MAJOR RESEARCH PROJECT TITLE: Effect of Service Quality on

Customer Satisfaction: Evidence from the UK Banking industry

Programme: MSc. International Business (Sandwich)
Major Research Project Module Code and Title: 7BUS2103-0109-2022 - MSc
IB Industry Research Project
Major Research Project Module Leader: Charlotte Bryce
Student’s Family Name: Saleem
Student’s First Name(s): Muhammad Umair
Student Number: 20057321

Supervisor: Sara Ashencaen Crabtree

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University of Hertfordshire Business School

<Major Research Project>
< Effect of Service Quality on Customer Satisfaction: Evidence from
the UK Banking industry>

Author : Muhammad Umair Saleem

Student Number : 20057321

Supervisor : Sara Ashencaen Crabtree

Submission Date : 30th August 2023

Final Word Count : 14,996

ACKNOWLEDGEMENT

I would like to thank Sara Ashencaen Crabtree, who assisted me in the completion of my project.
Thanks to my family and friends for their help in this project, I would also like to say thank you to
Charlotte Bryce who always ready to help me and for me she is most approachable person I am
really grateful to you for your swift responses whenever I seek help from you.
Abstract

The critical relationship that is existed between the customer satisfaction and service quality has
been evaluated in this research paper. The focus of the study was based on banking sector. To
maintain customers and stay ahead of competition, businesses must offer quality services in today's
dynamic business environment, most notably within the service sector such as banking. The study
attempts to analyze the relationship among customer satisfaction and service quality based on
previous studies so that the dimensions of service quality could be explored such as responsiveness,
empathy, tangibility, assurance, reliability and level of their effect on satisfaction of customers. A
range of services are offering by the banking sector such as deposits to loans which could be
considered as one common example. Customer satisfaction has been considered as driving force for
the success of business, loyalty of customers and positive word of mouth. Both sectors including
private and public have been considered and it is concluded by the paper that high level of
satisfaction and retention of customers could be contributed by the provision of exceptional service
quality.
CONTENTS
Chapter 1..........................................................................................................................................4

1.1 Background of the Study........................................................................................................4

1.2 Statement of the Problem.......................................................................................................8

1.3 Rationale of the study............................................................................................................9

1.4 Research Questions..............................................................................................................10

1.5. Significance of the study.....................................................................................................10

Chapter 2. LITERATURE REVIEW............................................................................................12

2.1 Introduction..........................................................................................................................12

2.2 Service Quality.....................................................................................................................12

2.3 Customer satisfaction...........................................................................................................17

2.4 Importance of Customer Satisfaction...................................................................................20

2.5 Service Quality and Customer Satisfaction.........................................................................20

2.6 Conclusions..........................................................................................................................21

CHAPTER 3 RESEARCH METHODOLOGY............................................................................22

3.1 Introduction:.........................................................................................................................22

3.2 Research Strategies:.............................................................................................................22

3.3 Data Source..........................................................................................................................23

3.4 Search Strategy....................................................................................................................24

3.5 Literature search and selection criteria................................................................................24

3.6 Data Analysis.......................................................................................................................25

3.6.1 Thematic Analysis:........................................................................................................26

3.7 Strengths and weakness of the research method..................................................................27

3.8 Conclusion...........................................................................................................................28
Chapter 4........................................................................................................................................29

4.1 Introduction..........................................................................................................................29

4.2 Quality of service.................................................................................................................30

4.3 Customer satisfaction...........................................................................................................32

4.3.1 Relationship between Reliability and Customer Satisfaction.......................................35

4.3.2 Relationship between Assurance and Customer Satisfaction........................................35

4.3.3 Relationship between Tangibility and Customer Satisfaction......................................36

4.3.4 Relationship between Empathy and Customer Satisfaction..........................................36

4.3.5 Relationship between Responsiveness and Customer Satisfaction...............................36

4.4 Role of service quality in banks...........................................................................................37

4.5 Role of customer satisfaction in banks................................................................................37

4.6 Service encounters...............................................................................................................38

4.7 Waiting time.........................................................................................................................40

Chapter 5 Conclusion and Recommendation................................................................................43

5.1 Findings of the study............................................................................................................43

5.2 Conclusion...........................................................................................................................45

5.3 Managerial implications.......................................................................................................46

5.4 Future Study Directions.......................................................................................................47

References......................................................................................................................................49
CHAPTER 1

1.1 Background of the Study

Businesses lose some of their client base not because they charge them a premium for those things,
but simply because these products are too expensive or customer service is insufficient in today's
fast-evolving and hypercompetitive environment (Tahanisaz, 2020). High-quality services must be
provided by organisations operating in the provision of services, particularly if they are to survive.

Among the global service providers, banking is one of them. It offers a wide range of services,
including the receipt of deposits in the form of current and savings accounts, the granting of loans
and advances for various purposes, the provision of credit facilities, the provision of automated
teller machines, etc (Lie et al., 2019). It is revealed and pointed out that in the service sector,
different levels of complaints have been made by customers as regards the lack of promised quality
in relation to the price they paid, and this is mainly due to a poor level of service (Kim and Baker,
2020) Complaints about the quality of all services provided by the bank have been raised by a large
number of members. Quality of service is a crucial area that companies need to pay more attention
to if they want to be better than their competitors. The quality of the service provides a means of
competing with other services when several companies offering similar services are compared with
only a small variation, such as the service provided by a US bank. The sole difference may be in
quality; this kind of differential might result in a bigger percentage of consumers making money or
not. Quality improvement is vital for the achievement of business success, reputation management,
market leadership and customer loyalty as a consequence of setting up an ongoing Customer
Service Programme (Khatoon, Zhengliang and Hussain, 2020).

It is the SERVQUAL model, which was established by Parasuraman in 1988, that tends to be taken
into account when assessing service quality. Quality was defined by the SERVQUAL (Service
Quality) model based on five criteria, namely: customer expectations for services are not
comparable and customers' perceptions in relation to such services are unfavourable. In the
SERVQUAL model, ten service quality features are involved, reliability, communication, security,
credibility, courtesy, accessibility, responsiveness, and competence but in later, these were limited
to just five basic and essential dimensions as many dimensions have the same features and only
limited to communication, security, credibility, courtesy, and competencies and included other
equipment physical facilities, tangible apparatus, and appearance of staff. Reliability refers to the
employee’s ability to make sure promised quality services, Assurance is the courtesy and
knowledge of the workers to inspire confidence and trust, responsiveness- customers willingness to
provide quality assistance to the customers, empathy, and attention provided to the customers by
the employees (Tahanisaz, 2020).

. In the banking sector, another important factor is considered as the satisfaction of customers due
to reason that in the banking sector, special services are provided to people who are based and
feature an intensive level of connection and contact with customers who require customized
solutions to their different needs. In today's competitive business environment, customer
satisfaction is one most serious and important issues because customer loyalty and shares of the
company in the market could be affected by it (Rita, Oliveira and Farisa, 2019).

Different scholars have defined and explained the term service quality in different ways and
directions. In study performed by Pakurár et al. (2019) it was defined as an evaluation of the
performance of services by customers that is received by them and the way of comparing the
services with the level of their expectations. According to Fida et al. (2020) , they base their ratings
in part on customers' memory or emotion rather than features of a service. It is the magnitude and
direction of the gap between the expectation of customers regarding the quality of services and the
perceptions of the customers about that quality. A benchmark of customer satisfaction according to
the quality of services as a whole. Core service factors are defined in creation of a benchmark for
satisfaction of customers based on quality of services and it is also based on crafting a tool for
assessment such as conduction of comprehensive survey, collection and analysis of both
quantitative ratings and qualitative feedback that is gathered from sample of diverse customers and
then comparison is made on the findings to standards of industry and segmenting the data for
insights at deeper level. A comprehensive level of understanding is developed by this process of the
level of impact that is created by the quality of service on satisfaction of customers and areas of
improvement and excellence are highlighted (Rita, Oliveira and Farisa, 2019).
The perceived quality of a service is the customer's real experience with it. Although there are
many definitions of service quality, a large majority of writers agree that this is a multidimensional
concept as it has been difficult to define (Abror et al., 2020).

