IOSR Journal of Business and Management (IOSR-JBM)

e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 16, Issue 2. Ver. I (Feb. 2014), PP 44-51
www.iosrjournals.org

A Study of the Perceived Service Quality and its Dimensions in

Private Sector Banks
¹Mukta Dewan, ²Dr SadhanaMahajan
¹Research Scholar, Faculty of Commerce and Management Studies, Himachal Pradesh University Business
School, Shimla - 171005, India.
²Professor, Faculty of Commerce and Management Studies, Himachal Pradesh University Business School,
Shimla - 171005, India.

Abstract: The purpose of conducting this research was to explore how the customers of the private sector
banks perceive the various dimensions of service quality. This research was mainly based on primary data
which had been collected through a well-structured questionnaire (adapted from the PZB model of service
quality). The questionnaire had been distributed to 300 respondents. This paper makes a useful contribution as
there are very low number of studies that have been conducted in India on such dimensions like tangibility,
reliability, responsiveness assurance and empathy. This research showed that perception of service quality
varies from person to person and, bank managers need to conduct more researches in order to evaluate
perceived service quality more strongly.
Keywords: Service quality, dimensions, demographics, Private Banks.

I. Introduction
Service sector is the lifeline for the social economic growth of a country. It is today the largest and
fastest growing sector globally contributing more to the global output and employing more people than any
other sector. For most countries around the world, services are the largest part of their economy. The real reason
for the growth of the service sector is due to the increase in urbanization, privatization and more demand for
intermediate and final consumer services. Availability of quality services is vital for the well being of the
economy. The Indian Service sector covers a wide range of activities, such as transportation, communication,
trading, finances, real estate and health, among others. Amongst these India‟s financial sector is diversified and
is expanding rapidly. It comprises of commercial banks, insurance companies, non-banking financial
companies, mutual funds and other smaller financial entities. Ours is a bank dominated financial sector and
commercial banks account for over 60 per cent of the total assets of the financial system. Indian Banking sector
forms the backbone of the country‟s economy.
After nationalisation of banks in 1969 public sector banks came to occupy dominant role in the banking
structure. Private sector banking in India received a flip in 1994 when Reserve Bank of India encouraged setting
up of private banks as part of its policy of liberalisation of the Indian Banking Industry. Housing Development
Finance Corporation Limited (HDFC) was amongst the first to receive an 'in principle' approval from the
Reserve Bank of India (RBI) to set up a bank in the private sector. Private Banks have played a major role in the
development of Indian banking industry. They have made banking more efficient and customer friendly. In the
process they have jolted public sector banks out of complacency and forced them to become more competitive.
In these banks most of the shares are in the hands of private owners.
Like any other financial services, the banking industry, too, is facing a market that is changing rapidly.
New technologies are being introduced and there is always a fear of economic uncertainties. In developing
countries like India, it has become very important that banks determine the service quality factors, which are
pertinent to the customer‟s selection process, as with increased competition, with the advent of international
banking, the trend towards larger bank holding companies, and innovations in the marketplace, customers are
now having greater difficulty in selecting one institution from another. In order to provide excellent service
quality, identifying the underlying dimensions of the service quality construct is the first step in the definition
and hence provision of quality service and thus should be a central concern for retail bank managers as well as
service management academicians and practitioners. Maintaining effective customer service helps to build and
maintain customer relationship that is the key success in current banking scenario. Better service quality
typically can help to get higher market share and better returns (Slu & Mou 2003). It is desirable for service
providers to uncover what attributes consumers utilized in their assessment of overall service quality.

www.iosrjournals.org 44 | Page
 A Study of the Perceived Service Quality and its Dimensions in Private Sector Banks

