Service Quality and Customer Satisfaction in the Banking Sector

This paper evaluates the identification and discussion of five factors of selected research problem. It will also provide the justification of the three factors related to the research problem along with the literature survey based on the topic. It further will discuss the key characteristics of the problem statement and provides with the research questions and hypothesis based on the articles.

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Service quality and customer satisfaction in
the banking sector
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Table of Contents
Introduction.................................................................................................................................................2
Identification of the research problem.........................................................................................................2
Discussion of the five factors suitable for the research problem..................................................................3
Justification of the three factors for the research problem...........................................................................3
Literature survey (three journal articles)......................................................................................................4
Problem statement.......................................................................................................................................7
Five specific purposes.................................................................................................................................8
Literature review (Five research articles)....................................................................................................8
Justification of the methods.......................................................................................................................15
Four ethical issues.....................................................................................................................................16
Timetable...................................................................................................................................................16
Conclusion.................................................................................................................................................18
References.................................................................................................................................................19

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Introduction
The paper will evaluate the identification and discussion of five factors of selected research
problem. It will also provide the justification of the three factors related to the research problem
along with the literature survey based on the topic. It further will discuss the key characteristics
of the problem statement and provides with the research questions and hypothesis based on the
articles. The primary aim of the paper is to focus on the five articles that will be discussed in the
literature review. The five articles provided with the comparative study reflects the comparison
between the researches based on different topics. It provides with the critical analysis of the
methods based on the comparative study. It also focuses upon the four ethical consideration
related to the articles. The paper will discuss the factors that put an impact on satisfaction of
customer related to quality of service in the financial institution.
Identification of the research problem
In various countries, the dynamics of quality of service and satisfaction of the customer in the
banking sectors shows that previous studies offer no services to satisfy the needs of customers. In
today's world, all the foreign, private and public banks focus on retail banking and its urban and
rural customers with core banking services (Sanjuq, 2014). This is done to control customer’s
loyalty and retention facilitating 100% satisfaction. It is observed that some of the foreign,
private and public sectors banks do not provide suitable services to their retail customers in order
to maintain quality of service and satisfaction of the customers. In the era of Information,
technology and communication, the method of online financial services and direct pay has shown
advancement. Nowadays the customers prefer suitable hours of transparency, customization and
operation. The defection rates of the customers are higher due to the increased competition in the
market. It is observed that as compared to the nationalized bank the foreign bank provides with
an excellent quality service to its customers. To develop the satisfaction of the customers the
financial institution must provide better services to its customers (Ndikubwimana and Berndt,
2016). Each and every issue of the customers must be solved at a rapid speed. Nowadays
customers highly prefer high-quality services and if the bank fails to facilitate such services than
the customers are dissatisfied. Dissatisfied customers put a significant impact on the financial
institutions to a greater extent.

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Discussion of the five factors suitable for the research problem
The five factors that are suitable for the research problem are tangibles, empathy, assurance,
responsiveness and reliability. As per the study, the most critical dimension is reliability as
compared to responsiveness, assurance and empathy to the customers. The customers are least
concerned about the tangibles. Reliability states that whatever is promised that must be provided
to the customers in the appropriate time. Also, the foreign, private and public sectors banks must
maintain an error-free record (Kasiri et al., 2017). The data of the customers must be handled
systematically by providing suitable services. On the other hand, as per responsiveness, it shows
that its duty is to inform the customers about when the services will be executed. It must provide
the customers with prompt services and must help the customers whenever needed. The requests
of the customers should be fulfilled immediately so that the customers will have a full
confidence towards the employees of the banks. Another factor assurance states that it makes the
customers feel secure while doing transaction and employees must possess the knowledge to
answer the questions asked by the customers. Empathy means paying special attention to
customers in order to deal with their problem. While tangibles mean utilization of the modern
equipment's and providing the efficient facilities to make the customers comfortable (Van Quyet
et al., 2015).
Justification of the three factors for the research problem
The three factors such as reliability, responsiveness, and assurance in the banking sectors are
utilized for customer satisfaction. Such factors refer to facilitate the consumers with high-
standard of services every time. All these factors state that how the financial institution controls
the problems of the customer's services systematically without any error. Related to the
performance and standards of the products or machine parts the customers must not face any
difficulty in functioning. There must be compatibility and uniformity among the machine or
product parts (Ali, and Raza, 2017). As the customers are more dependent on ATM transaction
thus, the security of the ATM has been considered to be a significant factor in the banking sector.
It also states that the issues of the customers must be responded rapidly without taking much
time for providing convenience to the customers. The customers must be assured that they can
safely transact through the banking procedures. The factors for the research problem are based
on the 22-item scale that demonstrates the capability of each factor in providing convenience to
the customers in the banking sectors. The primary aim of the factors is that the customers must

