Chapters ResearchPaper

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Republic of the Philippines

NORTHERN NEGROS STATE COLLEGE OF SCIENCE & TECHNOLOGY
COLLEGE OF BUSINESS AND MANAGEMENT
Old Sagay, Sagay City, Negros Occidental
ISO 9001:2015 (034) 722-4120, www.nonescost.edu.ph
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Chapter 1
Introduction
Banks play an important role in economic development of a country. Services play an
important role to get customer loyalty in the banking sector (Khan & Zia, 2019). Each bank
needs to rely on research to effectively understand service quality and develop service related
effective marketing strategies, as banking is perceived service-based industry. Since, service
quality is a crucial variable in affecting customer’s behaviors (Le et al., 2019) and providing
quality service is essential for maintaining customer satisfaction (Tabash et al., 2019). Other .
The key to surviving in a global market is to focus on service quality for customers (Cristea &
Mocuta, 2018).
Nowadays the demand and desires of customers for banking services are increasing, and
they want to make use of them anywhere, at any time, without any cost-effective time or place
constraints (Hammoud et al., 2018). Other findings indicated that service quality affects
customer loyalty and the level of employee relationship quality did not significantly influence
customer loyalty (Nyadzayo & Khajehzadeh, 2016). Customers are the key factor from an
organizational point of view. Service quality is a continuous process to meet the customer needs
in the best way and it is a key for success in competition. Research has shown that the degree of
service quality might trigger business performance by retaining and acquiring customer base
(Tran, 2020). Danisman (2018) pointed out that the liberalization and deregulation of the
banking industry globally led banks to expand its products and service offerings to its clients,
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beyond deposits, withdrawals, and loan transactions. Service quality and customer satisfaction
are important

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antecedents of customer loyalty. While the customer satisfaction mediates effects of service
quality on customer loyalty (Ngo & Nguyen, 2016).
If the product or service fails to fulfil the customer’s needs or wants, then the customer
will remain dissatisfied, and if the service performance is consistent with customer’s expectation,
then the customer will be delighted and satisfied (Nguyen et al., 2020). In some of the research
studies, it was observed that the factors such as responsiveness, tangible, reliability, empathy and
assurance have a significant influence on service quality (SQ) thereby influencing customer
satisfaction (Franklin, 2020; Ishfaq et al., 2020). Three factors of service equality have a
noteworthy impact (physical aspect, problem-solving and policy) whereas two factors (reliability
and personal interactions) were recognized to be a highly insignificant impact on service quality
(Zia & Khan, 2018; Zia & Hashmi, 2019). Also, for better and advanced service quality, bank
management could adopt updated technological gateways such as mobile banking service
(Akhter et al., 2020).
There are gaps on the literature that we have gathered which we considered are important
and need to be discussed. Customer expectation-management perception that management may
have inaccurate perceptions of what consumers actually expect. It requires the appropriate
management processes, market analysis tools and attitude. The service quality specification, here
may be an inability on the part of the management to translate customer expectations into service
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quality specifications. This gap relates to aspects of service design. Service delivery gap where
guidelines for service delivery do not guarantee high-quality service delivery or performance.
Reasons for this include lack of sufficient support for the frontline staff, process problems, or

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frontline/contact staff performance variability. The external communication gap where consumer
expectations are fashioned by the external communications of an organization. Expected service-
perceived service perceived quality of service depends on the size and direction which in turn
depends on the nature of the gaps associated with marketing, design and delivery of services.
Service quality can also be denied according to both the “what” and the “how” of a product or
service delivered. These gaps are important distinguish as we considered it a very timely issue
during this pandemic and we saw this issue need to be address in every bank and find ways or
solution to cope up with this gaps as soon as possible. On the same manner we have discovered
that there is an existing issue perceived by the clients on banks and this issue should be
conducted.
This study is intended to help Sagay City case banks assess and improve their service
quality. The output of this study is beneficial to the case bank to have a service quality training
plan that will enable them to provide the services needed for their customers. It will enable
Sagay case banks to know the significant service quality dimensions and identify the most
important among them. Understanding the service quality dimensions important to customers can
guide banks on how to retain existing customers, attract new ones, and attain customer
satisfaction, patronage, and loyalty. The customers expect a high level of service quality factors,
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which influences the performance of bank. Thus, by providing enhanced quality in the banking
services, the banks would be able to create a whole gamut of satisfied customers which would
ultimately lead to further the efficiency and performance in the banking landscape