To measure the quality of service in their work, different authors have adopted several dimensions.
Five criteria for assessing the quality of the service are used in the SERVQUAL approach
developed by Parasuraman and colleagues in 1990: reliability, assurance, tangibles, empathy and
responsiveness. They specifically examined the quality of functional services through an empirical
examination of banking and credit cards, repairs and maintenance, as well as long-distance
telecommunications (Dam and Dam, 2021).

The evaluation of the quality of services was carried out on five criteria: reliability, tangibleness,
responsiveness, assurance and empathy. Since there are many aspects of service quality in the
QUALSERV model, as well as a study focusing on the services industry, it was better suited. The
appearance of the physical facilities that are provided by the company is represented by appearance
terms such as material for communication, personnel and equipment. Reliability is one element that
has been further considered and defined as the level of ability to perform the level of service that
was promised accurately and dependably (Wang et al., 2020). The level of willingness of providing
help to customers is represented by responsiveness and courtesy and knowledge of employees the
level of ability to convey their confidence and trust is represented by assurance and the provision of
individualized attention and care to customers is represented by empathy. SERVQUAL is less
suited to the retail sector, as they say, it needs an extra dimension and would be more suitable for
"plain" service situations (Raza et al., 2020). The SERVQUAL scale is more suited to firms with
the opposite ratio, where service is prioritized, whereas the RSQS scale
(Retail Service Quality Scale) is better suited to enterprises with a larger ratio of products to
service (such as a supermarket). QUALSERV is more relevant here as a fully service-based sector,
hotels (Ali, Zainal and Ilhamalimy, 2021).

The happy consumer is going to keep buying. A pleasant customer experience satisfies the
consumer, and happy customers remain loyal (Lee and Lee, 202). Several conceptual and empirical
investigations have been carried out on the subject of consumer satisfaction and customer service
quality. Using the SERVQUAL instrument, the satisfaction of customers could be predicted based
on service quality. So, in terms of the service profit chain, key elements include the satisfaction of
customers and quality of service (Fida et al., 2020).

The subject of customer satisfaction was the focus of several authors, which set out various
definitions. If the product performance does not meet expectations, the consumer is unhappy. The
client is happy if the performance meets his expectations. If a service provider exceeds
expectations, the customer will be very happy or excited. How services are provided determines
customer satisfaction. Customer satisfaction is an expression of how a person feels about the goods
after he has bought them (Wang et al., 2020).

Customer satisfaction is sometimes referred to as an assessment of a specific product or service

over time, such as when consumers have consumed it. Besides, customer satisfaction refers to the
fact that a consumer is satisfied or disappointed by his product because of a comparison with their
expectations. From different writers, the satisfaction of customers has several meanings, including
quality of service (Tran and Le, 2020).

The company's prosperity and longevity are dependent on the quality of service that it provides.
The researcher is aware of the fact that, as a consequence of Messay's conclusions in 1996, an
organisation's profitability will be threatened if service quality begins to decline within it. As a
consequence, how the quality of service in the context of UK banking affects customer satisfaction
is examined in this study. To find out what is limiting the quality of service and provide
suggestions on possible solutions(Balinado et al., 2021).

1.2 Statement of the Problem

The striving nature of the service sector to lead and sustain the competitive position in the target
marketplace is one of the critical subjects of providing quality service across the world. For
example, the business sector of finance like banks compete in a marketplace with undifferentiated
products and services from other companies of finance in the target market so, only quality services
are the key weapon of the company (Lie et al., 2019). For those that operate in the UK, competition
between banks has increased and this is causing some difficulties. As a result, different methods of
retention are being adopted and it is perceived that raising the level of service quality will be an
important factor for gaining success (Alshamsi et al., 2021. The quality level of Service is
especially important in the field of finance since it promotes high levels of client pleasure and thus
constitutes a key factor for competitive advantage (Pakurár et al., 2019).

Service quality has gained considerable attention in recent times on account of clear links between
expenditure, financial performance, satisfaction with customers and customer loyalty. The fact that
several industry leaders are extremely focused on customer service is found to have been part of the
reason for customers' happiness, which depends in part upon the quality of services provided. They
had also been rewarded for their income and retention of clients. Consequently, as a result of this,
to attract customers and keep them on board, it is increasingly necessary for businesses active
across market sectors to assess the quality of services they offer. Because we must maintain happy
customers to remain successful for a longer period (Raza et al., 2020).

The fact that there has been a clear shift in the way service quality was assessed over these last few
years, as well as stark disparities of values and perceptions between generations, may have
triggered an inquiry on whether or not services could be regarded differently by different
generations. However, there is a clear gap between what generations of consumers perceive as the
importance of service quality and whether or not this perception has anything to do with an
expected decrease in brand loyalty from recent research. Keeping consumers loyal and offering
high-quality customer services cost many companies a lot of money. This scenario needs to be
borne in mind and companies should rethink how they use their resources if the future generations
are not going to have an important influence on service quality and brand loyalty. This will allow
them to be more cost-efficient as a whole (Supriyanto, Wiyono and Burhanuddin, 2021).

1.3 Rationale of the study

There are various kinds of challenges are facing by all types of commercial banks in a hyper-
competitive market of modern time and these challenges are associated with increasing the
satisfaction level of customers and retaining them for long period and selling more attractive and
kinds of services to customers and keeping a focus on needs of non-banking sector. In comparison
to power of capturing new customers it is identified that it is more important of maintaining current
customer base of the bank (Nahida Afroz, 2019). In this prospect it is identified that the cost of
attracting new customers is greater in comparison to cost that is associated with keeping current
customers. In comparison to maintaining the current and exiting customers it is noted that that the
cost that incur on attraction of new customers and this increase is five times higher than
maintaining current customers. Quality improvement has increased the impact on the quality of
service of the customers. Customer service skills is an asset in any employment sector, especially
the banking sector. Customer service skills include problem-solving, teamwork, leadership, and
inter-personal relation. Positive attitude, courteous and respectful interaction, and effective
communication are all required skills in customer service sector to perform efficiently (Lie et al.,
2019).

However, in spite of the fact that much companies pay special attention to increasing customer
satisfaction, this is not an end goal at all. The main reason for this is the fact that businesses with
happy customers make more money. Banks are more profitable and wealthier when they have
happier clients. The happiness of clients could lead to many benefits. For instance, happy
consumers tend to buy more products, are less price sensitive and have a lower impact on
competitors. The impact of these explanatory variables on the response probability of consumers
will be analyzed by a researcher, including tangibles, empathy, assurance, responsiveness and
reliability.

1.4 Research Questions

 How customer satisfaction could be impacted by the quality level of service? What level of
impact is created by the dimension of quality service on customer satisfaction?

In the past years, a clear change in service evaluation has combined with the distinct and variable
perception of values of different generations leading to a discussion regarding service quality
standards to be valued differently by various generations. There is a clear gap between service
quality in different generations due to a decline in the loyalty of brands in the market or whether
brand loyalty decrease has impacted by the service quality of the company. It is very interesting
field of study as consider substantial cost for the companies. With the decrease in the brand loyalty
over the service quality difference in different generations lead the companies to reassess the
resources allocation to make internal costs more reliable to get efficient results (Fida et al., 2020).