II. Literature Review

2.1 Service Quality
According to Parasuraman, Zeithaml& Berry (1988) service quality is the customer‟s judgment of
overall excellence of the service or the difference between customer„s expectation and the actual service
performed or perceived. Gronroos (1984) defines perceived service quality as a consumption process in which
the customer is part of the service process that leads to an outcome or result. The way the customer perceives the
service process at the time of the service is more important than the outcome of the service. The customer„s
expectation and perception of the service becomes important when the customer thinks back to see if the
perception exceeded the expectations (Siu& Cheung 2001,Kang& James, 2004).
Parasuraman, Zeithaml&Berry(PZB) (1988) developed a service quality model and termed it as gap
model . The gap model is about giving managers the tools to improve service quality. The consumer gap is the
difference between the customer„s expectations of the services and the perception of the services. To measure it
a 22 item scale called SERVQUAL(Service Quality) was used. SERVPERF(Service performance) is similar to
SERVQUAL, in that it uses the same 22 item scale to measure service quality, but differs in the number of times
the service quality is measured. SERVPERF(Cronin and Taylor 1992) uses the 22 item scale once to measure
the perception of service quality; whereas the SERVQUAL uses the scale twice once to measure the expected
service quality and once to measure the perceived service quality.

2.2 Measuring Service Quality

SERVQUAL is used to measure service quality as a multi-dimensional construct across five
dimensions: tangibility, reliability, responsiveness, assurance and empathy (Cui, Lewis & Park, 2003). The five
dimensions are explained in detail below:
Tangibility: the physical appearance of the facility which includes materials, equipment and personnel. This
enhances the image of the company and provides a more positive image in the way the customer perceives the
service.
Reliability: this refers to service reliability, which is different from product reliability and involves the service
provider to be able to perform the services accurately and dependably. This means that the company fulfils its
promises with regard to the delivery of the service, the price and solving the customer's problems.
Responsiveness: the readiness to provide timely service by the service provider. This includes paying attention
to the customer, and dealing with the customer's complaints and problems in a timely manner. Responsiveness is
being flexible with the customer and trying to accommodate the customer's demands and performing the service
without delay.
Assurance: the ability to deliver services at a professional level. This includes the employee's knowledge and
courtesy which inspires confidence in them. Having trust and confidence in the employee leads to the customer
having more trust in the company itself. For example, a salesman who sells health insurance needs the
customer„s trust, in order for them to buy the health insurance (Wilson et al., 2008).
Empathy: the ability to understand customer needs and to give personal attention. This includes the ability to
show the customer that the service provider cares about him/her because they know how valuable s/he is to the
business. It is being able to build a relationship with the customer, understanding their needs and providing
him/her with personalized services.
Badri M, (2003) made an assessment and application of the SERVQUAL model in measuring service
quality in information technology centre. For their research gap they used a larger sample which also differs
from other studies that addressed the dimensionality problem of the IT centre-adapted SERVQUAL instruments.
Curry et al., (2002, p.197) in an attempt to assess the quality of physiotherapy services used the
SERVQUAL model and three physiotherapy services in Dundee, Scotland. They considered the ten original
criteria for evaluation and combined them into five; tangibles, reliability, responsiveness, assurance (including
competence, courtesy, credibility, and security) and empathy (including access, communication, and
understanding).
Avkiran (1999) used service quality instrument developed in Australia to measure service quality in retail
banking as perceived by customers (BANKSERV). It was adapted from SERVQUAL to specifically suit the
Australian banking industry.
Wang et al. (2002) found in Chinese banks that reliability was the key drivers of the product quality
&followed by tangibility. The authors argued in favour of improving service quality &product quality to build
and enhance company reputation.
Huseyin Arasli, SalimeMehtap-Smadi and SalihTuranKatircioglu (2005) measured the service quality
perceptions of Greek Cypriot bank customers. Author found that the expectations of bank customers were not
met where the largest gap was obtained in the responsiveness-empathy dimension.
Zanna et al. (2009), analyzed the service quality of the customer contact centres of various organizations in
Netherland. They modified the SERVQUAL scale and found that perceived customer contact centre quality

www.iosrjournals.org 45 | Page
 A Study of the Perceived Service Quality and its Dimensions in Private Sector Banks

