreover, the level of satisfaction is measured by evaluating3 major components which are:• Interpersonal communication by staff• Service performance• Complaint handlingThe second variable is the clients’ perception of the bank’simage. In this direction, the respondents are asked to give theiropinion on the following factors:• Staff responsiveness• Staff creativity• Staff trustworthiness• Services level• Bank’s social responsibility level