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Customer Satisfaction In Banking Sector Essay

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Chapter Two
2. Literature Review
Customer satisfaction at banking industry
The second chapter discusses the literal review. Related work and theories of different authors is discussed to explain the purpose and to answer the research problems of the study case. The review focuses on the overview of the concept of quality, concept of service, service quality, service quality measurements and models, customer satisfaction, and the role of service quality in ensuring customer satisfaction and retention. This chapter will further present service quality concept adopted in this study and explain in detail the constructs of the study.
2.1 Concept of quality
The word ?quality? is regularly used to describe products and/or services. It holds different …show more content…

The vertical dimensions measures the intensity of the degree of labor, which is known as the ratio of labor cost to capital cost while the horizontal dimension measures the degree of customer interaction and customization, which is a marketing variable that describes the ability of the customer to affect personally the nature of the service delivered. The matrix indicates four types of services labelled as service factory, mass service, service shop and professional …show more content…

Figure 2 shows the validated modified SERVQUAL model.

(Source: Kumar, Kee and Manshor, 2009)

In a study on factors that affects service quality in the banking sector, Avkiran (1999) identified four distinct factors that influence service quality in the banking sector. These dimensions and their specific constituents are shown in Table 2.4 below.
Table 2.4: The Four Distinct Factors that Influence Service Quality Staff Conduct Responsiveness, civilized conduct and presentation of branch staff that will project a professional image to the customers.

Credibility Maintaining bank staff-customer trust by rectifying mistakes and keeping customers informed.

Communication Fulfilling banking needs to customers by successfully communicating financial advice and serving notices timely.

Access to Teller
Services
The adequacy of number of branch staff serving customers throughout business hours and during peak hours.

(Source: Avkiran,

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