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not face any kind of difficulty in the banking procedures so that banking customers will be
highly satisfied (Zameer et al., 2015).
Literature survey (three journal articles)
Based on the topic of quality of service and satisfaction of customer in the banks the first journal
“Impact of service quality on customer satisfaction in private and public sector banks” states
the influence of the variables of the quality of service quality for the satisfaction of the customer
and the comparison of the public and private sectors bank. It is stated by Paul et al., (2016) that
the service quality shows the difference between the satisfactions of the customers in performing
the services before the identification of the service. Quality of service is determined to be the
primary factor responsible for providing customers with overall satisfaction and gaining
competitive advantage. The research paper provides a view of several quality of service for
satisfaction of customer. It also describes the gap in the marketing services based on the service
quality for the customers in the developed countries. To remove the gaps the study utilizes the
gap model that recognizes the gaps and creates various tools and techniques to eliminate the gaps
(Al-Hawari, 2015). It is observed that in order to provide the facilities the services of the public
sectors banks are poor in comparison with the private sector banks. The loyalty of the bank is
influenced by the service quality satisfaction.
Whereas, another journal “Impact of Service Quality on Customer Satisfaction and Customer
Loyalty: Evidence from Banking Sector” focuses on determining the banking consumers
satisfaction related to various quality of service facilitated by the bank. Also, it demonstrates the
customer’s loyalty with the particular bank. As per Khan and Fasih, (2014) service quality
comprise of several dimensions and the research paper examines that which dimension of the
service quality is better to improve loyalty and satisfaction of customer. In the financial market,
the banks play a significant role in running the economy of the country smoothly. Nowadays
corporate sector which is highly competitive, the service qualities is an important factor in
demonstrating loyalty and satisfaction of customer. These elements are considered to be the
significant factors in improvising the bank's performance to get success in relation to the bigger
market share and better profitability. In the past five years, the privatization of the banking
sectors has led to higher expectations from the banking customers. It is observed that from the
financial institutions that the customers expect a high quality of services. The study states that

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facilitating high-standard of services to the customers not only fulfills their present needs but
also focuses on their future requirements (Choudhury, 2014). It provides with a brief description
of the five dimensions of the quality of service in banking sectors.
The journal “Service Quality, Service Convenience, Price and Fairness, Customer Loyalty and
Mediating Role of the Customer Satisfaction” focuses upon the increasing expectations and
demand of the customers because of the increase in the competition within the market. It
investigates the relationships between customer loyalty and satisfaction, the guaranteed strength
of the perceived service, and perceived service value and service convenience. The dimensions
of the service quality related to technology-based banking have influenced customer loyalty and
satisfaction. It is stated by Kaura et al., (2015) that cumulative and specific transaction are the
two different factors of the satisfaction of the customers. It also shows that the information
technology, tangibility and employee behavior are considered to be the service quality
dimensions. In quality of service, the perceived cost play a vital role in the concept of decision
making. The convenience of service is measured by five dimensions they are, cost-benefit, and
transaction, access and decision convenience. The service convenience affects the overall
satisfaction of customer both on private and public sectors. It is observed that as compared to the
customer attraction the customer retention is more significant. The study states the significance
of customer loyalty and behavior toward the bank (Amin, 2016). It signifies that loyalty of
customer is the mixture of behavioral and attitudinal factor. Thus, the professionals of the
financial institutions are focusing on the factors of customer loyalty and satisfaction.
The ten articles that are relevant to the topic of quality of service and satisfaction of customer in
the bank are as follows:
1.” A Conceptual Framework for Understanding Customer Satisfaction in Banking Sector:
The Mediating Influence of Service Quality and Organizational Oath”
2. “Customer Satisfaction on Service Quality in Private Commercial Banking Sector in
Bangladesh”
3. “The Relationship between Service Quality, Customer Satisfaction and Customer Loyalty:
An Investigation in Vietnamese Retail Banking Sector”
4. “Service Quality and Customer Satisfaction among Bank Clients in Rwanda”