This research aims at the following objectives:

• To evaluate how much impact is created on the satisfaction of customers due to tangibility
• To determine how much impact is created on the satisfaction of customers due to service
reliability
• To assess how much impact is created on the satisfaction of customers due to service
responsiveness
• To evaluate how much impact is created on the satisfaction of customers due to service
assurance
• To understand how much impact is created on the satisfaction of customers due to empathy
• To determine how much impact is created on the satisfaction of customers due to service
quality

1.5. Significance of the study

The impact created by the quality level of services on the satisfaction level of customers is
considered in this study from the perspective of the banking industry of the UK. The following
level of importance is associated with the findings of the study.

The results of this study will provide banks with an insight into the impact that good customer
service has on client satisfaction. The result will be determined by examining the relationship
between customer service and client satisfaction about effective customer service to positively
impact the satisfaction of the bank clients (Özkan et al., 2020).

This dissertation offers solutions to problems concerning service quality in the banking sector and
may give them an indication of where they are with regard to this issue today, as well as what
services they should be doing going forward. In this respect, it is encouraging other researchers to
carry out in-depth research (Prentice, Dominique Lopes and Wang, 2020).

The level of impact that is resulted by the quality level of services on satisfaction level of
customers is one area that is focused in this study. In each sector, from banking to retail, customer
is the primary determinant of success. In addition to their desire for increased profits, banks are
putting a strong emphasis on customer satisfaction. A greater level of focus is need to be given by
the banks on product and services quality and introduction of new packages and deals for
customers as it is noted that the satisfaction of customers could be directly impacted by quality
level of services. So, quality of services and satisfaction of customers are area that should be
focused by all researches. Some level of suggestions and recommendations are made in the
research that could be considered in development of strategies that are used in increasing the
satisfaction of customers. These techniques could be used by the banks and would bring benefits
(Özkan et al., 2020).
CHAPTER 2. LITERATURE REVIEW

2.1 Introduction

A comprehensive exploration and investigation are performed in this chapter regarding the existing
literature, aiming at the evaluation of the relationship between customer satisfaction and service
quality. A thorough understanding of empirical findings and theoretical foundations is provided in
this literature review. This will increase the level of our understanding of these critical concepts. A
step-by-step approach will be adopted in this discussion to identify both unpublished and published
works with the use of sources of secondary data. A rigorous assessment is performed in this part
that is focused on the significance and relevance of these works regarding customer satisfaction and
service quality (Khan, Lima, and Mahmud, 2021).

In addition to it, another important area explained in this chapter is the basic elements and factors
that are contributing to customer satisfaction and service quality. The level of interconnection
between underlined factors is one area of focus and attention is drawn to their combined effects on
behaviour, perceptions and customer experiences. The definition, importance and implications of
the dimensions in a range of business scenarios will be explained to provide a comprehensive
overview of the many dimensions of service quality. The discussion will focus on the relationship
between these dimensions and their contributions to consumer well-being, and satisfaction, which
have a positive impact on business success.

In addition, the importance of customer satisfaction for business operations will be highlighted in
this chapter. It will be focused on some ways based on satisfaction of customers can positively
influence the competitive advantage, market position and growth trajectory of the company.
Several benefits of satisfied customers will be covered in this discussion, which includes positive
word-of-mouth marketing to repeat purchases and an increased level of loyalty.

2.2 Service Quality

It has been argued and mentioned by Setiawan et al (2020) that Churchill and Surprenant (1982) in
collaboration with Parasuraman et al. (1985) developed the definition of service in the 1980s and
this has gained a greater level of importance due to the advancement and expansion of the theory of
customer satisfaction. The provision of tangible service of the company against the level of
expectations of customers has been evaluated by this theory with a focus on the fulfilment of needs
and desires of customers and achievement of perceived quality that exceed their most ambitious
aspirations. Dwidienawati (2022) argues that Parasuraman et al. (1988) followed the same principle
to expand the service into five dimensions and quality measurement’s reliability, assurance,
tangibles, responsiveness, and empathy. Interactive quality, corporate quality, and physical quality
are three other dimensions of service quality as explained by (Shen and Yahya, 2021). Lie et al.,
(2019) further elaborate on the concept and service quality measurements dimensions as evaluation
of the corporate image, technical quality of the results, and functional quality of the service
encounter. The model of service quality measurements named SERVQUAL stands for "Service
Quality," which is mostly used in the evaluation and measurement of the level of service quality
that is maintained by companies (Slack, Singh and Sharma, 2020)

This model of service quality named SERVQUAL described the five quality dimensions when used
in restaurants (Rather and Camilleri, 2019). These five dimensions include five areas explained as
tangible, assurance, empathy, reliability, and responsiveness in terms of measuring and evaluating
the customer service quality in any business sector (Nunkoo et al., 2020). Tangibility is one
important aspect that has been discussed by Raza et al. (2020) as a dimension of service quality.
The focus that has been maintained by them is based on the fact that the incorporation of tools for
communication, environmental conditions, and incorporation of physical facilities, equipment and
materials are included in providing quality services. Exceptional customer service is provided and
delivered to potential customers by the collective contribution of these elements. It is recommended
that for complex discussions, the use of shorter sentences is recommended because it will help in
keeping clarity and avoiding challenges with grammar and syntax.

Le, Nguyen and Truong, (2020) also affirm this dimension by explaining the importance and
impact of service quality in the sector of higher education. Hence, the reliability of service in terms
of quality dimension also encompasses the enterprise and business capability to deliver what was
expected and anticipated by the potential customers (Tran and LE, 2020). Moreover, it was
explained by Arbor et al. (2020) that the reliability of the customers on the services being delivered
to them played a crucial role in the sustainable functioning of the traditional service operators to be
comprised of the following, accurate billing, recording, and commitment to the customers to deliver
the quality in terms of fulfilling the order requirements (Arbor et al., 2020). In the banking sector,
reliability in terms of service quality was also explored and tested by (Khatoon, Zhengliang and
Hussain, 2020). The study was conducted in Europe of the transactional economies to consider the
perceived quality and customer satisfaction an utmost and crucial factor in terms of service quality
Providence Company (Fauzi and Suryani, 2019).

Responsiveness is another dimension in terms of service quality as it can usually be measured by

measuring and calculating the ability of the company to have the willingness and be prompted to
provide quality services to potential customers. This definition of responsiveness was later
modified by the authors (Ali et al., 2021) to include other factors such as timely delivery to surpass
the difficult situation of long queues and waiting periods in the company speedily. This feature of
timely delivery also explained how to cater to the customer’s complaints and address their needs
and requirement within time to enhance the quality services of the customers (Prentice, Dominique
Lopes and Wang, 2020). Empathy is the fourth important dimension in this model which include
the level of capacity and potential of an organization of offering genuine concern for potential
consumers which simply means that all of their personal concerns and individual needs are taken
into account (Rita, Oliveira, and Farisa, 2019). This model has been applied to the study and
findings to show a positive relationship in studying customer satisfaction with application in the
private banking sector. The model supports the concepts by defining empathy as the willingness to
welcome customers and considering respecting the customer’s needs and preferences (Ali et al.,
2021). The last dimension of the model, the assurance dimension demonstrates the security and
safety to the customers as to provide safety and security to the customers as to lessen and minimize
their worries and anxieties in terms of regarding the services to providence to them (Supriyanto,
Wiyono and Burhanuddin, 2021). Conversely, positive reviews and feedback are ensured based on
assurance and the use of desired services is enabled in this way without any level of negative
consequences (Afthanorhan et al., 2019).