consisted of seven dimensions: reliability, empathy, customer knowledge, customer focus, waiting cost, user
friendliness of the voice response unit, and accessibility.
Yaghi Derar Shaker (2010) measured the retail service quality in a college shop. This scale was modified as
the retail service quality scale (RSQS) to make it more contexts specific and culturally sensitive for the retail
college shop (Al Waha) at Dubai Women„s College.
Rai (2009) identified tangibility (seating, lighting, signage, and parking) competence (Knowledge and
ability), responsiveness (willingness and adherence), safety (confidence), communication (content and quality)
and understanding customers (approach towards customer) as important dimensions of service quality.
Kumar and Mani (2010) undertook a study involving 22 item of Servqual with additional 4 items relating to
the dimension of convenience. The response was taken related to expectations and perceptions of the customer.
Negi, (2009, p.31-38) used the model to determine perceived quality in the Telecommunication industry
and found out that reliability, empathy and network quality proved to significantly effective in contributing to
overall service quality.

2.3 Moderating effect of Demographics on the perception of Service Quality

Demographic information allows researchers to obtain characteristics of their sample therefore making
the classification of the data more meaningful (Elanain, 2003). Demographic information such as age, gender
and education level need to be examined when measuring service quality in retailing; in order to discover the
relationship between demographic information and dimensions (Siu& Cheung, 2001).
According to Ganesan-Lim, Russell-Bennett & Dagger (2008) it is important to understand the
relationship between the customer„s perception of service quality and demographic information such as age,
gender and income level. This information is useful for ensuring there are suitable products available for the
target market.
Research suggests that demographics do have an effect on some service quality dimensions such as the
reliability dimension (Paulins, 2005). According to Meng et al (2009) demographic information shows that
customers with different demographic characteristics have different perceptions of service quality.
Spathis et al. (2004) studied the service quality of Greek banks on the basis of customers' perceptions.
They also analyzed effects of gender on customers' perception of service quality dimensions such as
effectiveness and assurance, access, price, tangibles, service portfolio and reliability.
According to Ogden & Ogden (2005) the most important demographic information is 'marital status'
because it shows if customers are buying for themselves, for a spouse, or a family with children. Education level
is an important demographic information because as customers `become more educated they demand different
products and different levels of service (Kent & Omar, 2003).
Kotler& Armstrong (2010) suggest there has been an increase in educated people in the United States
and this leads to an increase in the demand for quality products.

III. Model and Hypotheses

Dimensions - Demographics
Tangibility Perceived Gender
Reliability Service Age
Quality in
Responsiveness Private sector Income
Assurance Banks Education
Empathy Occupation
Marital Status

Figure 1.Research model for perceived service quality and its dimensions

Hypotheses
The study considered the moderating effect of variables which included 6 demographic factors: (i) Gender (ii)
Age (iii) Income (iv) Education (v) Occupation (vi) Marital Status. The review of literature indicated that the
customers differ in their perception of service quality and its dimensions. The difference in the perception may
be due to some demographic factors. The hypotheses were formulated as under:

www.iosrjournals.org 46 | Page
 A Study of the Perceived Service Quality and its Dimensions in Private Sector Banks

H1.1: There would be a significant difference in the perceived Service quality and its various dimensions for
private bank customers on the basis of gender.
H1.2: There would be a significant difference in the perceived Service quality and its various dimensions for the
private bank customers on the basis of age.
H1.3: There would be a significant difference in the perceived Service quality and its various dimensions for the
private bank customers on the basis of income.
H1.4: There would be a significant difference in the perceived Service quality and its various dimensions for the
private bank customers on the basis of educational backgrounds.
H1.5: There would be a significant difference in the perceived Service quality and its various dimensions for the
private bank customers on the basis of Occupation.
H1.6: There would be a significant difference in perceived Service quality and its various dimensions for the
private bank customers on the basis of marital status.

V. Methodology
The research has been conducted in the tricity region of Chandigarh, Panchkula and Mohali. The three
branches of HDFC Bank with 300 customers have been selected for the present study through convenient
sampling technique and data and information pertain to the year 2012-2013.The service quality is assessed
based on Parasuraman, et. al.,‟s (1988) five dimensions namely, tangibility, reliability, responsiveness,
assurance and empathy. The questions for measuring the service quality were taken from a standardized scale
SERVPERF (Cronin & Taylor (1994)).All questions are measured on 5-point likert scale where “1=strongly
disagree”, “2= disagree”,“3=neutral”, “4=agree”, and “5=strongly agree”. In order to accomplish the objectives,
T-test and Anova have been applied.