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Statements of the Problem
The study aims to determine the service quality of the case bank in Sagay City.
Specifically, this research aims to answer the following questions:
1. What is the level of Service quality in terms of tangibility, reliability, responsiveness,
assurance, empathy when taken as a whole and grouped according to age, sex, civil status, and
types of account?
2. Is there a significant difference in the level of Service quality in terms of tangibility,
reliability, responsiveness, assurance, empathy when taken as a whole and grouped according to
age, sex, civil status, and types of account?
Hypothesis
The researchers formulated this hypothesis.

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1. There is no significant difference in the level of service quality of case bank in Sagay
City in terms tangibility, reliability, responsiveness, assurance and empathy when taken
as a whole and grouped according to (demographics/ profiles) age, sex, civil status, types
of account.

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Theoretical Framework
This study is anchored on the SERVQUAL model of service quality, popularly known as
the gaps model. The SERVQUAL questionnaire was first published in 1985 by a team of
academic researchers, A. Parasuraman, Valarie Zeithaml and Leonard L. Berry to measure
quality in the service sector, it represented a breakthrough in the measurement methods used for
service quality research. Parasuraman, Zeithaml, and Berry’s refined SERVQUAL (which stands
for Service and Quality) model for service quality. Their idea of service quality involves a
customer satisfaction formula. Perceived service quality is a concept that measures the
discrepancy regarding a certain service’s expectations and perceptions (Parasuraman et al in
Gulc, 2017). The SERVQUAL model which is short for the service quality model is the research
method to capture and analyze consumer expectations and perceptions of the service. This
elaborate model helps bridge the gap between customer expectations and needs. The dimensions
are tangibility, reliability, responsiveness, assurance, and empathy. The aim of this model is to
identify the gaps between customer expectation and the actual services provided at different
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stages of service delivery. It measures service quality by identifying the gaps between customers’
expectations of the service versus their actual perceptions of the service (Neupane & Devkota,
2017). Cited by Talavera, 2020.
Perceptions refer to the consumers’ evaluation of what is delivered by the service
provider and how it is delivered (Zeithaml et al as cited by Handrinos, Folinas, & Rotsios, 2015).
A gap is formed when the perceptions of the delivered service is not consistent with the
expectations of the customer. This gap is addressed by identifying and implementing strategies
that affect either

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perceptions, or expectations, or both (Zeithaml et al., in Handrinos, Folinas, & Rotsios, 2015).
SERVQUAL is designed to capture consumer expectations and perceptions of a service along
the five dimensions that are believed to represent service quality (Parasuraman, Zeithaml &
Berry in Duarte et al, 2016). These SERVQUAL dimensions are (i) Tangibles (ii) Reliability,
( iii ) Responsiveness, (iv) Assurance and (v) Empathy (Ismail & Yunan, 2015).
Tangibles as defined by SERVQUAL originators refer to the state of the physical assets
of the firm such as buildings, vehicles, property and staff and are the “solid” dimension used to
assess service quality (Ebrahimi & Imani, 2015). Reliability has been defined reliability as the
ability of the firm to provide services guaranteed to be accurate and reliable and has been
considered to be the most important dimension in judging service (Parasuraman et al in

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Saravanakumar & Jayakrishnan, 2016). Responsiveness dimension is related to the People
element of the services marketing mix (Yarimoglu, 2016). Responsiveness refers to the
willingness of the firm to help its customers by providing quick service and to provide ultimate
satisfaction to its customers (Parasuraman et al in Liao, Tang and Chi, 2017). Assurance is the
knowledge and courtesy, the politeness of employees and the ability to inspire trust and
confidence (Parasuraman et al, as cited by Joshi & Sankaranarayanan, 2016). Empathy is defined
by Parasuraman et al cited in Yacob et al (2016) as the level of attention given to every
individual customer dealing with the firm.