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5. “Integration of standardization and customization: Impact on service quality, customer
satisfaction, and loyalty”
6. “Service Quality Effects on Customer Satisfaction in Banking Industry”
7. “Service Quality and Customer Satisfaction in Selected Banks in Rwanda”
8. “The Impact of Service Quality Dimensions on Customer Satisfaction: A Field Study of
Arab Bank in Irbid City, Jordan”
9. “Service quality perception and customer satisfaction in Islamic banks of Pakistan: the
modified SERVQUAL model”
10. “The Impact of Service Quality Delivery on Customer Satisfaction in the Banking Sector
in Riyadh, Saudi Arabia”
The following three journals are chosen as it states the influence of quality of service and
satisfaction of customer in the private, foreign and public banking sectors around the world. It
signifies various dimensions of the quality of service that helps in satisfaction of customers. It
provides with the factors that are related to various service qualities and satisfaction of the
customers. It evaluates the importance of the service quality to satisfy the customers in the
banking sectors in the developing countries (Buil et al., 2016). It states the functional values such
as innovativeness, efficiency, accessibility, flexibility, customer service, expertise and advice,
size and competitiveness. It describes the three perceived customer service quality such as
convenience, tangibles and reliability. Also, it demonstrates the gaps in the quality of service
based on satisfaction and loyalty of customer. It provides with the numerous solutions to develop
the quality of service in the banks as it plays a significant role in satisfying the customers. The
journals describe the criteria that measure the customer's satisfaction level. They are surprise,
novelty, relieved, content and satisfaction. It not only focuses on the factors related to customer
satisfaction but also provides knowledge about customer loyalty and convenience (Al-Tamimi et
al., 2016). It discusses the five factors of the quality of service that are based on satisfaction of
customer such as empathy, reliability, responsiveness, assurance and tangibles. The journals
highly help in demonstrating various item scales of service convenience, perceived value,
customer’s loyalty and satisfaction in the banking sectors. It provides with the research

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questions, methodology, problem statement, and hypothesis and analyzes the similarities and
dissimilarities.
Problem statement
The problem statement is defined to be the clear description of the problem that requires to be
solved by the team of problem-solving executives. It is utilized to focus and center the team at
the start and helps the team to be on track while putting the efforts (George and Kumar, 2014).
After delivering the efforts it validates the outcomes that are formulated by solving the problem
statement.
The problem statement for the service quality of customer satisfaction is the competition as the
customers have different choices and will select the best from various options. Various problems
such as low speed of the services, missing the transaction details, unable to operate or log in, the
bank account, leaking out of the personal data and many more. Also, the customers face several
problems such as the deduction of the service charges fail in the transaction (Kayeser Fatima,
and Abdur Razzaque, 2014). More often the bank employees do not give a proper response to the
customers. All these problems are faced by the customers that put an impact on the satisfaction
of the customers.
Research Questions:
The research questions based on quality of service and satisfaction of customer are as follows:
1. How the quality of service puts an impact on customer satisfaction?
2. Which strategies enhance the customer satisfaction?
3. What are the dimensions of the quality of service?
4. What is the alliance among quality of service and satisfaction of customer?
5. What is the level of quality of service and customer satisfaction for banking customers?
Hypothesis:
The hypothesis of the research study are given below:
H1. Quality of service affects satisfaction and loyalty of customer.

