SIES Journal of Management, April - August 2010, Vol.

7(1): 35-45

A Study of Service Quality on Banks with

Servqual Model

Rajesh Nair, Ranjith P V, Sumana Bose and Charu Shri

Prof. Rajesh Nair is Faculty-Marketing-SIESCOMS.
Prof. Ranjith P V is Faculty-Gen Management- SIESCOMS.
Prof. Sumana Bose is Faculty-Marketing SIESCOMS.
Dr. Charu Shri, is Faculty OB & QT- ITM Business School, Kharghar

Abstract
The study attempts to find out the Service
quality of Banks in Navi Mumbai. It tries to
look whether there is gap between customer
expectations and perceptions of service offered.
One of the most popular models, SERVQUAL,
used in Service marketing is used in the study.
SERVQUAL is based on the perception gap
between the received service quality and the
expected service quality, and has been widely
adopted for explaining consumer perception
of service quality. An undisguised structured
questionnaire, SERVQUAL by (Parasuraman,
et al 1985), was used for the research. The sample
size used was 101 respondents. The study was
conducted in Navi Mumbai (Maharashtra),
India. It was observed that there were five
important factors for service quality analysis
which are Tangibles, Reliability, Responsiveness,
Assurance and Empathy. The fact is evident that
there is a gap between customer expectations
and service perception and it can be reduced
only by employing effective training methods by
banks. The limitations of the study are that the
sample size is limited and it is restricted to Navi
Mumbai Area in Maharashtra.
KeyWords : Service Quality, Banks,
SERVQUAL

SIES Journal of Management, April - August 2010, Vol.7(1)

Introduction
In the current socioeconomic context, the
service sector has become increasingly more
vital, revealing the need to know and study
the particularities of its operations and to set
up specific management methodologies that
fit its context and specificity. It is necessary
to understand that service processes are
different from manufacturing processes,
especially due to their intangible nature and
the direct participation of clients.
Aiming to make clients loyal, companies
have made every effort to meet their
needs and exceed their expectations. The
SERVQUAL scale is one of the tools that
can help in this sense.
According to Oliver (2005), SERVQUAL is
the method that assesses client satisfaction
as a result of the difference between
expectation and the performance obtained.
According to Zeithaml, Parasuraman and
Berry (1990), SERVQUAL is universal and
can be applied to any service organization
to assess the quality of services provided.
Today, banks have diversified their
activities and are getting into new products
and services that include opportunities

35

Rajesh Nair, Ranjith P V, Sumana Bose and Charu Shri

in credit cards, consumer finance, wealth

management, life and general insurance,
investment banking, mutual funds, pension
fund regulation, stock broking services,
custodian services, private equity, etc. At the
same time due to severe competition banks
nowadays have to excel in their service and
that demands commitment from all.
Banking industry is experiencing the
service gaps concerned to perception and
expectation parameters of the customer.
This void generates opportunities for the
banks to improve and develop systems
which are more customers friendly, so that
the users can be turned into happy customers
of today and tomorrow.
Banking industry is also in search of
improvements in service quality to satisfy
the expectations of their customers and the
market. However, since banking services
have very particular characteristics, the
SERVQUAL model must be adapted
according to the most important determining
factors: reliability, tangibility, responsibility,
security and empathy, as proposed by
Parasuraman, Zeithaml and Berry (1985).
This paper endeavors to fill the gap in the
service quality which determines customer
satisfaction by exploring the dimensions
of customer perceived service quality
with that of the expected service quality
in the context of the banking services in
Navi Mumbai using the multidimensional,
generic, internationally used market
research instrument called SERVQUAL.
The philosophy of the servqual model
developed by Parasuraman, Zeithaml and
Berry is universally accepted and applied
for measuring service quality in different
sectors including banking.
36

