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What Wins The Customer Satisfaction, Most? An Evidence From Service Quality Perspectives In Banking Sector

Author

Listed:
  • Farooq Ahmad

    (Faculty of Management Sciences, University of Okara, Okara, Pakistan)

  • Maqsood Ahmad

    (Department of Statistics, University of Okara, Okara, Pakistan)

  • Shahida Mariam

    (PhD Scholar, Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan)

  • Zunaira Mahmood

    (PhD Scholar, Faculty of Management Sciences, International Islamic University, Islamabad, Pakistan)

  • Muhammad Nawaz Qaisar

    (Faculty of Management Sciences, National University of Modern Languages, Islamabad, Pakistan)

Abstract

Amid worldwide covid-19, customer satisfaction has become more challenging for the business survival and development of the banks. We examined multidimensional service quality to identify its key elements which contribute most to customer satisfaction in the banking industry. A cross-sectional survey of banking customers was conducted in the Larkana district of Sindh province in Pakistan. The sample consisted of 277 volunteer participants availing services of different banks. The findings revealed that service empathy contributed most to customer satisfaction, followed by responsiveness, reliability, and assurance. Contrary to our prediction, the service tangibles showed a negative effect, further investigation. This study relies on a limited sample selected from one district amid travel restrictions and social distancing issues due to Covid-19. As findings offer practical value by highlighting the priority customer service quality areas, further studies are recommended to have more generalizable results. Managers could benefit from these findings to reposition business strategies for wining intense customer satisfaction and loyalty in their banking services. It would help them maintain a sustained market position before the world adjusts to a post covid new normal.

Suggested Citation

  • Farooq Ahmad & Maqsood Ahmad & Shahida Mariam & Zunaira Mahmood & Muhammad Nawaz Qaisar, 2020. "What Wins The Customer Satisfaction, Most? An Evidence From Service Quality Perspectives In Banking Sector," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 9(4), pages 202-210, December.
    • Handle: RePEc:rfh:bbejor:v:9:y:2020:i:4:p:202-210
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    References listed on IDEAS

    as
    1. Seyed Mohammad Mosavi & Mohamad Sadegh Sangari & Abbas Keramati, 2018. "An integrative framework for customer switching behavior," The Service Industries Journal, Taylor & Francis Journals, vol. 38(15-16), pages 1067-1094, December.
    2. Syed Ali Raza & Syed Tehseen Jawaid & Ayesha Hassan, 2015. "Internet banking and customer satisfaction in Pakistan," Qualitative Research in Financial Markets, Emerald Group Publishing Limited, vol. 7(1), pages 24-36, February.
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    More about this item

    Keywords

    Servicequality; tangibles; assurance; reliability; responsiveness; empathy; customer satisfaction;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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