An Assessment into the Quality of Banking Services Using SERVQUAL in Pakistan
Journal Article
M.U., Bashir, N. A., Kashif, M & Shahid . 2010
Publication Online URL:
Magazine \ Newspaper:
Magazine
Issue Number:
02
Volume Number:
15
Publication Abstract:
This study aims to discover the gaps between bank customer’s expectations and perceptions by using the SERVQUAL model of service quality. The data was collected through a questionnaire from 216 bank customers representing four different cities in the province of Punjab. Descriptive analysis were used for measuring and interpreting the customer satisfaction construct in services marketing. The SERVQUAL scale proved to be of a two-dimensional structure in this study while the reliability items had the highest effect on customer satisfactions. Due to the time and financial constrains, there were some difficulties in data collection through a structured questionnaire, which may have restricted the potential sample size. The results reveal that on time delivery and an understandings of the customer needs is the most preferred factors in the banking customer’s satisfaction in Pakistan. While neat clean employees and employee’s knowledge of the banking operations got the highest score on perceived quality. On the other hand, the factors like bank’s employees are busy and have poor attitude towards customer queries were found to have the highest service quality gap. The paper is an original contribution towards the SERVQUAL application in the banking sector of Pakistan.