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Conceptual Framework
This study aims to determine the service quality of the Case bank perceived by the
Clients.
Conceptually formulated this study based on the following variables such as service quality as
the main focusa of the study included are the subvariables such as tangibility, responsiveness,
reliability, assurance, and empathy based on the study of Parasuraman.
The SERVQUAL instrument has been the method used to measure consumers' perceptions of
service quality. It has five generic dimensions or factors. Tangible: Responsiveness: Assurance:
Empathy and Reliability: ability to perform the promised service dependably and accurately.
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Responsiveness: Willingness to help customers and provide prompt service. Assurance
(including competence, courtesy, credibility and security): Knowledge and courtesy of
employees and their ability to inspire trust and confidence. Empathy (including access,
communication, understanding the customer): Caring and individualized attention that the firm
provides to its customers. Five dimensions of service quality and loyalty were discussed in the
previous section. This section presents a dia- grammatic illustration of the theoretical framework.

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Input Output Outcomes

Process
Customer Profile
Adapted Modified
 Age Questionnaire Service Quality Improve customer
 Sex Training Plan service quality
Ask permission to
 Civil Status
conduct a study
 Types of Account
Validity and
Reliability Testing
Service Quality
Data Gathering
a. Tangibility
b. reliability Data Analysis
c. responsivene
ss
d. assurance
e. empathy
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Fig. 1. IPOO Diagram of the Study

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Significance of the Study
Basically, the study helps the banking sectors to see the effectiveness of the service
quality on Client’s perception and also this study provides directions for the improvement of
these services.
Moreover, it adds beneficial to the following:
Management. This study will be most beneficial to the manager of the company since it will be
a bases of development and improvement of the services of the company.
Clients. The Study will be most beneficial to clients so that they can gauge whether or not the
service they get is worth the price they have paid

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Future Researchers. The result of this study helps and guide those student researcher who
would like to conduct a study about “Clients Perception on the Service Quality of the Bank in
Sagay City” will be a good basis for their future researches and be able to use this as reference to
further enhance the study. They can also use this study to conserve time in looking for other
references. This study will be a boon for the future
Scope of the Study
The study will be conducted in Case Bank Sagay City, with the clients who patronize and
engage in the services of Case bank. The study was delimited of geographical, conceptual, and

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time scope. Geographically, the study considers the Case Bank of Sagay City. Conceptually, the
study was designed to analyze the client's view of case bank service quality in terms of
tangibility, reliability, responsiveness, assurance, and empathy.
Definition of Terms
Service Quality. Conceptually: Is considered as benchmark that customers anticipate from the
delivery of service provided to them. Khoo (2020)

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Operationally: The ability of a service provider to satisfy customer in an efficient manner
through which he can better the performance of business.
Tangibility. Conceptually: A commonplace understanding of "tangibility" renders it as an
attribute allowing something to be perceptible to the senses. Mathur (2017)
Operationally, The appearance of physical facilities, equipments, communication materials and
technology that provide enough hints to customer about quality of service of the firm.
Responsiveness. Conceptually: Responsiveness can retain the interest of users and prompt
response can help in enhancing user satisfaction and faithfulness. Ali & Raza (2017)
Operationally: The desire, willingness, and readiness to help customers and provide prompt
service.