2.1.1 Tangibles

Things which have a physical existence and can be touched and seen are tangible. Tangible
elements also refer to the information and Communication Technology (ICT) equipment,
appearance, physical facilities and but not least, the services provided to the personnel of the
organization (uZIR et al., 20210. A randomized manner is used by companies for deploying these
tangibles so that services could be provided to customers. The usability and quality of these
tangibles are then evaluated by companies (Fida et al., 2020).

2.1.2 Reliability

Potential and ability based on which the committed service is provided by service products
consistently and truth fully is called reliability. In the company, customers demand reliable and
trustworthy services. Quality and accountability are two important elements and aspects of
reliability (Ahmed et al., 2021). A bunch of precursors also aid the basic methodology to shape the
client’s perspectives towards the reliability and administration of the accountability of the quality
administration in the industry in Saudi (Ozkan et al., 2020). An important role is played by some
key factors in the dependability and perception of customers of practices of quality management
within the Saudi industrial sector. These factors, which may influence client perceptions of the
sector's commitment level of the industry of keeping and delivering high-quality services or
products, could have included the overall service provided, industry reputation, past experiences as
well as communication (Slack and Singh, 2020). It may include the provision of dependable
solutions, meeting deadlines, and fulfilment of all commitments. The meaning of reliability in
terms of service quality implied that trust is maintained by customers that what was promised has
been delivered by the service provided consistently without any level of inconsistencies and
unexpected disruptions (Fauzi and Suryani, 2019). A service that has the potential of meeting or
exceed the expectations of customers will be termed as a reliable service and it fosters positive
relationships, satisfaction and trust among customers (Khan, Lima and Mahmud, 2021). Therefore,
it can be illustrated that the reliability of the customers is also very important to increase the service
quality of the customers in the car care industry and any other service company (Rather and
Camilleri, 2019).

2.1.3 Assurance

In terms of assurance, the level of knowledge and courtesy is displayed by the potential and willing
employees to render the service and the ability to instill trust and confidence in the potential
customers (Setiawan et al., 2020). The skills and competencies of the employees to deliver the
services is impacted the assurance of the quality service provided to the potential customers
(Dwidienawati et al., 2022). Employees’ skills and abilities to work willingly help to inspire
confidence and trust in the potential customers to stir feelings of comfort and safety in the service
delivery process (Shen and Yahya, 2021). Customers repeat their visit upon assured and quality
services to get service again and again on regular terms. There are many factors enlisted to inspire
empathy as politeness, effective communication, competencies, and positive attitude of the
employees towards the customers are considered important factors in assuring customers with
quality services (Slack, Singh and Sharma, 2020). Moreover, the operational security of the
premises in different companies and sectors also demands and depends on the proven quality of
services provided to potential customers. Assurance also has a significant contribution to service
quality perception (Nunkoo et al., 2020).

2.1.4 Empathy

Taking care of potential customers with a positive attitude and quality services refers to empathy
and it is mostly developing at the individual level. It includes giving ears to the problem and
difficulty and recognizing the concerning and demanding requirements of the customers from the
company service (Le, Nguyen and Truong, 2020).

The quality of the individual employees to give attention to the potential customers in the company
is called empathy and it is also an important dimension in the service sector. The provider of
service also put extra effort into providing quality services to the customers during interaction and
communication to provide quality services to the potential customers (Raza et al., 2020).

Visualization during communication with the customers is very important during service providing
to assume their situation and position to provide quality service. Courtesy and friendliness of the
staff and giving special attention to the customers are included to increase the level of empathy in
the customer service sector by the employer the customers (Khatoon, Zhengliang and Hussain,
2020).

2.1.5 Responsiveness
The ability of the institution to provide fast and good quality services in the period is called
responsiveness. Minimization of waiting during customer service providing in the customer service
sector is very important (Arbor et al., 2020). The institution must also provide a fast and
professional response to the failure and recognizing the issue and providing fast and professional
responses in terms of customer service is included in the responsiveness (Tran and LE, 2020).
Responsiveness means to include four key actions and elements giving extra attention to the
individual clients, prompting services to the clients, respecting and welcoming them with a smile,
and enhancing their trust level which will subsequently increase the customer’s perception of the
service quality (Prentice, Dominique Lopes and Wang, 2020).

2.3 Customer satisfaction

Many authors defined and explained the term customer satisfaction in different sectors of business
and it is considered as an important factor to gain success and sustain growth in the competitive
business world (Arbor et al., 2020). To run a streamlined business process, customer satisfaction is
the key to success as customers are also included in the assets of the company with employees
(Fauzi and Suryani, 2019).

Satisfaction of the customers depends on the employee’s performance hired by the companies in
the customer service sector by the companies to satisfy the customer's demands and needs (Ali et
al., 2021). In the literature, there are many sources and bulk data available regarding customer
satisfaction and dissatisfaction as the important and essential factors to be considered as the
company’s success and achievements and failure of meeting the expectations in the company
success and progress (Rita, Oliveira and Farisa, 2019). Meeting the standards and demands of the
customers not only increases customer satisfaction but also increases the customer's loyalty towards
the company and an image and reputation is built in the market. The service quality delivery is
considered a main pillar in the company's success and growth full potential as it subsequently leads
to the profit revenue and growth rate in the market (uZIR ETA L., 2021).

The satisfaction of the customers is dependent on various other factors along with the delivery of
quality services such as transaction processes and post-sale services in the company (Lie et al.,
2019). Customers anticipate and perceive expectations from their previous buying experience,
recommendations by friends and associates, sellers, and competitor's information to compare by
checking feedback and reviews of other customers on the online portal of the company (Supriyanto,
Wiyono and Burhanuddin, 2021). There is a general agreement that states that satisfaction is
considered as the person's feelings to be pleased and disappointed depending on the comparison of
the perceived performance and the actual one (Afthanorhan et al., 2019). According to the data of
customer satisfaction is a function and a cycle of comparing expected and perceived quality
services from the company. With the fall of the perceptional delivery from the expected one,
customers will be dissatisfied and vice versa. There are different explanations for customer
satisfaction by different authors (Slack and Singh, 2020).

Customer satisfaction is considered an essential factor in the banking sector to retain and switch the
bank for so many years. It is very important and essential for the commercial banking sector to
learn about customer retention theory and strategy (Ozkan et al., 2020). It is recommended that
discontented customers prefer to stay and remain within the bank as they don't expect any quality
services from other banks also (Fida et al., 2020). In the same manner, the customers who are
satisfied with their services in one bank also retain the bank as they assume that they cannot get any
improved and exceptional quality services in any other bank. Therefore, the satisfaction of the
customers depends on many factors other than quality service of delivery such as product choices,
improved income, and best prices, high level of convenience (Ahmed et al., 2021).

In the competitive market of the banking sector, product differentiation is impractical as all have
similar products and services. For example, there might be the smallest difference that can
differentiate the bank from other banks as pricing and variety of products and services accessible to
the potential customers in the banking sector (Ali et al., 2021). The prices of the products in the
banking sector are also foxed by the market authorities. Hence, the management tends to put extra
effort into customer satisfaction intensity in the banking sector (Khan, Lima and Mahmud, 2021).
Quality is also a multi-variable concept to contain the differing kinds of reliability, criticality,
convenience, and services and products portfolio of the bank. Customers are very likely to be
affected by the quality of the services. Most of the business also refers to increasing the customer
satisfaction level not only by improving the quality-of-service delivery but also by satisfying the
customers to yield bigger profits in the target market (Dwidienawati et al., 2022).
In any business organization, customer satisfaction is considered the most crucial standard in the
company's performance and whatever organization to increase customer loyalty by increasing the
purchase rate and decreasing the desired level for transition in the banking sector (Rather and
Camilleri, 2019).