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H2. Tangibles affect satisfaction and loyalty of customer.
H3. Reliability affects satisfaction and loyalty of customer.
H4. Assurance affects customer satisfaction and loyalty.
H5. Empathy affects satisfaction and loyalty of customer.
H6. Dimensions of quality of service positively affect satisfaction and loyalty of customer.
H7. Perceived fairness and price positively affects satisfaction and loyalty of customer.
H8. Convenience to service dimensions positively influences satisfaction and loyalty of
customer.
H9. Satisfaction of customer affects loyalty of customer.
Five specific purposes
The five specific purposes of the research study are as follows:
 The purpose of the study is to evaluate the level of satisfaction of the customers based on
several quality services that the bank provides to its customers
 Another purpose is to understand the elements of price influence on consumer loyalty and
satisfaction, service convenience and service quality in retail banking. It focuses on the gaps
that affect the dimensions of the service quality, service convenience, perceived fairness and
price on cinsumer loyalty and satisfaction
 One of the most significant purposes is to distinguish the public and the private banking
sectors and examining the impact of the variables of the quality of service on satisfaction of
customer
 The primary purpose is to demonstrate the alliance among the services quality and
satisfaction of the customers
 To develop various strategies to improve the satisfaction of the customers
Literature review (Five research articles)
SR/
No.
Parts Paper
1
Paper
2
Paper
3
Paper
4
Paper
5

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1 Research
topic
The Impact of
Service Quality
Dimensions on
Customer
Satisfaction: A
Field Study of
Arab Bank in
Irbid City,
Jordan
A Conceptual
Framework
for
Understandin
g Customer
Satisfaction in
Banking
Sector: The
Mediating
Influence of
Service
Quality and
Organizationa
l Oath
Customer
Satisfactio
n on
Service
Quality in
Private
Commerci
al Banking
Sector in
Banglades
h
The
Relationship
between Service
Quality,
Customer
Satisfaction and
Customer
Loyalty: An
Investigation in
Vietnamese
Retail Banking
Sector
Service
Quality and
Customer
Satisfaction
in Selected
Banks in
Rwanda
2 Problem
statement
The delivery of
the quality
service in the
banking business
impacts on the
quality of
service and
satisfaction of
customer. As per
Al-Azzam,
(2015) the
customers
utilizes the
service quality
dimensions that
affect the
satisfaction of
The problem is
that the
employees are
not trained
properly to
deal with the
issues of the
customers
(Sayani, 2015).
Also, the
commercial
banks faced the
problem of the
hyper-
competitive
market.
The
problem is
the
challenges
related to
maintainin
g the
quality of
services in
maintainin
g customer
satisfaction
.
The problem is
the shortage of
consensus based
on the service
quality
conceptualizatio
n (Mardan et al.,
2015).
According to
Felix, (2017)
the
international
perceptions
of the
satisfaction
of customers
are affected
by the
banking
sectors.

10
the customers.
3 Research
question
Is there any
particular
relationship
among customer
satisfaction,
security,
empathy,
responsiveness,
reliability, and
tangibility with
the providing of
the services in
the bank?
What are the
levels of
satisfaction of
customer
related to the
dimensions of
services?
What are
the
strategies
to improve
the
customer
satisfaction
?
What is the
contribution of
the research
study?
One of the
research
questions is
What is the
satisfaction
level of the
service
quality in the
banking
sectors?
4 Hypothesis The hypothesis
is as follows:
H1. There
consist of vital
comparison at
the (α ≤ 0.05)
level among the
satisfaction of
customer and
tangibles with
the services.
H2. There
consist of vital
comparison at
the (α ≤ 0.05)
level among the
satisfaction of
According to
Saha et al.,
(2015) There
will be a vital
impact on the
quality of
service based
on the
satisfaction of
the customer.
H1. The
quality of
service is
significantl
y affected
by the
entire
satisfaction
and loyalty
of the
customers.
H1. The overall
quality of the
service is the
antecedent of
satisfaction of
the customers.
H2. The
satisfaction of
the customer
mediates the
relationship
among customer
loyalty and
quality of
service.
The
hypothesis is
“There does
not exist any
relationship
among the
quality of
service and
customer
satisfaction".
Hence it
consists of a
null
hypothesis.