Literature Review
According to Lovelock (2001), services
are economic activities that create value
and provide benefits to the client at specific
times and in specific places as a result of
a desired change in, or on behalf of, the
one that receives the service. According to
Meirelles (2006), a service is essentially
intangible and only assessed when
combined with other functions, that is,
with other tangible productive processes
and products. This intangible nature is
associated with this process, which priori
cannot be touched. Services have some
specific characteristics that differentiate
them from the manufactured goods. Gianesi
and Corra (2004) say the following
special characteristics of service operations
are the main ones: intangibility, client
participation and simultaneous production
and consumption. According to Coelho
(2004, p. 36), in service management it is
important to understand how clients assess
the quality of the service provided, that is,
how quality is perceived by the client.
Many scholars and service marketers have
explored consumers cognitive and affective
responses to the perception of service
attributes in order to benefit by providing
what consumers need in an effective and
efficient manner. Consumer satisfaction (e.g.
Cadott et al, 1987; Churchill & Surprenant,
1982; Fornell,1992; Oliver, 1997) and
PSQ (e.g. Parasuraman et al, 1985, 1988;
Rust & Oliver, 1994; Zeithaml et al,
1996) have been considered the primary
intervening constructs in the area of service
marketing because ultimately they lead to
the development of consumer loyalty or repatronization of a product or service.

A Study of Service Quality on Banks with Servqual Model

Consumer perception of service quality

is a complex process. Therefore, multiple
dimensions of service quality have been
suggested (Brady & Cronin, 2001). One
of the most popular models, SERVQUAL,
used in service marketing, was developed
by Parasuraman et al (1985, 1988).
SERVQUAL is based on the perception gap
between the received service quality and
the expected service quality, and has been
widely adopted for explaining consumer
perception of service quality. Originally 10
dimensions of service quality were proposed
(reliability, responsiveness, competence,
access,
courtesy,
communication,
credibility, security, understanding the
consumer, and tangibles). Later these were
reduced to five (reliability, responsiveness,
empathy, assurances and tangibles).

SERVQUAL
According to Parasuraman, Zeithaml and
Berry (1985), regardless of the type of
service, consumers basically use the same
criteria to assess quality. Service quality is
a general opinion the client forms regarding
its delivery, which is constituted by a series
of successful or unsuccessful experiences.
Managing gaps in service will help the
company improve its quality. But gaps are
not the only means clients use to judge a
service. They can also use five broad-based
dimensions as judgment criteria: reliability,
tangibility, responsibility, security and
empathy (LOVELOCK, 2001).
These dimensions are briefly commented
below (BATESON and HOFFMAN, 2001;
LOVELOCK, 2001):

as promised? Reliability reflects a

companys consistency and certainty
in terms of performance. Reliability is
the most important dimension for the
consumer of services;
- Tangibility: how are the service providers
physical installations, equipment, people
and communication material? Since there
is no physical element to be assessed in
services, clients often trust the tangible
evidence that surrounds it when making
their assessment;
- Responsibility: are company employees
helpful and capable of providing fast
service? It is responsible for measuring
company and employee receptiveness
towards clients;
- Security: are employees well-informed,
educated, competent and trustworthy?
This dimension encompasses the companys
competence, courtesy and precision; and
- Empathy: this is the capacity a person has
to experience anothers feelings. Does
the service company provide careful and
personalized attention?
These elements clearly have a highly
subjective factor linked to the person who
perceives the service. In reality, according
to Kilbourne et al. (2004), every type
of service can have determining factors
that are considered more important than
others, which will depend on environment
characteristics or type of activity.

- Reliability: is the company reliable in

providing the service? Does it provide

It is difficult to measure the quality of

service operations because they have the
characteristic intangibility. Aimed at solving
this problem, Parasuraman, Zeithaml and
Berry (1985) developed a methodology in

SIES Journal of Management, April - August 2010, Vol.7(1)

37

Rajesh Nair, Ranjith P V, Sumana Bose and Charu Shri

which there is a comparison between several

orders of expectations and perceptions of
service quality by the consumer. These
differences between perceptions and
expectations are addressed in the quality in
service model shown in Figure 1.
This model seeks to help managers
understand the sources of problems in
quality and how they can improve them
(COELHO, 2004).
SERVQUAL is an instrument to measure
quality that stems from this model and
works with the difference in scores
(gaps) in the form of a questionnaire. The
SERVQUAL scale (questionnaire) has two
sections: one to map client expectations in
relation to a service segment and the other
to map perception in relation to a certain
service company (FITZSIMMONS and
FITZSIMMONS, 2000).
The original SERVQUAL scale uses 22
questions to measure the five dimensions
of service quality: reliability, tangibility,
security, empathy and responsibility. These
questions should be scored on a Likert scale
from 1 to 7. The extremes are marked as
agree completely (excellent) and disagree
completely (mediocre).
The results of the two sections (perceptions
and expectations) are compared to reach a
parameter (gap) for each of the questions,
that is, the final score is generated by the
difference between them (Parameter =
Perception Expectation).
A negative result indicates the perceptions
are below expectations, revealing the service
failures that generate an unsatisfactory result
for the client. A positive score indicates the
service provider is offering a better than
expected service (COELHO, 2004).
38