Customer satisfaction is not only referred to and limited to the staff but has a major impact on the
success and profit value of the company. In the company, customer satisfaction also provides many
benefits for the potential companies and higher levels of customer satisfaction led to loyalty in the
potential organization (Shen and Yahya, 2021). There are two main approaches to defining the
satisfaction of customers in the literature review. Satisfaction is the condition that customers and
users obtained after using and experiencing the product and services respectively (Slack, Singh and
Sharma, 2020). In the second approach concerning the literature review, customer satisfaction is a
process to understand and evaluate the customers from their previous experience with the services
and products of the relevant companies (Le, Nguyen and Truong, 2020). Satisfaction of the
customers can also be achieved by the two parallel processes and techniques defined in literature as
emotional process and normative process (Nunkoo et al., 2020).

Satisfaction of the customers is much vaster than only limited to the quality of the delivery. Service
quality can be considered an element and fraction of satisfaction (Raza et al., 2020). The service
quality in terms of literature can be explained by illustrating five dimensions of service and is more
persuasive and include certain other factors of price, services, and quality to consider situational
factors in business success and growth (Tran and Le, 2020).

2.4 Importance of Customer Satisfaction

A wide range of benefits can be generated by the satisfaction of customers. Satisfied customers, for
example, are less influenced by competitors, are more ready to buy a greater number of products
and have lower price sensitivity (Prentice, Dominique Lopes and Wang, 2020). Another positive
thing about satisfied customers is that he or they come to buy again and inform others with positive
suggestions about the company, have less attention to other brands in the market and like to
purchase new products that are added by the company to the list. The main outcome of marketing
action could be identified in the form of customer satisfaction which serves as a link between
different stages that are involved in the purchase behavior of the customer. It is a fact that
customers are attracted to make a repeat purchase if they are satisfied with a particular service that
is offered by the company (Khatoon, Zhengliang and Hussain, 2020). Another important thing is
that in deciding a future purchase plan by a customer, customer satisfaction is one factor that is
always considered by customers. Positive word-of-mouth advertising is also led when satisfied
customers inform others regarding their good experiences. The level of customer satisfaction
affects loyalty; how much depends on the extent to which it is satisfied. An increase will occur in
loyalty levels if good satisfaction is attained by customers during the purchase cycle. The
likelihood of a "very satisfied" customer returning to purchase the product increases by 6 times
compared with a "satisfied" customer (Arbor et al., 2020).

2.5 Service Quality and Customer Satisfaction

There are considerable academic attention concerning service quality and customer satisfaction in
the past few years (Rita, Oliveira and Farisa, 2019). In the literature review, many researchers have
operationalized and customized customer satisfaction over the singular term and scale whereas,
some researchers utilized multiple scales to explain all the functions and elements in terms of
customer satisfaction (Ali et al., 2021).

Researchers have investigated both service quality and customer satisfaction and their relationship
to be concluded as independent factors but are closely related to each other. The underlying cause
and results of the satisfaction and service quality are independent but have a similar impact on the
company’s growth and success (Supriyanto, Wiyono and Burhanuddin, 2021). They also have
many common fractions to have certain things in common as general satisfaction is generally
viewed to assess the specific dimension. Strong relationships also exist between customer
satisfaction and service quality to emphasize two conceptualizations of the distinct constructs from
the customer’s points (Lie et al., 2019). Researchers also satisfied the customers in the marketing
context as customer satisfaction definition also have an evaluation of retaining customer among the
different sectors of services and products of the same and different companies. Service quality also
directly affects customer satisfaction in terms of service-based enterprises (Ozkan et al., 2020).
2.6 Conclusions

During the processing service, quality assessment is performed in the service department. Many
definitions of customer satisfaction can be defined and explained in terms of customer expectations
(Afthanorhan et al., 2019). It is provided great concern to the customer's expectations and can be
evaluated by different means. This model of service quality named SERVQUAL described the five
quality dimensions when used in restaurants (Fida et al., 2020). These five dimensions include five
areas explained as tangible, assurance, empathy, reliability, and responsiveness in terms of
measuring and evaluating the customer's service quality in any business sector (Ahmed et al.,
2021). Satisfaction of the customers depends on the employee's performance hired by the
companies in the customer service sector by the companies to satisfy the customer's demands and
needs. Satisfaction is the condition that customers and users obtained after using and experiencing
the product and services respectively (Slack and Singh, 2020).

The quality of the customer's service delivery should be according to the customer's expectations of
the company and many researchers note that customers expect the company to provide what is
necessary as to provide quality services, it is very essential to consider customer satisfaction as to
meet the norms and expectations of the customers by delivering customer service (Ali et al., 2021).
CHAPTER 3 RESEARCH METHODOLOGY

3.1 Introduction:

The aim of this chapter is to clearly outline the research approach and methods that will be used for
collecting data. Defining the research methodology will help in ensuring that the research process is
carried out in a systematic manner allowing the research to understand the impact service quality
has on customer satisfaction. The research methodology is the systematic, methodical, patient and
precise method used by researchers to obtain facts and evidence with validity (Bolander et al.,
2021).

3.2 Research Strategies:

Quantitative and qualitative research methodologies have been commonly used in Social Sciences
and Humanities; however, these methodologies are also used in other academic disciplines like
education, business, healthcare and natural science etc. Research Methodology helps in forming an
underlying principle for the research approach. Methodology is the process by which the object of
the study is understood. Quantitative approaches are one method that is increasingly used as a
research strategy. In the quantitative approach different opinions and concepts are represented
using numbers. Hence the focus on quantitative approach in on quantifying the data collection and
analysing the outcomes of data. In this approach hypothesis are developed using theories, the
purpose is to test theory through numeric data collection, the findings of which is then used to
reject or confirm the theory. The quantitative approach is infused with positivism an approach used
to study people (Yuksekdag et al., 2022).

In qualitative research, non-numerical data are collected and analysed to shed light on and make
sense of social phenomena. The goal is to learn more about how people feel, think, and act in their
everyday environments. Interviews, focus groups, document analysis, and participant observation
are commonplace in qualitative research. Using these techniques, researchers can amass
voluminous amounts of information that can shed light on the topic's intricacy and complexity.
Data gathering and analysis in scientific studies are generally iterative, with researchers responding
to emergent themes and patterns.
The research methodology for the paper has been developed to be used as part of qualitative
analysis. a deep understanding of the impact service quality has on customer satisfaction can be
gained by using this approach. In qualitative research, intangible characteristics or patterns of
behaviour are the focus of the investigation. A critical literature review is used to do qualitative
analysis efficiently. A critical study of the literature is at the heart of this sort of literature review,
which goes beyond merely summarising or describing a selection of publications. Each article is
carefully read and studied to fully comprehend its subject matter. When conducting qualitative
research, it is essential to review any and all supporting materials that pertain to the topic at hand. It
is common practice to research the topic at hand by reading articles that have been vetted by
experts in the field. Researchers can learn more about their topic and improve their methodology by
delving into these scholarly sources. (Havaei, Astivia and MacPhee, 2020).

3.3 Data Source

To support and validate their conclusions, researchers must take due account of the resources they
will be using. Primary data or Secondary Data are the two main sources of data collection. Both
methods can be used by the writer, which is known as triangulation or two approaches. The data we
use in this study may be divided into the following categories, based on their sources:

During the study process, primary data shall consist of information which is collected appropriately
through correct data collection methods from the source. To put it another way, information
obtained by the author himself will be primary data (Goel, 2022).

