Design/methodology/approach: Data were collected from a purposive sample of 390 of administrative staff working in four Omani banks, namely (Muscat Bank, Dhofar Bank, National Bank of Oman, and Oman Arab Bank). The data were analyzed AMOS program.

Findings: The results reveal that the two dimensions of MBWA, namely discovering facts and feedback have a positive and significant impact on the service quality, whereas the other three dimensions of MBWA, namely communication, motivating, and creativity, were found to have no significant effect.

Research limitations: The current study has used a purposive sample of administrative staff (i.e. Managers, Branch Managers, and Department Heads) to explore the effect of MBWA dimensions on service quality in the banking sector.

Practical implications: Suggests that policymakers and decision-makers should play a vital and important role in the process of managing banks and motivating administrative staff and encouraging them to innovate and develop to provide the best services to customers. A number of suggestions on how this can be achieved are presented.

Originality/value: Research on relationship between MBWA and service quality in the banking sector is scarce and the study reflects the importance of MBWA and provides the required support for the practice and development of it, especially in Arab countries.