Objectives
The objectives of this research paper are:
To ascertain any actual or perceived
gaps between customer expectations and
perceptions of the service offered.
To study service quality in the banks
particularly in Navi Mumbai.
To provide a small contribution towards
improving banking service by adapting
and using an instrument that, if well
used, can generate interesting results for
the improvement of banks.
To identify the three most important
parameters (gaps) of Service Quality for
both expectations and perceptions of the
service offered in banking sector.
To find out impact of Gender on the three
most important identified parameters of
Service Quality for both Expectations
and Perceptions
To find out impact of Occupation on
the three most important parameters of
Service Quality for both Expectations
and Perceptions

Methodology
A descriptive research was used to gain an
insight into consumers perceived service
quality offered by banks with respect to five
dimensions of SERVQUAL scale. Primary
data were collected for the research. An
undisguised structured questionnaire,
SERVQUAL by (Parasuraman, et al 1985),
was used for the research. The sample size
used was 101 respondents. The study was
conducted in Navi Mumbai, India. The
respondents were selected on the basis of

A Study of Service Quality on Banks with Servqual Model

convenience sampling. The questionnaire

was personally administered to the valued
customers both in English and also in their
respective vernacular language for better
understanding.
This study began by establishing the
objective of the research with a bibliographic
study on service management, including
banking services, quality management and
the SERVQUAL scale.
A quantitative study was conducted, which,
according to Nakano and Fleury (1996),
is used when the solution to a problem is
given by an aspect of reality with rigor
and generates conclusions that permit
generalizations and replication of results.
According to Fleury (2006), the quantitative
focus uses data collection and analysis
to answer survey questions and it trusts
numerical measurement, counting and
often the use of statistics to establish a
populations behavior standards.
The data was collected by using SERVQUAL
. A likert seven point scale was used for
collecting data. The questionnaire contained
22 questions. In the questionnaire the
respondents had to circle the option which
ranged from Strongly Disagree (1 point
is given) to Strongly Agree (7 Points are
given).
Chi-Square test and Kruskal-Wallis test was
carried out to test the hypothesis. The impact
of gender and occupation on the important
parameters are found out using Chi-Square
test and Kruskal-Wallis test respectively.
The important parameters considered are
Saftey of transactions, Willingness to help
employees and understanding the needs
of consumers for both Expectations and
SIES Journal of Management, April - August 2010, Vol.7(1)

Perceptions of the valued customers of

banks in Navi Mumbai.

Analysis & Findings

Table 1 shows the tabulated results of the
SERVQUAL questionnaire applied to
the customers in banking sector of Navi
Mumbai.
Table 1: Results of the SERVQUAL
1. TANGIBLES
NAME
MODERN
EQUIPMENT
PHYSICAL
FACILITIES
NEAT
APPEARANCE
VISUALLY
APPEALING
MATERIALS

E
5.2277

P
5.0495

P-E
-0.1782

5.0099

4.9109

-0.0990

5.3564

5.0198

-0.3366

5.1188

5.0297

-0.0891

Comment-As seen from the above table

the customers are unsatisfied (as shown
by the negative values in P-E ) in all the
parameters of tangibles especially in the
component Neat Appearance
2. RELIABILITY
NAME
Promises to do
something by a certain
time, it does so.
When you have a problem,
bank shows a sincere
interest in solving it.
Bank performs the
service right the first time
Bank provides its service
at the time it promises to
do so.
bank insists on error free
records