Through a desk examination, data have been collected from several secondary sources. This
includes the documentation and reports of projects drawn up by all industries, with a particular
focus on banking industry. A secondary source of information has been the literature on service
quality and customer satisfaction. For the banking sector, the account was taken of reputed
journals, books, several articles, newspapers, newsletters and websites of companies. Various
sources have been used in the collection of data and information such as including standards,
regulations, policies, statistical data, reports, procedures, manuals, and existing working
documents.
In this research the main reason for using secondary research is that data can be more easily
collected, reducing the time and financial burden for carrying out a study. However, there are
significant shortcomings in secondaries research (Panchenko and Samovilova, 2020).

3.4 Search Strategy

The first step in this research was to carefully read the existing literature of service quality in bank
and customer satisfaction. Service quality has been greatly focused on the literature reviews of
recent times. Some selected research articles on service quality are focused in framing this paper
and it is considered a major element of discussion conducted on customer satisfaction. So,
identification is made regarding the need for literature on social media marketing. Online
marketing, social media, industrial marketing, and business marketing were some of the major
keywords that have been used in searching the articles with the use of JSTOR, Portland State
University’s Library search, and Google Scholar. The total number of articles that have been
selected in this way was 46 which have been loaded into an Excel sheet for functions of
classification and analysis. Secondly, a set of requirements have been established for the articles to
be covered by this review. These requirements include publishing publications in 2017 or earlier
targeted at service quality, with a focus on customer satisfaction and originating from peer-
reviewed journals. The overall number of items based on the application of this criteria which
should have been evaluated was reduced to 21. And after that, the papers were analysed. Fields
have already been created for each article in terms of its principles, techniques and contexts as well
as the results. Each item was then read while making an effort to succinctly summarise each of
these elements. The analysis of each article was then completed and the review is presented as part
of this work (Hakizimana et al., 2019).

3.5 Literature search and selection criteria

In terms of the collection of literature for the review, some of the search strategies that have been
used under the academic level database included Semantic Scholar, Web of Science, Google
Scholar and Scopus. In respect of the PRISMA review, three of these searches have been used. In
the prospect of each strategy, a Boolean “OR” and “AND” operators have been considered and
focused in combination with the use of different keywords including service quality, Customer
Satisfaction, Customer Relationship, banking industry, service quality models. In prospect of the
search protocol, the criteria that have been used included gathering and collecting relevant
literature, review papers, conference papers, journals, and articles and all of these sources have
contributed to service quality and customer satisfaction. Some of the publications included in this
study include the European Management Journal, the International Journal of Multinational
Financial Arrangements, IMIMMA, as well as information and management. However, the
research did not include any material for the review that was unrelated to service quality in banks.
For that research, any additional non-English papers have already been omitted at once (Chawla,
2020).

3.6 Data Analysis

In the next step, appropriate data from each major study carried out in a sample are selected and
identified as relevant to an area of interest. The type of data that needs to be collected is, on the
contrary, influenced significantly by original research questions. The collection of some significant
data is also focused that was related with where, when, how, and by whom the conducting of the
primary study occurred, the methods and design of research, and findings from the quantitative and
qualitative studies.

in the final step of analysing and synthesizing data were focused on collation, summarization,
aggregation, organization and comparison of the evidence that has been collected from the studies
that have been included. The presentation of collected data must imply a unique added value to the
current researchResearchers of the need for a literature review to be more than an entire collection
of publications, which should give them a coherent picture of existing knowledge on one subject.
To combine qualitative and quantitative data, there is a wide variety of techniques and procedures
about the use of basic theory, narrative analysis, meta-ethnography such as Frequency Analysis
meta-analysis etc (De Tudela, Rose and Stegemann, 2020).

The first step in this study was to code the collected data by looking for recurring ideas or topics in
the source material. Information was categorised by assigning codes or labels to various concepts
or discoveries. It's possible you'll need to use a coding system for this, or come up with one as you
go. The results, thoughts, and concepts from several articles were compared. Conclusions were
drawn after data analysis.

3.6.1 Thematic Analysis:

This study is based on the use of Thematic analysis for analysing the collected data. Identification
of recurring topics and ideas is included in this process in the prospect of the source material and
labels and codes are also assigned to relative concepts. Based on a comparison of concepts,
thoughts and results taken from different articles, some themes have been developed. The key
findings of this research are represented based on these themes

reports, articles, literature and other relative sources have been used in the collection of data at the
start of this process. The data was collected regarding customer satisfaction and service quality in
the prospect of the banking industry. A comprehensive level of understanding was developed
regarding the material used in the study in this step. Assigning of labels and initial codes was done
to relative patterns, ideas and concepts after getting familiar with the data. Identification of
meaningful units of data involved in this coding process that may be present in the form of
paragraphs and sentences and descriptive labels have been then assigned to capture the essence of
each unit (Shukla, Sushil and Sharma, 2019).

Grouping of similar codes was then completed so that potential themes could be formed. Recurring
ideas and shared concepts across different sources were focused on the grouping of these concepts.
Constant comparison and refinement of relative codes were included in this process for ensuring
that the essence of the data is captured accurately by the themes. After the identification of
preliminary themes, the review process started for ensuring that the scope and content of the data
has been represented accurately. Consistency a coherence level has been checked by researchers
across the dataset and within each theme. Refining and merging of those themes have been done
which did not reflect the data adequately and the creation of new themes has been done as needed
(Mažeikienė, 2019).

To summarize the underlying pattern and concept, each of the themes has been defined and named.
Concise and descriptive names have been chosen and selected based on which the core idea of the
theme was conveyed. The organization of identified themes was done into a coherent structure
which was aligning with the objectives of the research. Mapping was involved in this step which is
done for the relationships between different themes and a logical flow of ideas has been ensured.
The relationships and implications between them have been analyzed by the researchers with the
established themes. The connection has been explored between different themes (Gupta and
Sharma, 2022).

3.7 Strengths and weakness of the research method

Data sets that would be challenging or impossible to collect through primary research are often
made available through secondary sources. These data sets can help with generalisations and
statistical analysis, opening up new perspectives. Researchers don't need to spend time and money
gathering the data, as they have already been collected and compiled by third parties. The purchase
of data by an organisation requires less time, money and effort than if it were to be collected on its
own. As much secondary data can easily be found on the internet, it's a useful resource for
researchers. Several times, any specific data point has been looked at in detail as by reviewing
previous analyses, researchers can gain a more complete understanding of the facts and make their
studies. Secondary data are being collected by government agencies for quite some time. It is
therefore essential to have these forms of information to conduct a thorough investigation.
Secondary data collection, compilation and revision are often under the responsibility of subject
matter experts. The accuracy and usefulness of the data is high. The reliability and credibility of the
sources is one key factor on which the quality of secondary data depends. There is more reliability
and accuracy is associated with some of the key trusted sources including established database of
industry reports issued by the government and reputable academic publications. Data sets that
would be challenging or impossible to collect through primary research are often made available
through secondary sources. These data sets can help with generalisations and statistical analysis,
opening up new perspectives.. Secondary data may be used to establish provisional findings or
conclusions on a particular phenomenon under research (Gavrilescu, 2022).

