THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN PUBLIC SECTOR BANKS

Abstract

The significance of this study is to measure the quality of service offered by public sector banks. The five dimensions of Servqual model i.e Reliability, Responsiveness, Empathy, Assurance and Tangibility were used to measure the quality of service offered by the banks. The primary data is collected from 252 respondents using convenience sampling method. Correlation and Regression analysis were used to investigate the relationship between the dependent and independent variables. The Correlation and Regression results indicate that there is a positive relationship between the service quality dimensions and customer satisfaction. The Regression test results show that offering quality service has a positive influence on customer satisfaction as a whole. It is proven from the results that Empathy and Reliability are the two most dominant service qualities which is followed by Responsiveness, Assurance and Tangibility. The present survey also implied that offering high quality service enhances customer satisfaction.