WHAT WINS THE CUSTOMER SATISFACTION, MOST? AN EVIDENCE FROM SERVICE QUALITY PERSPECTIVES IN BANKING SECTOR
Keywords:
Servicequality, tangibles, assurance, reliability, responsiveness, empathy, customer satisfactionAbstract
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.
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