The researcher must ask about the data collection organization's reliability and honesty. The
investigator has to spend a lot of time in this process. It will be impossible to verify any data that
has been made publicly available by a recognised data collection organisation. Data can be
collected by researchers with a vested interest, and these errors are reflected in the data. For
instance, a cigar manufacturer would attempt to gather survey information indicating that smoking
is not damaging to health. Even if the data collected are precise, they might not have been adapted
in a way which would be useful to the researcher. Think of a scenario where the researcher would
like to obtain monthly data. Data gathered and disseminated by an organisation in a yearly manner
will not have much meaning for the researcher. There may be a certain period during which the
relevant information could not be made available (Pazzagli et al., 2022).

3.8 Conclusion

This chapter provides an overview of the research methodology used in this current study. The
research design was considered, together with the relevant information relating to a systematically
structured method for literature reviews used in this study. Special methodological needs, such as
the methodology's target and guidelines, issue definition, data collection methods, features of
information analyses and interpretation techniques, have been highlighted in this chapter.
Discussion on the presentation of data was brought to a close in this chapter's Technical Section.
Ethical issues and details concerning the dissemination of findings from this study have been
discussed in Chapter Conclusions.
CHAPTER 4

4.1 Introduction

The critical aspect of customer satisfaction and quality of services has been evaluated in this
chapter from the perspective of the banking sector. Based on a comprehensive thematic analysis of
the data of the research, these themes have emerged as key findings of the study. For extracting,
analyzing, and distilling these themes, the use of Thematic analysis has been done. In this way,
valuable insights have been uncovered into the dynamics of service quality, the perception of
customers and the level of their mutual relationship.

A thematic analysis is conducted and performed on the topic Effect of Service Quality on Customer
Satisfaction: different kinds of systematic steps have been taken in form of evidence taken from the
banking industry of the UK. A thorough familiarization has been performed and conducted under
the process with the text that has been provided. Multiple readings have been involved in grasping
the contextual nuances. Assigning of initial codes have been made in prospect of the relevant
portion of the given text and some key concepts have been captured in this way such as dimensions
of service quality, factors of satisfaction of customers, and contribution and role of the employees
in context of the banking industry. Organization of these codes has been done subsequently into
potential themes and some relative topics that have been included in this included the level of
relationship between the loyalty of customers and quality of service, the role that is played by the
technology in increasing the level of satisfaction and level of importance of behavior of employees
(Parkurar et al., 2019). Refining of the themes has been done and completed based on an iterative
review process and in this way, it has been ensured that alignment and coherence was existed with
the questions of the research. Clear name has been decided for each of the themes and the level of
their essence has been reflected. For each theme, the construction of data charts has been focused
and this has helped in organization and mapping of the supporting text excerpts. Exploration has
been made on these excerpts for comparing of connections and variations within each of the
themes. Composing of detailed description related to each theme has completed and their content
has been contextualized and presented relative supporting evidences in the form of paraphrased
statements and direct quotes from the text. Conduction of a comprehensive thematic analysis has
been ensured by these steps and insights have been developed into the level of impact that is
created by the quality of service on satisfaction level of customers within the banking industry of
the UK under consideration of evidences (Fida et al., 2020).

4.2 Quality of service

In the conventional business days, marketing the product was the main concerning objective. But in
the recent era of business trends, customer satisfaction has become the preliminary objective of
business to drive sales. Nowadays, in modern business practices, consumer satisfaction has become
more important than the marketing and consumption process of the product. The service’s quality is
the main determinant of business success that is offered to the potential customers by the enterprise
(Myo, Khalifa and Aye, 2019).

There is a success in accomplishing and delivering quality services to lay an understanding of the
service sector in the target market and organization. The study and knowledge gained by the
customers to perceive and accept the services and banks will either win or lose the potential
customers in the company (Ali et al., 2021). Winning back lost consumers and retaining them in
the business is the most competitive strategy in today’s business practices (Alzoub et al., 2022).
This competition and less expected services also impend the advantageous position of the
organization with respect to the market. The researchers also concluded that the extent of service
quality in the banking sector in Iran and Europe perspective as suggesting that there are three basic
dimensions of the service quality technical, functional, and image (YuSheng and Inrahom, 2019).
The conclusion of YuSheng and Inrahom (2019). It is based on the overall service quality in
influencing the consumer's perception of services being incorporated with technical quality than
functional quality (Fida et al., 2020).

A positive correlation between qualifications of performance and service quality exists in the
banking service sector as a small part of perception is considered in the service sector of banking
(Dam and Dam, 2021.). It is also addressed that in retail banking, the higher level of service, it is
important to have high-quality services with respect to the customer’s perception and different
levels of infrastructure to facilitate the banks in providing timely, effective quality services to retain
them in the company (YuSheng and Inrahom, 2019).
In retail banking, there is high and rigorous competition with respect to customer services as bank
managers must rethink and reconsider the strategies and quality services to satisfy the customers
with respect to the service quality. The employees in the service sector of banking are mostly
customer-focused and continuous services are very vital and important to deliver quality services to
the potential customers (Parkurar et al., 2019).

The loyalty and trust relationship also determines the satisfaction of the quality services to the
potential customers to build long-term or short-term relationships for the quality services and
perceived quality services in the banking sector. (Ali et al., 2021). They also recommended
examining the relationships between financial products that required different kinds of attributes
and levels of services and relationship investment and examining the relationship between the
potential customer’s perception and service quality as different products are attributed with the
service quality satisfaction by the perceived and potential relationship contribution in the service
sector of business (Abror et al., 2020).

There are usually and basically five dimensions of SERVQUAL as reliability, assurance,
responsiveness, tangibles, and empathy in the service quality to be measured with respect to the
service providers and service quality as to be found the empathy of service providers to get
emotional intelligences factors to be explanatory in terms of retention of customers in the respected
company (Ozkun et al., 2020). Although, the relationship between the perception of customers and
service providence has an indirect and inverse relationship as the more the service company is less
empathic, the more the favourable behavioural intentions of the potential customers within the
banking sector in the market (Raza et al., 2020).

To foster and establish a loyalty relationship between employees and employers, similarity in
personal interactions is the key as it helps to interact with each other in a positive mood with each
other and connect to the consumers to enhance the satisfaction level of customers and increase the
company benefits of success and growth (Omoregie et al., 2019).

It is inevitable to overlook the importance of the front-line and desk employees in the company as
they are the main representatives of the company and increase the motivation of internal level
employees within the company to increase customer awareness, achieve high sales goals, and sales
orientation. Therefore, they are the main contributors to the financial banking sector with respect to
market orientation (Boonlertvanich, 2019). Different approved and highly anticipated strategies and
approaches are used to accomplish the resulting outcomes in terms of relevant theories as these
adaptive and advanced strategies must enforce and implement in all the departments of the
company to make sure of cohesive and consistent implementation of these strategies (Dam and
Dam, 2021). HR prior to the innovation and advanced technology acceptance plays an essential and
vital role in the success of the company with respect to the management of receiving and gaining
high attention in the competitive advantages.

There are different factors involved in the company’s success as organizational structure, project
involvement, training, social support, and self-efficacy of the employees with the expected and
anticipated employees performance in the working place. The right person must be allocated the
right time for the right job and duty to bring and increase customer experience and satisfaction level
to properly trained, motivated, supervised, and providing conducive working culture with clear and
motivated insight to the employee’s performance rules and regulations (Li et al., 2021).

In the banking sector market, customers' perception and the company’s offered services is
indirectly related as less empathetic services lead towards more contented behavioural intention by
the potential customers (Ali et al., 2021). The similarity in personal interactions is the key as it
helps to interact with each other to foster and establish a loyalty relationship between employees
and employers in a positive mood with each other and connect to the consumers to enhance the
satisfaction level of customers and increase the company benefits of success and growth. It is
noteworthy that fore-front employees in the company are of utmost importance as the rooted belief
to include motivation and loyalty, internal employees’ interaction within the company to all the
departments, and increase customer awareness and attaining company sales oriented goal to
enhance the market orientation in the corporation of service sector (Kurdi, Alshurideh and Alnaser,
2020).