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Reliability. Conceptually: Reliability measures the range to which customers may depend on the
service assured by the providing business firm. Baumann et al. (2017)
Operationally: to perform the promised service dependably and accurately; systematic and
orderly arrangement of banks’ service delivery
Assurance. Conceptually: Found a positive link between banking customer satisfaction and
assurance dimension. In the banking sector, the factors such as bank staff members, the
confidentiality of banking transactions, professional know-how and skills to handle customer
complains adequately are included. Pakurár et al., (2019)

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Operationally: Knowledge and courtesy of employees and their ability to inspire trust and
confidence; confidentiality of bank transactions.
Empathy. Conceptually: Described empathy as the capability to take care of customers and
encompass devotion to them independently, particularly while giving services. Potluri et al.
(2016)
Operationally: Caring, individualized attention the bank provides its customers; provision of
services and communication to customers in an understanding, sympathetic, and professional
manner.

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Chapter II
Review of Related Literature
This Chapter the researcher presented various literature related in this study.
Service Quality
Service quality has a positive and significant impact on customer satisfaction thereby
leading to loyalty behavior (Zia & Khan, 2018, 2019). Service quality has widely been discussed
since 20th century and its idea is still relevant to help today organizations in creating
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differentiation and gaining competitive advantage in an era of borderless world and
globalization (Ali et al. 2016, Karatepe 2016). Accordingly, in the study, findings revealed
that perceived value, service quality, and brand have a significant impact on customer
quality (Pasha & Waleed, 2016). Service quality is a continuous process to meet the
customer needs in the best way and has shown that the degree of service quality might
trigger business performance by retaining and acquiring customer base (Tran, 2020). Each
bank needs to rely on research to effectively understand service quality and develop service
related effective marketing strategies, as banking is perceived service-based industry.
Since, service quality is a crucial variable in affecting customer’s behaviors (Le et al., 2019)
and providing quality service is essential for maintaining customer satisfaction (Tabash et
al., 2019).

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Dimensions of Service Quality
Tangibility
"Tangibility is the property that a phenomenon exhibits if it has and/or transports mass
and/or energy and/or momentum". A commonplace understanding of "tangibility" renders it as
an attribute allowing something to be perceptible to the senses (Piyush Mathur, 2017). Tangibles
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as a similar component, showing relevance across various cultures (Sultana & Das, 2016).
Tangibles as defined by SERVQUAL originators refer to the state of the physical assets of the
firm such as buildings, vehicles, property and staff and are the “solid” dimension used to assess
service quality (Ebrahimi & Imani, 2015).
Reliability
Reliability measures the range to which customers may depend on the service assured by
the providing business firm (Baumann et al., 2017). “A scale or test is reliable to an extent that
repeat measurements made by it under constant conditions will give the same result.” and the
reliability of a research instrument or tool is defined by Kumar in following words, “if a research
tool is consistent and stable, and hence, predictable and accurate, it is said to be reliable (Moser
and Kalton),.” Reliability has been defined reliability as the ability of the firm to provide services
guaranteed to be accurate and reliable and has been considered to be the most important
dimension

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in judging service (Jayakrishnan, 2016). Reliability Ability to perform the promised service
dependably and accurately; systematic and orderly arrangement of banks’ service delivery vis-a-
vis their customers through effective, standardized, and simplified procedures and processes
(Ahmed, 2017).
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Responsiveness
Responsiveness can retain the interest of users and prompt response can help in
enhancing user satisfaction and faithfulness (Ali & Raza, 2017). Responsiveness can be
categorized into four steps. Firstly, internet banking system can regulate and function the service
appropriately, secondly, internet banking network can properly guide customers towards
proceeding if any failure occurs, thirdly, it can provide a quick way out to handle any error in
internet banking transactions and fourth giving quick response any clients’ query (Baba ,2018).
Evidence suggests that responsiveness has positive and significant impact on electronic
customer’s satisfaction (Hammoud, Bizri1, 2018).
Assurance
Found a positive link between banking customer satisfaction and assurance dimension. In
the banking sector, the factors such as bank staff members, the confidentiality of banking
transactions, professional know-how and skills to handle customer complains adequately are

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included (Pakurár et al., 2019). The young generation of customers expects these skills in the
banks’ employees (Zia & Khan, 2019; Zeng and Wu, 2020). Assurance is the knowledge and
courtesy, the politeness of employees and the ability to inspire trust and confidence (Joshi &
Sankaranarayanan, 2016). Knowledge and courtesy of employees and their ability to inspire trust
and confidence; confidentiality of bank transactions, (Ladhari et al., 2017).