E
P
P-E
5.5941 5.0990 -0.4951

5.7228 5.2871 -0.4357

5.2574 5.0594 -0.1980

5.57 5.2079 -0.3621

5.5644 5.3267 -0.2377

39

Rajesh Nair, Ranjith P V, Sumana Bose and Charu Shri

Comment-In the case of parameters in

reliability also the customers are not happy
as shown by the negative values of (P-E).
The unsatisfaction is highest in the case
of the first parameter, ie, Promises to do
something by a certain time, it does so

Comment-In the case of parameters in

reliability also the customers are not happy as
shown by the negative values of (P-E). The un
satisfaction is highest in the case of the first
parameter, ie, The behavior of the employees
in bank instills confidence in you

3. RESPONSIVENESS

5. EMPATHY

NAME

P-E

Employees in bank 5.5941 4.8614

tell you exactly when
services
will
be
performed.

-0.7327

Employees in bank give 5.5941 5.0693

you prompt service.

-0.5248

Employees in bank are 5.7327 5.1782

always willing to help
you.

-0.5545

Employees in bank are 4.9905 4.7327

never too busy to
respond to your request

-0.2578

Comment-In the case of parameters in

reliability also the customers are not happy
as shown by the negative values of (P-E).
The dissatisfaction is highest in the case
of the first parameter, ie, Employees in
the bank tell you exactly when the services
have to be performed
4. ASSURANCE
NAME
The behavior of
employees in bank
instills
confidence in you
You feel safe in your
transactions with bank.
Employees in bank
area consistently
courteous with you.
Employees in bank
have the knowledge
to answer your
questions.

40

P-E

5.45 4.9604 -0.4896

5.9208 5.6238 -0.2970
5.396 5.0891 -0.3069

5.6634 5.2673 -0.3961

NAME

P-E

Bank gives you

individual attention
Bank has operating
hours convenient to
all its customers.
Bank has employees
who give you
personal attention.
Bank has your best
interest at heart.
The employees of
bank understand your
specific needs.

5.2673

5.0396

-0.2277

5.1683

4.9208

-0.2475

4.9703

4.9109

-0.0594

5.297

4.9604

-0.3366

5.5149

5.3465

-0.1684

Comment-In the case of parameters in

reliability also the customers are not happy
as shown by the negative values of (P-E).
The un satisfaction is highest in the case of
the first parameter, ie, Bank has your best
interests at heart
TABLE 2: Calculations
Unweighted Servqual Score

to

Average Tangible SERVQUAL score

Average Reliability SERVQUAL
score
Average Responsiveness SERVQUAL
score
Average Assurance SERVQUAL
score
Average Empathy SERVQUAL score
AVERAGE (= Total / 5)
UNWEIGHTED SERVQUAL
SCORE

Obtain
- 0.1757
- 0.3457
-0.5175
-0.3720
- 0.2080
- 0.3234

The results of the two sections are

compared to arrive at a parameter for each
of the questions and also for each of the

A Study of Service Quality on Banks with Servqual Model

five dimensions, that is, the final score is

generated by the difference between the
respondents perceptions and expectations.
We underscore that a negative result must be
viewed as an opportunity for improvement
and not as a simple problem.
Questions 1 to 4 refer to the tangibility
dimension, which obtained an overall
average of -0.1757. The expectation of
customers in relation to this dimension
is high in questions 1 and 3, whereas the
corresponding perceptions are the lowest
among the entire table of perceptions.
The reliability dimension is analyzed in
questions 5 to 7, which obtained an overall
average of -0.3457.
Questions 8 to 11 of the questionnaire refer
to the responsiveness dimension and its
overall average was -0.5175.
Questions 12 to 15 in the adapted
SERVQUAL scale refer to the assurance
dimension, which obtained an overall
average of -0.372.
The final four questions, 16 to 19, refer to
the empathy dimension, which obtained an
overall average of -0.208.
The difference between perceptions and
expectations (P-E) for all questions in this
dimension was negative, revealing there are
considerable faults in the service, which are
jeopardizing the quality of the service being
offered.
The overall average for the five dimensions
was -0.3234. This indicates a great
opportunity for improvement in the entire
service providing cycle. However, for
that to happen, great effort must be made.
There is a gap between what is expected
and perceived. The gap is highest in the

