CUSTOMER SATISFACTION AT X BANK-AN APPLICATION OF SERVQUAL MODEL

Research findings show that banking sector has turned out to be the most profitable source of income throughout the world especially on the last decade of the second millennium. Interestingly, this phenomenon holds clear promises for many countries which have suffered from the dwindling and erratic functioning of the oil market. As such Banking industry is playing a very significant role in the economy of countries in the modem era. Consequently, the present research aims to investigate the customer satisfaction, in application of SERVQUAL model in a particular bank whose name is kept confidential for obvious reasons. To achieve this end, this study has enlisted a field-descriptive survey design. The instrument for collecting the data was a researcher-developed questionnaire containing fifty questions. SPSS software was utilized for analyzing the obtained data at both descriptive and inferential statistical levels. The results revealed that customers perception of service offered was below the expectation and that gaps exist in the five dimensions of quality.