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Empathy
Described empathy as the capability to take care of customers and encompass devotion to
them independently, particularly while giving services (Potluri et al., 2016). Empathy is the level
of attention given to every individual customer dealing with the firm (Yacob et al, 2016). This
dimension talks about treating customers as individuals. Empathy means that customers are
convinced that the organization has understood them and they are important to the organization
(Mohamadi & Rajabi, 2016). Caring, individualized attention the bank provides its customers;
provision of services and communication to customers in an understanding, sympathetic, and
professional manner (Pakurar et al, 2019).
Synthesis
Based on the research literature gathered, our study is rich in foreign literature since the
main focus of researchers most especially outside of the country is to determine the level of
service

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quality effectiveness of the bank industry perceived by the Clients. On the other hand, what we
lack is the local studies and literature since the main focus of most studies here is development
plans. According to the different sources, there is no correlation between Clients perception and
service quality.
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Most of the studies that we have reviewed indicate that there are many definitions for the term
Quality defined by different authors. In literature, the issue on how the service quality should be
measured. The previous research suggests that quality is not perceived as a one-dimensional
concept by customer. But also there is no agreement about how to access the service quality. The
concept of service quality is most debated subject in service literatures due to lack of consensus.
Based on previous studies that we have reviewed, Parasuraman proposed three themes on service
quality: 1) Difficult and complicated to evaluate as compared to tangible goods quality 2)
Service quality perception results from actual service performance Vs consumer expectations 3)
Quality evaluation not solely focuses on outcome of service. But also involves the evaluation of
service delivery process. To better understand the service quality we need to look into the three
main characteristics of services Invisible, consistent and diverse. Because services are
nonphysical it is hard to determine, record, calculate or to test the service prior to the sale in
order to protect the quality on its delivery. It is also assumed that due to heterogeneity services
various from person to person so performance various at different levels. Sometimes service is
produced and consumed at the same time, its inseparability of service. In most services, quality
occurs during service delivery, usually when customer and service employee interacts. Research
reveals that delivering

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high service quality produces measurable benefits in profit, cost savings, and market share.
Therefore, an understanding of the nature of service quality and how it is achieved in
organizations has become a priority for research. For that, companies need to develop an
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environment inside the organization that is more prone towards meeting service quality standards
according to the customer requirements. There are number of organizations actively using some
form of customer satisfaction 6 measurement in developing, monitoring, and/or evaluating
product and service offerings, as well as for evaluating, motivating, and/or compensating
employees. Success could be achieved only if the internal environment is strong enough to meet
the challenges of external requirements.

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CHAPTER III
Methodology
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This chapter contains the research design, respondents and the different techniques of
data gathering utilized in this research as well as how the data will be treated using statistical
tools.
Research Design
This research will utilize the quantitative descriptive. Quantitative research is a method
that systematically investigates phenomena by gathering quantifiable data and performing
statistical, mathematical, or computational techniques (Surendran, 2019). Descriptive research
means observing, measuring without manipulating variables, and identifying characteristics,
trends, and correlations (Wong, 2020). Therefore, the design that will be used in this study will
be applicable since it describes, compares, and assesses the relationship among the variables.
Locale of the Study
This study will be conducted in one of the banks in Sagay City.
The Respondents of the Study

