SERVICE QUALITY AND CUSTOMER SATISFACTION THE CASE OF DASHEN BANK S.C

Abstract

The general objective of this study is to assess customer‟s expectation and perception level towards service quality, It is clear from this research that customer service has impact on service quality perception and customer satisfaction. In this research, the SERVQUAL instrument developed by Parasuraman (1985), has been applied in designing the questionnaire by using five dimensions of service quality: tangibility, reliability, responsiveness, assurance, and empathy. Questionnaires are distributed to 40 customers and 60 employees of the three selected area branches. The questionnaire aimed to identify the level of customers’ expectation and perception towards the service quality of the bank. The findings reveal that the customers’ expectations are not meet. Among the five dimensions of service quality Empathy and Reliability have higher gap scores. The Empathy dimension has a higher gap score this suggests that the banks need to train their staff on proper customers’ service techniques. Farther, the Reliability dimension also shows high gap score that shows the customers do not perceive the banks consistent service. The results revealed that the tangibility, reliability, responsiveness, assurance and empathy dimensions raised the lowest level of perception that indicates that the bank need to work on this dimensions to meet the customers expectation.