V. Results and Discussions

5.1 The Demographic characteristics of customers
The demographic characteristics of customers of the private sector bank were analysed and the results
are presented in Table-1. Results of description showed that the HDFC bank sample consists of greater
percentage of males customers (59.9%) than female customers. Majority of the respondents/customers (77%)
were in the age group 25-40 years .Most of the customers were Post graduates (80.6%). Majority of the
respondents belonged to the salaried class (88.1%). Most of the customers had an annual income of up to 5
lacs(56%).The respondent of the HDFC Bank had a greater percentage of married customers (65.1%) than the
unmarried customers.

5.2 Difference in the perceived service quality and its dimensions for HDFC Bank customers on the basis
of Gender
To find out whether there was any difference in the perception of male and female customers of HDFC Bank,
independent t-test was performed (Table-2). Since the t-value is greater than the table value for all the
dimensions of service quality except for tangibility, the perception of male and female customers vary
significantly for all the dimensions, namely: reliability, responsiveness, assurance and empathy. Thus hypothesis
H1.1 pertaining to significant difference based on age was accepted for all the dimensions of service quality
except for tangibility.

5.3 Difference in the perceived service quality and its dimensions for HDFC Bank customers on the basis
of Age
Table-3 depicts the Analysis of Variance based on age for service quality and its dimensions. The calculated
value of F is more than the table value for tangibility, responsiveness and empathy. Hence, H1.2 for significant
difference based on age was partially accepted for the dimensions tangibility, responsiveness and empathy.

Table-1 Demographic Characteristics of the Customers

Particulars Frequency Percent
Gender
Male 151 59.9
Female 101 40.1
Age
<25 yrs 38 15.1
25-40 yrs 194 77.0
>40 yrs 20 7.9
Annual Income
Upto 5 lacs 141 56.0

www.iosrjournals.org 47 | Page
 A Study of the Perceived Service Quality and its Dimensions in Private Sector Banks

5 lac-15lac 93 36.9
>15 lac 18 7.1
Education
Graduate and below 49 19.4
Post Grad and above 203 80.6
Occupation
Salaried 222 88.1
Business 6 2.4
Retired 14 5.6
Student 10 4.0
Marital Status
Married 164 65.1
Unmarried 88 34.9

Table-2: T-test for the difference in the perceived service quality and its dimensions for HDFC Bank
customers on the basis of gender
Group Statistics
Gender N Mean Std. t-value
Tangibility Male 151 15.52 3.332 0.640
Female 101 15.24 3.672
Reliability Male 151 19.99 3.570 2.228*
Female 101 18.90 4.100
Responsiveness Male 151 7.75 2.740 2.395*
Female 101 6.93 2.582
Assurance Male 151 12.03 2.574 2.294*
Female 101 11.21 3.054
Empathy Male 151 17.11 2.887 3.475*
Female 101 15.80 2.967
Service quality Male 151 72.40 10.661 2.819*
Female 101 68.08 13.587
*0.05 level of significance
.
Table-3: ANOVA test for the difference in the perceived service quality and its dimensions for HDFC
Bank customers on the basis Age
ANOVA
AGE Sum of Squares Df Mean Square F
Tangibility Between Groups 147.928 3 49.309 4.259*
Within Groups 2870.973 248 11.577
Total 3018.901 251
Reliability Between Groups 90.741 3 30.247 2.099
Within Groups 3573.589 248 14.410
Total 3664.329 251
Responsiveness Between Groups 189.070 3 63.023 9.504*
Within Groups 1644.497 248 6.631
Total 1833.567 251
Assurance Between Groups 38.767 3 12.922 1.662
Within Groups 1928.312 248 7.775
Total 1967.079 251
Empathy Between Groups 85.089 3 28.363 3.274*
Within Groups 2148.161 248 8.662
Total 2233.250 251
Service quality Between Groups 915.594 3 305.198 2.119
Within Groups 35720.406 248 144.034
Total 36636.000 251
*0.05 level of significance

