Customer Service Quality and Customer Service Expectations in Banking Sector

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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
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Later, Parasuraman et al. (1988) revised their earlier conceptual model and conceptualized perceived service quality as “a global judgment, or attitude, relating to the superiority of the service” and also developed a 22-items instrument, recognized as SERVQUAL, which has become widely used as a generic instrument for measuring service quality. The instrument items represent five dimensions: reliability, responsiveness, tangibles, assurance and empathy. The conceptual model of Parasuraman et al. (1988) can serve as a basis for understanding customer expectations and service performance. Lee et al. (2000) have made substantial contribution to the service quality literature. They used SERVQUAL model and identified determinants of perceived service quality. Furthermore, they tried to build a relationship of these service quality determinants with satisfaction in the service-oriented firm. They have found that perceived service quality is an antecedent of satisfaction. However, they did not pay attention to whether loyalty can be the final outcome of service quality and satisfaction.Further, researchers identified various service quality dimensions and these are used as independent variables in several service quality studies. For example; Flavian et al. (2004) identified factors like access to service, service offered, security, and reputation for measuring service quality. In this study, authors measured corporate image
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