Quality Of Service Quality

Definitions of service quality hold that this is the result of the comparison that customers make between their expectations about a service and their perception of the way the service has been performed (Lehtinen & Lehtinen, 1982; Lewis & Booms, 1983; Gronroos, 1984; Parasuraman et al., 1985; Caruana, 2002). Besides, there is many definitions addressed the service concept, American Society for Marketing has defined service as "the activities or benefits offered for sale or offered due to its association with specific commodity " (Azzam,2008). Kotler and Armstrong (2004) defined service as "any activity or benefit provided by one party to another party which is basically intangible and does not lead to any ownership". Lovelock (2004) defined

Under this point of view, quality of service actually is depend on the degree of the service to satisfy customer expectation. Quality service has been given a lot prominence as a major ingredient of customer retention. According to Feigenbaum (1983), "quality is what the customer says it is". In striving for quality services, organizations must therefore know who their customers are and what they expect from the

The results of this study show that in the all aspects, customer expectations is beyond their perceptions from bank’s performance and in fact, quality of service provided is weak. The findings show service quality plays important role in the effect of customer retention and loyalty. According to Kimonye, (1998), quality service is the degree of match (fit) between expectations (prior to) and the actual service provided by the service giver. The greater the fit, the higher are the levels of satisfaction to the customer. The primary purpose of quality service to customers is to achieve a broad customer base, loyalty and retention. This means that the banking sector must to strive to be efficient and be able to provide competitive services in order to meet customers’ expectation and leading to customer retention and