Comparative Study of Pakistani and Chinese Banking Industry using SERVQUAL Model

Faheem Gul Gilal, Yang Jianhua, Rehman Gul Gilal, Rukhsana Gul


This study aimed to explore, measure and compare the SERVQUAL model of service quality in Pakistani and Chinese context and to compare the degree of customer’s satisfaction and loyalty in Pakistan and China. This study used non-probabilistic sampling technique, particularly convenience, judgmental and quota sampling techniques were implemented. The total sample size for this study was 325 (n =325), 163 (n = 163) respondents were contacted in China and 162 (n = 162) respondents were contacted in Pakistan. The data were analyzed by using inferential statistics; mainly Independent samples t-test and descriptive techniques were applied. The results of this study revealed, that reliability and responsiveness dimensions of SERVQUAL model are very strong in Chinese banking industry as compared to Pakistani banking. Similarly, assurance dimension is significant in Pakistani context. Tangibility and empathy dimensions are proved to be common in both countries. Moreover, customer’s satisfaction and loyalty in China is very strong as compared to Pakistan. This study can be valuable for decision makers of banking industry of both countries, in order to develop strategies by incorporating this hidden yet very important inside of customer’s psychology.

Keywords: SERVQUAL Model, Pakistan, China, Banking Industry, Customer’s Satisfaction and Loyalty

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