SIES Journal of Management, April - August 2010, Vol.7(1)

factor Responsiveness which means that

employees have to improve their willingness
to help the customers.
According to the respondents expectations
safety of transactions, willingness of
employees and interest in solving the
problems of consumers are the most
important parameters in deciding service
quality. According to consumers perception,
safety of transactions, understanding the
need of consumers and maintaining error
free records got good feedback.
Impact of Gender and Occupation on
Expectations and Perceptions
To test the impact of gender on importance
given to the parameters Chi Square test is
applied (Table 3, 4, 5, 6, 7, 8).
Hypothesis 1:
H1O: There is no significant impact of
gender and the expectation of valued
customers on the parameter, ie, interest of
employees in solving the problem.
H1A: There is significant impact of gender
and the expectation of valued customers on
the parameter, ie, interest of employees in
solving the problem.
Table 3: EXPECTATION ON INTEREST
*
GENDER
Chi-Square Test
Value

df

Asymp. Sig.
(2 sides)

6.466a

.373

Likelihood Ratio

7.123

.310

Linear-by-Linear
Association

2.9.3

.088

N of Valid Cases

101

Pearson Chi-Square
Continuty Correction

a. 7 cells(50.0%) have expected countless than 5.

The minimum expected count is .32.

41

Rajesh Nair, Ranjith P V, Sumana Bose and Charu Shri

Hypothesis 2:
H2O: There is no significant impact of gender
and the expectation of valued customers on
the parameter ie, Willingness to help.
H2A: There is significant impact of gender
and the expectation of valued customers on
the parameter ie, Willingness to help.
Table
4:
EXPECTATION
WILLINGNESS * GENDER

The chi-square values are above 0.05 and so

in all the above cases HO is accepted. In all
cases Gender do not have any impact on the
3 most important parameters considered,
ie, Safety of transactions, Willingness
to help and Interest in solving consumer
problems according to the expectation of
respondents.

ON
Hypothesis 4:

Chi-Square Test

H4O: There is no significant impact of

gender and the perception of valued
customers on the parameter, ie, interest of
employees in solving the problem.

Value

df

Asymp. Sig.
(2 sides)

5.859a

.320

Likelihood Ratio

6.345

..724

Linear-by-Linear
Association

009

.924

N of Valid Cases

101

H4A: There is significant impact of gender

and the perception of valued customers on
the parameter, ie, interest of employees in
solving the problem.

a. 6 cells (50.0%) have expected count less than 5.

The minmum expected count is . 32.

Table 6: PERCEPTION ON INTEREST

* GENDER

Hypothesis 3:
H3O: There is no significant impact of gender
and the expectation of valued customers on
the parameter, ie, Safety of transactions.
H3A: There is significant impact of gender
and the expectation of valued customers on
the parameter, ie, Safety of transactions.
Table 5: EXPECTATION ON SAFTEY
* GENDER

Chi-Square Test

Pearson Chi-Square
Continuty Correction

Chi-Square Test
Value

df

Asymp. Sig.
(2 sides)

9.906a

.129

Likelihood Ratio

12.676

.048

Linear-by-Linear
Association

3.445

.063

N of Valid Cases

101

Pearson Chi-Square
Continuty Correction

a. 8 cells(57.1%) have expected countless than 5.

The minimum expected count is .32.

42

Value

df

Asymp.
Sig. (2
sides)

4.472a

..613

Likelihood Ratio

4.717

.581

Linear-by-Linear
Association

.540

.463

N of Valid Cases

101

Pearson Chi-Square
Continuty Correction

a. 8 cells(57.1%) have expected countless than 5.

The minimum expected count is .32.

Hypothesis 5:
H5O: There is no significant impact of gender
and the perception of valued customers on
the parameter, ie Willingness to help.
H5A: There is significant impact of gender
and the perception of valued customers on
the parameter, ie, Willingness to help.

A Study of Service Quality on Banks with Servqual Model

Table 7: PERCEPTION ON
WILLINGNESS * GENDER

To test the impact of occupation on

importance given to the parameters KruskalWallis test is applied (Table 9, 10).

Chi-Square Test
Value
Pearson Chi-Square

df

Asymp. Sig.
(2 sides)

.781

3.220a

Continuty Correction
Likelihood Ratio

3.096

.797

Linear-by-Linear
Association

.1855

.173

N of Valid Cases

101

a. 7 cells(57.0%) have expected countless than 5.