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The respondents of the study will be the Clients of Case Banks in Sagay City. The
approximate size in our study in terms of our respondents are 200 clients of the case bank
in Sagay City.
Sampling Techniques.
The researcher will utilize quota sampling. Quota sampling method is a non-probability
sampling and it can be defined as a sampling method of gathering representative data from a
group. Application of quota sampling ensures that sample group represents certain characteristics
of the population chosen by the researcher (Creswell, 2015). The techniques that the researcher
will use to determine the approximate size of respondents will allow the determination of the
reasonable estimate with accepted precision and accuracy.
Research Instrument
The propose research instrument was adapted from the study of Ma.Gloria Villamoran
Talavera entitled which is based on the SERVQUAL concept of Parasuraman. The questionnaire
has 2 parts. The first part refers to profiling questions and the second part contains the service
quality dimentions, which are answerabled by YES or NO.

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Data Gathering Procedure
The researcher proposes the following procedures in terms of data gathering. Submit the
request letter to conduct a study to the Case Bank manager of Sagay City Landbank.
Determination of the sample size from the population of the clients and utilization of adapted
modified instruments. In terms of instrument administration, the researcher will distribute
questionnaires to respondents using printed copies. The respondent will personally undertake
the administration of instruments. The researchers will be the one to distribute the questionnaire
at the same time explain and translate the question into local dialec for easy understanding. The
questionnaires will be retrieved immediately after the respondents answer the instrument. The
data that will be collected from the instrument will be interpreted as to how the respondents
rated the scale indicated in the instrument.
Ethical Consideration of the Study
Informed Consent. The researchers will inform the management and the respondent about
the purpose, reason why they are part of the study, and their role since the answers will
come from them to accomplish its objectives.
Privacy and Confidentiality. The researchers will ensure that the respondent’s identities
will remain anonymous, information will be kept confidential.

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Transparency. The researcher will disclose all information necessary to the respondents
and management of the case banks.
Data Protection. Appropriate procedures for data protection will be observed and will take
extra measures and precautions to protect data from potential loss.
Data Analysis Procedure
The data that will collected will me analyze using descriptive statistics. In
determining the profile of the respondents the researchers will use frequency and
percentage distribution. In determining the level of Service quality in terms of tangibility,
reliability, responsiveness, assureance, empathy when taken as a whole and grouped according to
age, sex, civil status, and types of account. The researchers will utilize Mean and Standard
deviation. In determining the significant difference in the level of Service quality in terms of
tangibility, reliability, responsiveness, assureance, empathy when taken as a whole and grouped
according to age, sex, civil status, and types of account. The researcher will use Mann Whitney
U Test and Krus Wallis Test.

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References
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Allred A. T., & Addams, H. L. (2000). Service quality at banks and credit unions: What
do their customers say? Managing Service Quality: An International Journal,
10(1), 52-60.
Abdullah, F., Suhaimi, R., Saban, G., & Hamali, J. (2011). Bank service quality (BSQ)
index: An indicator of service performance. International Journal of Quality and
Reliability Management, 28(5), 542- 555.
Ahmed, M. (2017). Service quality measurement regarding banking sector. International
Journal of Business and Social Science, 8(6), 50-61.
Allred A. T., & Addams, H. L. (2000). Service quality at banks and credit unions: What
do their customers say? Managing Service Quality: An International Journal,
10(1), 52-60.
Avkiran, N. K. (1994). Developing an instrument to measure customer service quality in
branch banking. The International Journal of Bank Marketing, 12(6), 10-18.
Chinh, V. T. M, & Anh, N. V. (2008). Measuring customer satisfaction based on service
quality gap at a local bank in Vietnam. Journal of International Business
Research, 7(3), 27-51.