11
customer and
reliability with
the services.
H3. There
consist of vital
comparison at
the (α ≤ 0.05)
level among the
customer
satisfaction and
responsiveness
with the
provided
services.
H4. There
consist of vital
comparison at
the (α ≤ 0.05)
level among the
customer
satisfaction and
empathy with
the provided
services.
H5. There
consist of vital
comparison at
the (α ≤ 0.05)
level among the
customer
satisfaction and

12
security with the
provided
services
(Teeroovengadu
m et al., 2015).
5 Methods
used to
answer
research
questions
To answer the
questions the set
of the
questionaries’ is
referred from the
previous studies
questions.
Simple random
sampling is
utilized from the
data collected.
The researcher
applied the
quantitative
method to make
sure that the
relevant
problems are
evaluated in the
comprehensive
method.
To answer the
question the
statistical
analysis has
been done by
the utilization
of the SPSS
software. Also,
it collected
data from
banking
customers.
To answer
the
question
the sample
size and
sampling
method are
used.
In the words of
Ngo and
Nguyen, (2016)
the methods that
are used to
answer the
question are the
collection of the
sample and data
as well as the
utilization of the
indicators and
measurement
scale.
To answer
the question
Research
design,
sample size,
sampling
procedure,
and research
instrument
are utilized.
6 Critical
analysis of
methods
It is important to
acknowledge the
methods utilized
to collect
information and
The methods
are analyzed
using the
variables of
gender,
As
mentioned
by Karim
and
Chowdhury
The methods are
critically
analyzed by
using the
measurement
The methods
are analyzed
by describing
the profile of
the

13
assure the
validity and
reliability in
order to evaluate
the methods.
The research
comprises of the
utilization of
version 19 of
SPSS to perform
the critical
analysis. It
comprises the
five dimensions
of quality of
service such as
security,
empathy,
assurance,
reliability, and
tangibles.
service, age,
service, and
education as
well as
commonalities.
, (2014) the
methods
are
critically
analyzed
by
conducting
a survey in
different
commercial
private
banks.
model and
testing the
hypothesis. The
validity,
reliability and
confirmative
factor analysis
are done to
analyze the
measurement
model.
respondents
based on
experience,
type of
account and
gender.
7 Results
achieved
As per the
research the
entire research
scale is
determined to be
reliable with the
alpha coefficient
of 0.825 that is
between 0.75
and 0.82. It
The result
shows that the
service quality
proportion that
involves
satisfaction of
the customers.
It signifies that
the dimensions
of the quality
The results
state that
the
respondent
s supported
satisfaction
of
customer.
As per the results
the quality of
service to
consumers and
satisfaction and
loyalty of
customer to
consumers and
are very
important.
The result
states that the
service
quality is
estimated at
mean ≈3 that
is it is of
high level.

14
states that the
factors consist of
acceptable
internal
consistency.
services are
correlated
positively with
the satisfaction
of the
customers.
8 Identified
Gaps
The gap that is
identified is the
difference
between
customer
orientation and
satisfaction.
The significant
gap in the
understanding
of the
organizational
oath and
service quality.
Also, the gap is
in the problem-
solving attitude
and service
recovery by the
administrator.
The gap is
among the
service
delivery
and service
specificatio
ns.
The gap is
between the
external
communication
and service
delivery.
The gap
occurs
because of
the
inappropriate
commitment
of the quality
of service.
9 Similarities The similarity is
the alliance
between the
various
dimensions of
the quality of
service.
The similarity
is the
techniques that
are utilized by
the bank to
satisfy its
customers.
The
similarity
is the
quality of
service
impact on
the entire
satisfaction
of
customer.
The similarity is
in the theoretical
hypothesis and
background that
determines the
customer
behavior in the
banking sectors
(Kashif et al.,
2015).
The aim of
this study is
similar to the
topic.
10 Differences The difference is
in the methods
The difference
is in analyzing
The
difference
The difference is
in the research
The
difference is