5.4 Difference in the perceived service quality and its dimensions for HDFC Bank customers on the basis
of Income
Table-4 depicts one way ANOVA test among customers of different income groups for various dimensions of
service quality. The calculated value of F is more than the tables value for all the dimensions of service quality,

www.iosrjournals.org 48 | Page
 A Study of the Perceived Service Quality and its Dimensions in Private Sector Banks

hence the variance in the mean values of the sample is significant. Thus the hypothesis H1.3 for significant
difference based on Income was accepted for service quality and its five dimensions.

Table-4: ANOVA test for the difference in perceived service quality and its dimensions for HDFC Bank
customers on the basis of income
ANOVA

Annual Household Income

Sum of Squares Df Mean Square F
Tangibility Between Groups 151.540 3 50.513 4.369*
Within Groups 2867.361 248 11.562
Total 3018.901 251
Reliability Between Groups 256.186 3 85.395 6.214*
Within Groups 3408.143 248 13.743
Total 3664.329 251
Responsiveness Between Groups 175.691 3 58.564 8.760*
Within Groups 1657.877 248 6.685
Total 1833.567 251
Assurance Between Groups 73.958 3 24.653 3.229*
Within Groups 1893.122 248 7.634
Total 1967.079 251
Empathy Between Groups 126.098 3 42.033 4.947*
Within Groups 2107.152 248 8.497
Total 2233.250 251
Service quality Between Groups 2572.437 3 857.479 6.243*
Within Groups 34063.563 248 137.353
Total 36636.000 251
*0.05 level of significance

5.5 Difference in the perceived service quality and its dimensions for HDFC Bank customers on the basis
of Education
Table-5 depicts the Analysis of Variance based on education for service quality and its dimensions. The
calculated value of F is less than the table value for all dimensions of service quality. Hence, H1.4 for
significant difference in the perceived service quality and its various dimensions for the HDFC Bank customers
on the basis of educational backgrounds was not accepted.

Table-5: ANOVA test for the difference in the perceived service quality and its dimensions for HDFC
Bank customers on the basis of education:
ANOVA
Education Mean
Sum of Squares df Square F Sig.
Tangibility Between Groups .640 1 .640 .053 .818
Within Groups 3018.260 250 12.073
Total 3018.901 251
Reliability Between Groups .400 1 .400 .027 .869
Within Groups 3663.930 250 14.656
Total 3664.329 251
Responsiveness Between Groups 2.436 1 2.436 .333 .565
Within Groups 1831.132 250 7.325
Total 1833.567 251
Assurance Between Groups 20.179 1 20.179 2.591 .109
Within Groups 1946.901 250 7.788
Total 1967.079 251
Empathy Between Groups 61.866 1 61.866 7.123 .008
Within Groups 2171.384 250 8.686
Total 2233.250 251
Service quality Between Groups 2.705 1 2.705 .018 .892
Within Groups 36633.295 250 146.533
Total 36636.000 251

www.iosrjournals.org 49 | Page
 A Study of the Perceived Service Quality and its Dimensions in Private Sector Banks

5.6 Difference in the perceived service quality and its dimensions for HDFC Bank customers on the basis
of Occupation
Table-6 depicts the Analysis of Variance based on occupation for service quality and its dimensions. The
calculated value of F is more than the table value for tangibility only. Hence, H1.5 for significant difference
based on occupation was accepted only for the tangibility dimension of service quality.

