Model Of Service Quality Model

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model represents service quality as the discrepancy between a customer’s expectations of service offering and the customer’s perceptions of the service received (Parasuraman et al., (1985). This makes it an attitude measure. What this model strives to measure exactly is the consumer perception of the service quality which depends on the size of the gap between expected service and perceived service which in turn, depends on the gaps under the control of the service provider such as delivery of service, marketing, (Parasuraman et al., 1985). This measurement of service quality is based on both on how consumer evaluates the service delivery process and the outcome of the service, (Parasuraman et al., 1985, p.42). A good service quality is considered…show more content…
Empathy includes the following features: approachability, sensitivity and effort to understand the customer‘s needs.

Tangibles: The appearance of physical facilities which includes equipment’s, staffs, employees, and communication tools. Condition of the physical surroundings is tangible evidence of the care and attentions to detail that are exhibited by the service provider. This assessment dimension also can extend to the conduct of other customers in the service.

Figure 2: SERVQUAL Model (Kumar et al, 2009)

Data Analysis & Results

Reliability test
Before proceeding with the analysis; a reliability test was done to ensure that the data collected is reliable. The Cronbach Alpha is calculated to measure the reliability of the five dimensions- Tangibility, Reliability, Responsiveness, Assurance and Empathy.

Table 1: Cronbach's Alpha of All the Dimensions Perception Expectation
22 Items 0.8145 0.8831
Tangibility 0.7046 0.7912
Reliability 0.7132 0.7677
Responsiveness 0.7567 0.7789
Assurance 0.7136 0.7355
Empathy 0.7857
…show more content…
Employees of excellent banks will tell customers exactly when services will be performed. 6.74 6.74 0.00
11. Employees of excellent banks will give quick service to customers. 5.02 5.08 -0.06
12. Employees of excellent banks will always be ready to help customers. 5.17 5.17 0.00
13. Employees of excellent banks will never be too busy to respond to customers' requirements. 5.12 5.24 -0.12
Average for the responsiveness dimension -0.045

Analyzing the third dimension; MTBL's openness to its customer requirements, we can clearly see that for two questions two questions related to aptness and convenience of staff perceived satisfaction level is lower than expected one but for the other two the perceived satisfaction level is equal to that expectation level. The reason may be due to the fact that this branch is comparatively small in nature and therefore customers have to wait for a long time before there are dealt with. The average gap for this dimension is negative which shows that the customers are not satisfied with the response they usually receive from the
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