n International Retail and Marketing Review - Using the conceptual model of service quality to map gaps in perceived service quality in a banking sector and hence make recommendations for improvement




Organisations are now confronted with endless challenges. Likewise, the banking industry faces deregulation, increasing competition and continuously evolving customer demands. In order to succeed, banks have to adopt proactive approaches to maintain standards of service delivery. This study evaluates quality of service at a major banking institution. A sample of 159 customers was drawn using convenience sampling. Data was collected using a questionnaire adapted from Servqual, the psychometric properties of which were statistically tested using factor analysis and Cronbach's Coefficient Alpha. Data was analysed using descriptive and inferential statistics. Based on the results, mapping was used to identify gaps and a framework was generated outlining the critical factors and recommendations for improving service quality.


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