Abstract

Traditional SERVQUAL may be quite sufficient for the measurement of service quality of banks. But this research aimed for a more practical approach in using the actual services offered by banks in measuring their service quality. For this research, customers’ satisfaction towards the services offered by private banks was considered. A total sample of 112 is taken from the customers of private banks. Data was collected using a structured questionnaire from the customers which included factors to get opinion on general customer service offered by the banks, security provided for investments and assets, interest rate offered for investments, access to other products offered by the banks apart from traditional services, loan facilities and locker facilities offered by these banks. Data description was done with percentages of the sample, while data was done using linear regression and analysis of covariance (ANCOVA). From the outcome it was found that majority of the customers of private banks are satisfied with the services offered by the banks. There is a significant impact from the considered factors on the overall satisfaction of the customers on the services offered by these banks and there is no significant group difference among the gender and domicile of customers considered on their perception of overall satisfaction on the services offered by these banks. It was also found that there is a significant group difference on the opinion of overall satisfaction among customers differentiated by their age, education, marital status and income.