Table-6 ANOVA test for the difference in the perceived service quality and its dimensions for HDFC
Bank customers on the basis of occupation:
ANOVA
Occupation Sum of Squares Df Mean Square F

Tangibility Between Groups 111.020 3 37.007 3.156*

Within Groups 2907.881 248 11.725
Total 3018.901 251
Reliability Between Groups 36.684 3 12.228 .836
Within Groups 3627.646 248 14.628
Total 3664.329 251
Responsiveness Between Groups .303 3 .101 .014
Within Groups 1833.265 248 7.392
Total 1833.567 251
Assurance Between Groups 15.061 3 5.020 .638
Within Groups 1952.018 248 7.871
Total 1967.079 251
Empathy Between Groups 23.322 3 7.774 .872
Within Groups 2209.928 248 8.911
Total 2233.250 251
Service quality Between Groups 354.403 3 118.134 .807
Within Groups 36281.597 248 146.297
Total 36636.000 251
*0.05 level of significance

5.7 Difference in the perceived service quality and its dimensions for HDFC Bank customers on the basis
of Marital Status
To find out whether there is any difference in the perception of married and unmarried customers of
HDFC Bank independent t-test was performed. The t-test (Table 7) indicated that there was a significant
difference in the perception of married and unmarried customers for overall service quality (t=2.268) and its
responsiveness dimension (t=5.094). Thus Hypothesis H1.6 for significant difference based on marital status
was partially accepted.

Table-7: T-Test for difference in the perceived service quality and its dimensions of HDFC Bank
customers on the basis of marital status
Marital Status t-value
N Mean Std.
Tangibility Married 164 15.63 3.241 1.411
Unmarried 88 14.99 3.840
Reliability Married 164 19.57 3.742 0.088
Unmarried 88 19.52 3.986
Responsiveness Married 164 8.03 2.885 5.094*
Unmarried 88 6.30 1.870
Assurance Married 164 11.88 2.797 1.441
Unmarried 88 11.35 2.788
Empathy Married 164 16.80 2.567 1.615
Unmarried 88 16.17 3.614
Service quality Married 164 71.92 10.833 2.268*
Unmarried 88 68.33 13.884
*0.05 level of significance

VI. Conclusion
There was a significant difference in the perception of service quality and its dimensions for the private
sector bank customers for different categories of demographic factors. The perception of male and female
customers varied significantly for the overall service quality and its dimensions- reliability, responsiveness,
assurance and empathy. It was found that the male customers had a more positive perception of service quality

www.iosrjournals.org 50 | Page
 A Study of the Perceived Service Quality and its Dimensions in Private Sector Banks

as compared to the female counterparts. The differences on the basis of age were significant for tangibility,
responsiveness and empathy. The high mean scores of the older age groups for tangibility and empathy
indicated that they had a more positive perception about the banks visually appealing facilities and personal
attention they got from the staff. Different income groups varied significantly for their perception of the
tangibility, reliability, responsiveness, assurance and empathy dimensions of the service quality of the HDFC
bank. It was observed that in the HDFC Bank the higher income customers had a more positive perception
regarding the overall service quality as compared to the lower income groups. There was a significant difference
in the perception of married and unmarried customers for overall service quality. The married customers had a
more positive perception of the overall service quality than their unmarried counterparts.
Thus, this present research concluded that service quality is one of the most important factors in the
private sector banks. The finding reinforces the need for banks managers to place an emphasis on the underlying
dimensions of service quality and take into account the moderating effect of demographics. The managers
should periodically assess and monitor service quality in their banks and recognize its importance in developing
and maintaining enduring relationship with their customers as crucial parameters leading to increased
performance.