The minimum expected count is .32.

Hypothesis 6:
H6O: There is no significant impact of gender
and the perception of valued customers on
the parameter, ie Safety of transactions.
H6A: There is significant impact of gender
and the perception of valued customers on
the parameter, ie, Safety of transactions.

Hypothesis 7:
H7O: There is no significant impact of
occupation and the expectation of the
valued customer on the parameters, ie,
interest of employees in solving the
problem, willingness to help the customers
and safety of transactions.
H7A: There is significant impact of
occupation and the expectation of the
valued customer on the parameters, ie,
interest of employees in solving the
problem, willingness to help the customers
and safety of transactions.
Table 9: Occupation* Expectation on
Interest, Willingness, Safety
Test Statistics a,b
INTERST WILLINGN SAFTEY

Table 8: PERCEPTION ON SAFETY *

GENDER

Chi-Square

Chi-Square Test

Asymp. Sig.

Pearson Chi-Square

Value

df

Asymp. Sig.
(2 sides)

8.539a

.201

Continuty Correction
Likelihood Ratio

9.775

.134

Linear-by-Linear
Association

.233

.629

N of Valid Cases

101

df

5.821

2.420

.201
2

.054

.298

.053

a. Kruskal Wallis Test

b. Grouping Variable: OCCUPA

The chi-square values are above 0.05, so in

all the above cases HO is accepted.

The chi-square values are above 0.05 and so

in all the above cases HO is accepted. In all
cases Gender do not have any impact on the
3 most important parameters considered, ie,
Safety of transactions, Willingness to help
and Interest in solving consumer problems
according to the perception of respondents.

Hypothesis 8:
H8O: There is no significant impact of
occupation and the perception of valued
customers on the parameters, i.e, interest
of employees in solving the problem,
willingness to help the customers and safety
of transaction.
H8A: There is significant impact of occupation
and the perception of valued customers on
the parameters, i.e, interest of employees in
solving the problem, willingness to help the
customers and safety of transactions.

SIES Journal of Management, April - August 2010, Vol.7(1)

43

a. 8 cells(57.1%) have expected countless than 5.

The minimum expected count is .32.

Rajesh Nair, Ranjith P V, Sumana Bose and Charu Shri

Table 10: Occupation * Perception on

Interest, Willingness, Safety
Test Statistics a,b
INTERST WILLINGN SAFTEY
Chi-Square
df
Asymp. Sig.

1.341

4.830

1.878

.512

.089

.391

a. Kruskal Wallis Test

b. Grouping Variable: OCCUPA

The Chi-Square values are above 0.05, so

in all the above cases HO is accepted.
In all cases we can see that Gender and
Occupation do not have any impact on both
Expectations and Perceptions of the valued
customers on most important parameters
considered, ie, Safety of transactions,
Willingness to help and Interest in solving
consumer problems in bank in Navi
Mumbai.

Conclusion
Service Quality plays an important role in
assessing a bank in todays world of cutthroat competition. In this regard the banks
in Navi Mumbai have to improve in a lot
of areas before they can compete with other
International banks. This is very evident
from the fact that there is a gap between what
is expected and perceived for most or all of
the parameters and so the banks have to take
adequate training methods for employees so
that they will be able to reduce the gaps

Recommendations
Employees have to be trained on the skills
required to give adequate help to customers.
Most of the banks do not have the facilities
to inform the consumers when the services
will be performed. This is one area where

44

the banks have to concentrate and make sure

they inform the customers about the time
taken for each service. Banks have to take
service given to the consumers as a P for
their marketing and invest time, resources
and money on improving the efficiency in
this frontier. One strategy is to dedicate one
or two people in each branch to inform the
customers about the services to be provided
and also solve the queries of them.

Limitations of the Study

The sample size is only 101 respondents
and so the results may not be accurate.
The study measures the gap between
expectations and a perception of customers
which is only one part of the service quality
gaps. The reliability of the data is not
verified. Also the questionnaire does not
have the questions for understanding the
weightage of the 5 factors in SERVQUAL
and so weighted index cannot be found out.
A better tool could be SERVPERF but here
we are using the traditional SERVQUAL
model. The geographic scope is limited to
Navi Mumbai only.

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