Service Quality Gap and Customers' Satisfactions of Commercial Banks in Malaysia

Izah Mohd Tahir · Nor Mazlina · Abu Yazid Abu Bakar

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Abstract

Commercial banks play a significant role in the economy, making up one of the biggest provider of services in the Malaysian economy. Hence, providing better service quality is vital as banks have to compete for customers. The aim of this study is to investigate the level of service quality of commercial banks in Malaysia from the perspective of bank customers and assessing the satisfactions towards the services provided by the commercial banks. A questionnaire used in this study is limited to a sample of 300 respondents in the East Coast region of Malaysia. The measurements used were based on widely accepted SERVQUAL model (Parasuraman et. al. 1985, 1988, 1991). A descriptive statistics analysis (mean and paired t-test) was used to evaluate the level of service quality of Malaysia’s commercial banks from the customers’ perspective. This study examined the service quality gap by comparing customers’ expectations and their actual perceptions. In addition, this study focused on their satisfactions towards the service provided by commercial banks. The results of the study indicated that the overall service quality provided by the commercial banks was below customers’ expectations. Responsiveness was rated as the most important dimension followed by reliability, tangibility, assurance, and empathy. Further, the findings also found that customers were slightly satisfied with the overall service quality of the banks.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1994Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications for Further Research 1993More on improving service quality measurement 1991Perceived service quality as a customer‐based performance measure: An empirical examination of organizational barriers using an extended service quality model 2000Service quality perspectives and satisfaction in private banking 1994A Customer Satisfaction Research Prospectus 2000A reliable and valid measurement scale for the perceived service quality of banks 1996Measuring Physical Distribution Service Quality

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