Customer Perception of Banking Service Quality: A Study on Jamuna Bank Limited in Sylhet City

Abstract

The purpose of the study is to investigate customer perception of service quality of a private bank. In this study five dimensions are used namely responsiveness, reliability, assurance, empathy and tangibles based on SERVPERF (Service Performance) model to investigates the service quality perceptions of customers of a commercial bank. The study reveals that Tangibility is having a highest mean score of SERVPERF (P) score and the bank should concentrate on Empathy as it has the lowest mean score of SERVPERF as well as Reliability. Regarding the association between the demographic variables and the service quality factors, it is seen that there is a significant association. The research provides valuable insights to manager of the bank on the need to continuously enhance service quality.

Keywords: Service Quality, SERVPERF, Commercial bank, Perceptions, Responsiveness, Reliability, Assurance, Empathy and Tangibility.