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Culiberg, B., & Rojsek I. (2010). Identifying service quality dimensions as antecedents to
customer satisfaction in retail banking. Economic and Business Review, 12(3),
151-166.
Choudhury, H. (2013). Service quality and customers’ purchase intentions: An empirical
study of the Indian banking sector. International Journal of Bank Marketing,
31(7), 529-543.
Duke, A., & Cejnar, L. (2013). Competition and the banking sector: Friend or foe? Law
and Financial Markets Review, 152-158.
Felix, R. (2017). Service quality and customer satisfaction in selected banks in Rwanda.
Journal of Business & Financial Affairs, 6(1), 1-11.
Galloway, L., & Ho, S. (1996). A model of service quality for training. Training for
Quality, 4(1), 20-26.
Gronroos, C. (1984). A service quality model and its marketing implications. European
Journal of Marketing, 18(4), 36-44.
Gounaris, S. P., Stathakopoulos, V., & Athanassopoulos, A. D. (2003). Antecedents to
perceived service quality: An exploratory study in the banking sector. The
International Journal of Bank Marketing, 21(4), 168-190.

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Guo, C., Duff, A., & Hair, M. (2008). Service quality measurement in the Chinese
corporate banking market. International Journal of Bank Marketing, 26(5), 305-
327. 54 Measuring Service Quality in Philippine Banks: An Exploratory Study
Using SERVQUAL and Q-Methodology

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26
Appendices
Appendix A
Survery Questionnaire
Introduction:
Dear customer/respondent, the questionnaire is prepared by BSBA student for
examining “Service Quality of the Case Bank in Sagay City”. The purpose of this study is
to assess your opinions about the banking service quality that is the most important factors
of satisfaction. The success of this survey depends on your participation and truthful
responses. I would therefore greatly appreciate your assistance in answering the
questionnaire.
Please be assured that your response will be kept strictly confidential and only used for
academic purpose. When you fill this questionnaire please consider the following issues:
 No need to write your name
 Your response confidentiality is maintained
 Instruction for each part of the questionnaire is given at the beginning of the
questions
This questionnaire consists of 2 (two) parts:

 Part 1. Demographic profile of the respondnets.
 Part 2. Expectation and evaluation of the respondents towards service quality of the Case
Bank in Sagay City I terms of the five dimentions of SERVQUAL (Parasuraman et.al)
Part 1. Check the following that corresponds your demographic profile.

1. Age:
( ) 18-25 years old
( ) 26-35 years old
( ) 36-50 years old
( ) 50 Years above

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2. Sex
( ) Male
( ) Female
3. Civil Status
( ) Single
( ) Married
( ) Divorced
( ) Widowed
4. Types of account
( ) Saving Accounts
( ) Checking Account
( ) Time Deposits account
( ) Foreign Currency Account
( ) Joint Account
Part 2. Service Quality Dimensions

Instruction: Check inside the corresponding box for expectations and evaluation that corresponds
your answers.
Service Qaulity Yes No

Dimensions
Tangibility 1.Visually appealing bank layout
2.Functioning ATM and online facilities
3.Professionnally dressed personnel
4.Easily understandable ban forms
5.Convenient locxation
Reliability 6.Error-free service delivery
7.Consistent and dependable service
8.Orderly and systematic bank services
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9.Quick and timely service

Responsiveness 10.Willingly responds to customer queries
11.Promt resolution of customer complaints
12.Referral to thr right person or department for a
concern
13. Effective customer service asistance
14.Limited waiting time for bank transactions
Assurance 15.Knowledgeable and competent staff
16.Respectful employees
17.Secure Bank transactions
18.Confidential customer bank informations
19.Physical safety inside bank
Empathy 20.The maximum tolerance of complaining customers
21.Individual care attentions
22.Timely advisory and notices to clients
23.Suitable working hours
24.Adequate staff during peak hours.

