WHAT WINS THE CUSTOMER SATISFACTION, MOST? AN EVIDENCE FROM SERVICE QUALITY PERSPECTIVES IN BANKING SECTOR

Farooq Ahmad, Maqsood Ahmad, Shahida Mariam, Zunaira Mahmood and Muhammad Nawaz Qaisar
Additional contact information
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

Bulletin of Business and Economics (BBE), 2020, vol. 9, issue 4, 202-210

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.

Keywords: Servicequality; tangibles; assurance; reliability; responsiveness; empathy; customer satisfaction (search for similar items in EconPapers)
JEL-codes: M00 M10 M30 M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://bbejournal.com/index.php/BBE/article/view/153/109 (application/pdf)
https://bbejournal.com/index.php/BBE/article/view/153 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rfh:bbejor:v:9:y:2020:i:4:p:202-210

Access Statistics for this article

Bulletin of Business and Economics (BBE) is currently edited by Dr. Muhammad Irfan Chani

More articles in Bulletin of Business and Economics (BBE) from Research Foundation for Humanity (RFH) Contact information at EDIRC.
Bibliographic data for series maintained by Dr. Muhammad Irfan Chani ().