A Study on Service Quality Perspectives and Customer Satisfaction in New Private Sector Banks

Abstract

The main objective of this study is to examine the influence of service quality dimensions on customer overall satisfaction. This study posits and develops an instrument of service quality and examines the relationship between perceived service quality dimensions and customer overall satisfaction. The results shows that the most important service quality practice on customer satisfaction is responsiveness as it is perceived as a dominant service quality. The results reveal that the service quality dimensions of tangibles, responsiveness, reliability and assurance are positively and significantly influencing the customers overall satisfaction, while the empathy is negatively and significantly influencing the customers overall satisfaction. Thus, this present research concluded that service quality is the basic and also most important factor that influences the overall customer satisfaction. This finding reinforces the need for banks managers to place an emphasis on the underlying dimensions of service quality especially on responsiveness and should start with improving service quality in order to raise overall customer satisfaction.