15
to answer the
questions.
the results
related to
customer
satisfaction
(Al-Alak,
2014).
is in the
results of
the
research
hypothesis.
methodology as
it measures the
role of
satisfaction of
customer in the
quality of
service.
in the
problem
statement as
it comprises
of different
issues
(Marinkovic
and
Obradovic,
2015).
11 Relevance
to your
chosen
research
Its topic is
highly relevant
as it provides
with the
dimensions of
the quality of
service in
satisfying
customers
(Platonova et al.,
2018).
The topic is
purely relevant
as it states
various factors
that are related
to customer
satisfaction.
The topic is
relevant as
it focuses
on
improving
quality of
service to
improve
satisfaction
of
customer.
The article is
relevant to the
topic as it states
the factors of the
retail banking
related to the
satisfaction and
loyalty of the
customers (Khan
et al., 2017).
The topic is
relevant as it
demonstrates
the
relationship
among the
quality of
service
quality and
satisfaction
of customer.
Justification of the methods
Based on the methods utilized for the critical analysis of the study it is observed that the in order
to analyze the methods the procedure of collecting data and ensuring the validity and reliability
is utilized. Also is used version 19 of SPSS software to analyze the methods. It helped to gather
information about how the quality of service influences the satisfaction of customer (Yarimoglu,
2014). It provides knowledge about the five dimensions of the service quality of service they are,
security, empathy, assurance, reliability, and tangibles. Based on the variables of gender, service,
age, service, and education as well as commonalities the methods are analyzed. It helps in
gaining data related to customer satisfaction by viewing different aspects. On the other hand, the

16
measurement model and testing the hypothesis are utilized as it analyzes the validity, reliability
and confirmative factor based on the quality of service. The articles demonstrate that it made the
use of respondents profile related to experience, type of account and gender that helps in
answering the research questions. One of the methods used in conducting a survey in different
commercial private banks that help in gathering information about the different levels and
strategies of the service quality (Lee and Kim, 2014). The following methods are utilized in the
study to gain effective knowledge about how the quality of service influences the satisfaction of
the customers in the financial institutions.
Four ethical issues
Ethical considerations are defined as the accumulations of the principles and values that provide
the relevant questions for the factors related to customer satisfaction. Ethics finds out the reasons
for approving or not approving conduct, for acting or refraining from acting, for denying or
believing something related to good or evil rules or vicious or virtuous conduct (Raza et al.,
2015)
The four ethical issues for the service quality of customer satisfaction are as follows:
1All the questionaries’ are coded to match it with the issues related to customer satisfaction.
2. It was requested to the respondents to sign the consent form to make sure that the customers
are ready to deal with the questionnaire’s’.
3. In the study, the researchers were acknowledged which helped to know about the authors.
4. In a generalized manner, the findings were presented that effectively helped to get information
about the results.
Timetable
Tasks Month
-1
Mon-
2
Month-
3
Month-
4
Month-
5
Mo
nth
-6
Mont
h-7
Month
-8
Mont
h-9
Month
-10
Selection of
the topic
Identificatio

17
n of the
research
problem
Justification
of the three
factors for
the research
problem
Literature
survey
Problem
statement
Research
Questions
Hypothesis
Five
specific
purposes
Literature
review
Justification
of the
methods
Critical
analysis of
the methods
Discussion
of the four
ethical
issues

18

19
Conclusion
The study demonstrates the alliance among service quality and satisfaction of customers in the
banking sectors throughout developing countries. It discusses the five elements of the quality of
service that provides satisfaction to customers. The five factors discussed in the paper are
empathy, reliability, assurance, security, and responsiveness. The paper concludes by identifying
the research problem and discussing the five factors that demonstrate the research problems.
Also, it provided the justification of the three factors related to the research problem. It carried
out the literature survey and for that three articles has been selected related to quality of service
and satisfaction of customer in the financial institutions. The ten articles related to the topic
states the importance of service quality of service on the customer satisfaction. It discussed the
problem statement of the research and its key characteristics. It provided with the research
questions based on the five articles and the methods utilized to answer the given questions. It
focused upon the hypothesis and the purposes of the research. It critically analyzed the methods
used for the research and also discussed the four ethical issues that are provided in the articles.
Thus, the paper provided with the understanding of the service quality that puts an impact on the
satisfaction of the customers.

20
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