References
[1] Slu, N. YM & Mou, JCW (2003), “A study of service quality in Internet Banking”, BRC Working papers May 2003,Hong Kong
Baptist University
[2] Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions
of service quality, Journal of Retailing, 64 (1), p.12-40.
[3] Cronin, J.J. and Taylor, S.A. (1992). Measuring service quality: a re-examination and extension. Journal of Marketing, 56, 55-68.
[4] Gronroos, C. (1984), “A service quality model and its marketing implications”, European journal of marketing, 18 (4), 36-44
Haywood-Farmer, J. (1988), “A conceptual model of service quality” International journal of operations and production
management, 8 (6) 19-29
[5] Siu, N. & Cheung, J. (2001) 'A measure of retail service quality', Marketing Intelligence & Planning, 19 (2), pp. 88-96.
[6] Kang Gi-Du, James Jeffrey, (2004) "Service quality dimensions: an examination of Grönroos‟s service quality model", Managing
Service Quality, Vol. 14 Iss: 4, pp.266 – 277
[7] Chi Cui, C., Lewis, B.R. & Park, W. (2003). Service quality measurement in the banking sector in South Korea. International
Journal of Bank Marketing, 21, 191-201
[8] Wilson A., Zeithaml V.A., Bitner M.J., Gremler D.D. (2008) Services Marketing, McGraw-Hill Education
[9] Badri, M.(2003) The Measurement of IT Centers Service Quality at the Institutions of Higher Education in the UAE, Proceedings of
the Fourth Annual Research Conference at the UAE University, Al-Ain, 27-29 (April)
[10] Curry, A. & Sinclair, E. (2002) 'Assessing the quality of physiotherapy services using Servqual ', International Journal of Health
Care Quality Assurance, 15 (5), pp. 197-205.
[11] Avkiran, N.K. (1994). Developing an instrument to measure customer service quality in branch banking. International Journal of
Bank Marketing, 12 , 10-18.
[12] Wang Y. & Hing-Po L. (2002.) Service quality, customer satisfaction and behaviour intentions: Evidence from China’s
telecommunication industry, 4(6), 50-60.
[13] Huseyin Arasli, Salime-Smachi and Salih Turan Katircioglu,(2005).Customer Service Quality in the Derek Cypriot Banking
Industry. Managing Service Quality, 15(1): 41-56.
[14] Zanna van Dun, Josee Bloemer and Jorg Henseler ,2009, Perceived customer contact centre quality: conceptual foundation and
scale development , The Service Industries Journal, ISSN 0264-2069, 2009-10, 1–17
[15] Yaghi Derar Shaker (2010), A Customised Scale for Measuring Retail Service Quality in a College Shop: A Context Specific
Approach, thesis, Newcastle Business School June 2010.
[16] Rai, R. (2009) “Service quality gap analysis in Indian bank: An empirical study” Paradigm, 13 (2), July-dec, 29-35
[17] Kumar, S. A., Mani, B. T., Mahalingam, S., and Vanjikovan, M. (2010). Influence of Service Quality on Attitudinal Loyalty in
Private Retail Banking: an empirical study. IUP Journal of Management Research, 9(4),21-38.
[18] Negi, R. (2009). Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users,
International Journal of Mobile Marketing;4(1),31-38.
[19] Elanain, H. (2003) Staff Perceptions of Service Quality in Egyptian Commercial Banks: An Internal and External Perspective.
Loughborough University.
[20] Siu, N. & Cheung, J. (2001) 'A measure of retail service quality', Marketing Intelligence & Planning, 19 (2), pp. 88-96
[21] Ganesan-Lim, C., Russell-Bennett, R. & Dagger, T. (2008) 'The impact of service contact type and demographic characteristics on
service quality Perceptions ', Journal of Services Marketing, 22 (7).
[22] Paulins, V. (2005) 'An analysis of customer service quality to college students as influenced by customer appearance through dress
during the in-store shopping process', Journal of Retailing and Consumer Services, 12, pp. 345–355.
[23] Meng, J., Summey, J., Herndon, N. & Kwong, K. (2009) 'Some retail service quality expectations of Chinese shoppers',
International Journal of Market Research, 51 (6), pp. 773-796.
[24] Spathis Charalambos, Eugenia Petridou, Niki Glaveli, (2004) "Managing service quality in banks: customers‟ gender effects",
Managing Service Quality, Vol. 14 Iss: 1, pp.90 – 102
[25] Ogden, J. & Ogden, D. (2005) Retailing: Integrated Retail Management. Boston: Houghton Mifflin Company.
[26] Kent, T. & Omar, O. (2003) Retailing. New York: Palgrave Macmillan.
[27] Kotler, P. & Armstrong, G. (2010 ) Principles of Marketing. 13th edn. London: Pearson.

www.iosrjournals.org 51 | Page