Service Quality from Customer Perception: Comparative Analysis between Islamic and Conventional Bank

Abstract

The present study explores the relationship between service quality and customer perception. Service quality and customer perception of leading Islamic and conventional banks in Brunei is analyzed through comparative analysis. The comparative analysis on customer perception of service quality between both bank customers is done by deploying Carter’s service quality model. The quantitative data was collected from 255 Islamic and conventional bank customers through purposive snowball sampling using self-administrated questionnaire. The findings of the study revealed that Islamic bank customers had better service quality perception and were more satisfied towards the provided services compared to conventional bank customers. Islamic bank customers’ perceived tangibles and assurance as the most significant components of an exceptional service quality whereas conventional bank customers perceived assurance and innovation as the most significant components of service quality. There are certain limitations associated with this study such as small sample size and data collection in specific geographical locations. This study has various practical implications for professional bankers, financers, regulators and policy makers. The regulators and policy makers of Islamic and conventional banks may implement the findings of this study to improve customer perception through better quality assurance. The study has significantly contributed towards the knowledge on service quality and customer perception particularly in context of Brunei.

Key words: Service quality, customer perception, Carter, Comparison, Brunei