Title: Satisfaction management in retail financial services: an analysis of gap in perceived quality

Authors: Nikhil Chandra Shil; Bhagaban Das

Addresses: Department of Accounting, American International University, Dhaka 1213, Bangladesh ' Department of Business Management, Fakir Mohan University, Vyasa Vihar, Balasore 756019, Orissa, India

Abstract: Research on service quality receives considerable attention due to the difficulties in defining and measuring it. Quality leading to satisfaction is often perceived as an outcome of customers' perceptions and expectations, and research has shown that high service quality contributes significantly to profitability. To remain profitable and strong in market, retaining current customers and attracting potential customers has no alternative. This is done by reducing the gap between expectation and perception of the services. Thus, it becomes prerogative to the service providers to monitor the value of gap continuously. The aim of this paper is to analyse the gap of service quality through ERVQUAL on retail financial services provided by a commercial bank in Bangladesh. A questionnaire survey is administered to calculate the gap score using SERVQUAL and thrust areas have been identified on the basis of the gap score where the management of the bank should give more attention.

Keywords: service quality; customer satisfaction; SERVQUAL; retail financial services; perceived quality; expectation; satisfaction management; commercial banks; Bangladesh; expectation-perception gap.

DOI: 10.1504/IJFSM.2012.046936

International Journal of Financial Services Management, 2012 Vol.5 No.3, pp.256 - 271

Received: 21 May 2011
Accepted: 07 Nov 2011
Published online: 29 Nov 2014 *

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