Abstract:
Because consumers are becoming more demanding in terms of service quality in the banking industry of Pakistan, analyzing indicators of customer satisfaction presents a significant challenge. In order to maximize customer happiness, it is critical to grasp the relationship between service quality and contentment. Nowadays, the only thing that consumers want is to receive excellent value for their money, and nothing else. No one can dispute that service quality is becoming more important as a result of increased market competition. Because of this, it is difficult for bankers to fulfill the high level of client expectation. By analyzing the findings of the research, the banking industry may get a better understanding of the main variables that affect consumer satisfaction in terms of service quality. The knowledge that establishing long-term and strong client relationships is essential for the banking sector is also provided by the document. This research offers insight into the relationship between service quality and customer satisfaction in Pakistan's banking industry. This research is based on the fundamental characteristics of service quality, which include tangibility, responsiveness, assurance, empathy, and dependability, among other things. The purpose of this study, which was conducted in the Karachi market, was to highlight the importance of service quality and customer satisfaction. Four hundred branch banking customers were chosen from the branches of four leading banks (HBL, SCBPL, MBL, and NBP) to represent four main sectors (Private, International, Islamic, and Public) as respondents, with each district representing a different sector. The information was gathered via the use of a questionnaire instrument based on a modified SERVPERF scale. It was shown that customer satisfaction is influenced by service quality characteristics such as tangibility, empathy, and assurance. These dimensions have a positive and statistically significant connection, according to the findings of the research. However, dependability and responsiveness were shown to be ineffective predictors of customer happiness, while assurance, responsiveness, tangibility, and empathy were found to have a substantial influence on and a favorable connection with customer retention. However, dependability was shown to be ineffective as a predictor of consumer loyalty once again.
