Customer Service Quality and Customer Service Expectations in Banking Sector
Customer service quality and customer service expectations in banking sector.
Abstract
This research explores the relationships between service quality, customer involvement and customer satisfaction in the highly competitive banking sector. The study sought to identify the most important attributes in bank settings, which may be used to review characteristics of the banks as experienced by customers. The main aim is to find out customer service quality performed by banks at present and expectations of customers from the banking service. From past studies on this subject it is clear that there is some service quality gap that should be minimized. Banking organizations as well as other authorities interested about the subject can use the article.
Introduction:
Intangible products such as accounting, banking, cleaning, consultancy, education, insurance, expertise, medical treatment, or transportation are part of service. Sometimes services are difficult to identify because they are closely associated with a good; such as the combination of a diagnosis with the administration of a medicine. No transfer of possession or ownership takes place when services are sold, and they (1) cannot be stored or transported, (2) are instantly perishable, and (3) come into existence at the time they are bought and consumed.
In 1988, Parasuraman et al arranged a quantitative Research. They revealed an instrument for measuring consumers’ perception of Service Quality, after that it became known as SERVQUAL. They collapsed their dimensions from ten to five. The dimensions were:
Tangibles – physical facilities, appearance of personnel and equipment
Reliability – ability to perform the promised service dependably and accurately
Responsiveness – willingness to help customers and provide prompt service
Assurance - Assurance (combination of items designed originally to assess Competence, Courtesy, Credibility, and Security) – ability of the organization’s
Abstract
This research explores the relationships between service quality, customer involvement and customer satisfaction in the highly competitive banking sector. The study sought to identify the most important attributes in bank settings, which may be used to review characteristics of the banks as experienced by customers. The main aim is to find out customer service quality performed by banks at present and expectations of customers from the banking service. From past studies on this subject it is clear that there is some service quality gap that should be minimized. Banking organizations as well as other authorities interested about the subject can use the article.
Introduction:
Intangible products such as accounting, banking, cleaning, consultancy, education, insurance, expertise, medical treatment, or transportation are part of service. Sometimes services are difficult to identify because they are closely associated with a good; such as the combination of a diagnosis with the administration of a medicine. No transfer of possession or ownership takes place when services are sold, and they (1) cannot be stored or transported, (2) are instantly perishable, and (3) come into existence at the time they are bought and consumed.
In 1988, Parasuraman et al arranged a quantitative Research. They revealed an instrument for measuring consumers’ perception of Service Quality, after that it became known as SERVQUAL. They collapsed their dimensions from ten to five. The dimensions were:
Tangibles – physical facilities, appearance of personnel and equipment
Reliability – ability to perform the promised service dependably and accurately
Responsiveness – willingness to help customers and provide prompt service
Assurance - Assurance (combination of items designed originally to assess Competence, Courtesy, Credibility, and Security) – ability of the organization’s
References: ✓ Kotler, P., 2003. Marketing Management, 11ed, Pearson Education/ Prentice Hall, New Jersey. ✓ L. L. Berry, V. A. Zeithaml and A. Parasuraman. Quality counts in services too. ✓ P. Kangis and V. Voukelatos. Private and public banks: a comparison of customer expectations and perceptions. International Journal of Bank Marketing. 1997, 17 (5): 279-287. ✓ Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1985). A conceptual model of service quality and its implica- tions for future research. Journal of Marketing, 49, 41-50. ✓ Ahmed,Feroz and Islam,Md.Tarikul(2008):”E-Banking: Performance, Problems and Potentials in Bangladesh”, Business Review,Vol.06,No.1&2,January to December. ✓ Ahmed, I., Nawaz, M., Usman, A., Shaukat, M., Ahmad, N., and Iqbal, H. (2010). Impact of Service Quality on Customers ' Satisfaction ✓ Angur, M. G., Nataraajan, R, and Jahera, J. S. (1999). Service Quality in the banking industry: an assessment in a developing economy. International Journal of Bank Marketing, 17(3), 116-123. ----------------------- 15