The Impact of Service Quality on Customer Satisfaction in Banking Sector of Karachi

Authors

  • Kainat Yousuf

Abstract

In Pakistan, the banking sector after privatization and liberalization of the economy has  become highly competitive. It has become dijjicult for banks to retain existing customers and  attract new ones. By providing a quality service, banks can have a satisï¬ed consumer base.  Thus, this study aims to measure the effect of tangibility, reliability, responsiveness, empathy  and assurance on customer satisfaction in the  extended the SERVQUAL model for meeting th  banking sector of Karachi. This research has  e research objectives. The population for this  study are the customers in the banking sector and the sample size consists of 403 respondents.  After pilot testing, questionnaires were administered to the respondents through the mall  intercept method. The model explained the eï¬ect of service parameters on customer satisfaction. The study finds that the strongest predictor of customer satisfaction was responsiveness  ( R2 =.53) followed by reliability (R2 =.5l), tangibility (R2 =.48), assurance (R2 =.44) and empathy  (R2 =39).  Keywords: Service Quality, Customer Satisfaction, Tangibility, Reliability, Responsiveness Empathy, Assurance.  

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Published

2017-09-20

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Vol. 12 No. 1: Market Forces Research Journal Volume 12 No 1

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