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Appendix B
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RESEARCH INSTRUMENT EVALUATION FORM

Direction: Kindly rate or evaluate the research instrument using the rating scale according to the following
criteria set forth by Calter V. Good and Douglas F. Scates. Please place your rating inside the box using
the scale below:
Rating Scale: 5 – Excellent , 4 – Very Good, 3 – Good, 2 – Fair, 1 – Poor
Area Statements Rating
The questionnaire is short enough that the respondents respect it and it

1 would not drain much of their precious time.
The questionnaire is interesting and has a fair appeal such that the
2 respondents will be induced to respond to it and accomplish it fully.
The questionnaire can obtain some depth to the responses and avoid
3 superficial answer.
The items/questions and their alternative responses are neither too

4 suggestive nor unstimulating.
The questionnaire can elicit responses, which are definite but not
5 mechanically forced.
Questions/items are stated in such a way that the responses will not be
6 embarrassing to the person/persons concerned.
Questions/items are formed in a manner to avoid suspicion on the part of

7 the respondents concerning hidden responses in the questionnaire.
The question is not too narrow nor restricted or limited in philosophy.

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The responses to the questionnaire when taken as a whole could answer

9 the basic purpose for which the questionnaire is designed and therefore
considered valid.
Comments:___________________________________________________________________________
_____________________________________________________________
Evaluator: ______________________________________ Date: _____________
(Signature over Printed Name)

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1

Republic of the Philippines

Banks play an important role in economic development of a country. Services play an

effective marketing strategies, as banking is perceived service-based industry. Since, service

Republic of the Philippines

quality on customer loyalty (Ngo & Nguyen, 2016).

(Akhter et al., 2020).

and need to be discussed. Customer expectation-management perception that management may

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expectations are fashioned by the external communications of an organization. Expected service-

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Statements of the Problem

Specifically, this research aims to answer the following questions:

1. What is the level of Service quality in terms of tangibility, reliability, responsiveness,

2. Is there a significant difference in the level of Service quality in terms of tangibility,

age, sex, civil status, and types of account?

The researchers formulated this hypothesis.

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academic researchers, A. Parasuraman, Valarie Zeithaml and Leonard L. Berry to measure

discrepancy regarding a certain service’s expectations and perceptions (Parasuraman et al in

2017). Cited by Talavera, 2020.

Perceptions refer to the consumers’ evaluation of what is delivered by the service

that affect either

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SERVQUAL is designed to capture consumer expectations and perceptions of a service along

considered to be the most important dimension in judging service (Parasuraman et al in

Saravanakumar & Jayakrishnan, 2016). Responsiveness dimension is related to the People

by Parasuraman et al cited in Yacob et al (2016) as the level of attention given to every

individual customer dealing with the firm.

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reliability, assurance, and empathy based on the study of Parasuraman.

Responsiveness: Willingness to help customers and provide prompt service. Assurance

(including competence, courtesy, credibility and security): Knowledge and courtesy of

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Input Output Outcomes

Fig. 1. IPOO Diagram of the Study

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Significance of the Study

Moreover, it adds beneficial to the following:

a bases of development and improvement of the services of the company.

service they get is worth the price they have paid

references. This study will be a boon for the future

Scope of the Study

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tangibility, reliability, responsiveness, assurance, and empathy.

delivery of service provided to them. Khoo (2020)

Operationally: The ability of a service provider to satisfy customer in an efficient manner

through which he can better the performance of business.

Tangibility. Conceptually: A commonplace understanding of "tangibility" renders it as an

attribute allowing something to be perceptible to the senses. Mathur (2017)

Operationally, The appearance of physical facilities, equipments, communication materials and

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service assured by the providing business firm. Baumann et al. (2017)

orderly arrangement of banks’ service delivery

confidentiality of banking transactions, professional know-how and skills to handle customer

complains adequately are included. Pakurár et al., (2019)

confidence; confidentiality of bank transactions.

services and communication to customers in an understanding, sympathetic, and professional

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Review of Related Literature

differentiation and gaining competitive advantage in an era of borderless world and

related effective marketing strategies, as banking is perceived service-based industry.

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Dimensions of Service Quality