4.3 Customer satisfaction

In the latest market of consumer originated from the manufacturing market. (Lee and Lee, 2020)
argued that customers are considered as king and a valuable asset to the business. Market are more
concerned with the customers and their anticipated and expected needs and requirement directly
impact customer satisfaction from the business and business success depends on customer
satisfaction. Hence, employees’ and provider knowledge with respect to customer satisfaction
really helps to improve their services and increase the level of satisfaction of customers in the
market. Each and every customer is distinct with respect to their needs, perception, and anticipation
level of products and services, and requirement of the products and services (Khan, Zubair and
Alnaser, 2020). In 1990, 14 different studies were conducted to analyze that with the reduction in
the loss of customers by 5%, there is an increase in the income by 25-95% in the business. It is
conducted that customer satisfaction is the most effective and reliable path of success for the
business to affect loyalty and increase the repurchase decisions of potential consumers (Fida et al.,
2020). The customer perception of the related products and services directly impacts the customer’s
satisfaction by comparing both the pre-purchase and re-purchase quality of products and services. It
is confirmed that there is a direct and strong connection exists between the real perceptions of the
product with the expected ones (Abror et al., 2020). Both customer satisfaction and consumer re-
purchase are connected as the better the service quality the more customers will be satisfied with
the providing services and return again and again to avail of that service (Pakurar et al., 2019). The
present experience of buying by the consumer is the outcome of the pre-purchase experience from
previous buying of the products and services. It is noteworthy that a consumer prior interaction and
experience with similar products and brands impact and influence purchasing behavior. Take an
example of a customer to have positive feedback from a particular product of a particular brand in
the past will influence his/her future purchasing decision for a similar product and from a similar
brand with a positive perception in mindset and vice versa (Prentice, Dominique Lopes and Wang,
2020).

These decisions of purchasing are dependent on the pre=purchase experience of the customers to
have an impact and these experiences also set a mindset and standard of these particular products. It
is essential for any business to improve the customer experience through exceptional and quality
services throughout their purchasing journey including both before and after purchase. Companies
are able to increase customer satisfaction from the particular brand and influence both before and
after buying as well as build loyalty towards brands in the company to retain the customer
engagement and shopping in the future (Raza et al., 2020).
Customer satisfaction is defined as the experience of the customers attain and achieve from
previous buying of products and services with increased satisfaction and loyalty relationship
develops between business and customers (Abror et al., 2020).

Customer dissatisfaction is the result of poor customer service in the business. A business only
sustains success and profitability with a high range of retained customers in the company. It is
estimated 25% increase in sales with the increased rate of customer retention in the business
(YuSheng and Ibrahim, 2019). To measure the gap and loopholes in customer services, there are
different parameters and techniques as responsiveness, empathy, reliability, assurance, and
tangibility. The elaborative nature and increased competition is the main characteristics of retail
banking sector in US as it emphasizes on tailoring and alluring customers through quality services
according to the potential customer’s needs and requirements and value their customers in the
company (Özkan et al., 2020).

Similarly, the competitors in the market also offers high-quality services to allure and attract
customers and retain their engagement in the company. The US retail banking sector is very
competitive and emphasis on the importance of personalized customer services to lead to a
connection between customer’s satisfaction and how employees are improving their working
efficiencies by providing excellent services. In the retail banking sector benchmarking on the
competitors are also considered as an essential step to attract and keep the customers (Abror et al.,
2020).

The customer’s satisfaction is impacted by the service quality and improved quality services by the
provider also considered as the quality elements in terms of service paradigm to effectively bring
customer satisfaction as the main priority in the service sector. In retail banking, many researchers
and theorists analyzed and studied different scales of service quality in the Indian Banking Sector
as measuring thirty-four main determinants of the companies through utilizing these scaling
procedures (Fida et al., 2020). The service operational activities and employee performance are
directly related as in terms of service operations to directly influence the customer’s perception of
banking services (Zouari and Abdelhedi, 2021). In today’s marketing world of business, customer
satisfaction is strongly related to consumer buying behaviour in the company. Each and every
company is in striving to get help from external agencies and other renowned resources to get the
information of customers to analyse and study the consumer’s buying behaviour through research
analysis (Vencataya et al., 2019). In convincing a customer to choose relevant products and
services, there are many factors that influence and impact the customer’s satisfaction after the post-
purchase behaviour in the service sector (De Bruin, Roberts-Lombanrd and Darbandi, 2021).

The repurchase intention of the buyer is dependent on customer satisfaction from previous products
and services through marketing sources of word of mouth. However, in the same manner,
dissatisfaction of the customers with the products and services of the company can also impact
drastically customers’ purchase intention and subsequently leads to negative word of mouth of a
particular product and company. Because satisfied potential customers prefer to talk about their
used services and products with others in the community whereas, dissatisfied customers will never
suggest the product to use and refrain from use in worst-case scenario (Khatoon, Zhengliang and
Hussain, 2020).

4.3.1 Relationship between Reliability and Customer Satisfaction

The ability of the provider to satisfy the clients with the services according to their needs and
requirement with accuracy and dependence is called reliability in the service quality standards. The
ability to use analytically skill to analyze and recogniz any uncertain situation and handle it with
workable solutions from the very start to provide and rendered promising services and maintain the
effort-free paradigm in the service sector in terms of reliability of service quality to impact and
strongly influence customer’s satisfaction level (Pakurar et al., 2019). In basic banking services,
basic views of reliability is comprised of providing services to be accurate in the completion of
orders, accuracy and error-free balance records, and maintenance of the recorded quote and data.
All the above-discussed basic factors are essential and critical for convincing services in the
banking sector (Ramya, Kowsalya and Dharanipriya, 2019).

4.3.2 Relationship between Assurance and Customer Satisfaction

The employee’s manners, knowledge of products and services and courtesy refer to the assurance.
Moreover, it is also defined as the ability of employees to gain insight into the company products
full details to better demonstrate to the potential customers (Li et al., 2021). Gained knowledge of
employees will also incur confidence and trust in themselves to better represent the product and it
will help in gaining customer’s satisfaction to the related brand and product. In terms of banking
sector, assurance refers to the financial assistance in a friendly and polite manner, comfort or
convincing the customers, ease in accessibility of the required data, and a professional management
team to satisfy the customers (Raza et al., 2020).

4.3.3 Relationship between Tangibility and Customer Satisfaction

Ozkan et al. (2020) also define tangibility in the business as an equipment, facility, and appearance
look of the employee and overall management team in the company. Moreover, the ease of the
employee in visibility of all the resources required to provide exceptional customer service to the
potential clients, ease of accessing the written materials of folders, brochures, pamphlets, and
information catalogue to assist clients with full proficiency and visibility of resources in the
customer satisfaction. Other examples of tangibility of the services in terms of sophisticated
equipment, attractive ambiance of the bank also help to increase customer satisfaction (Omoreige
et al., 2021).

4.3.4 Relationship between Empathy and Customer Satisfaction

In terms of customer satisfaction, the empathy of the employees is also very important to provide
quality services to potential customers. Moreover, the research also indicates that anticipation of
the required services by the customers than competitors can be significantly impact the customer
satisfaction in the service sector. There are different factors and considerate steps to increase and
built effective communication between management and customers through convenient working
hours, customer’s needs and tailoring of the required services and plans by the management in the
banking sector (Li et al., 2021).

4.3.5 Relationship between Responsiveness and Customer Satisfaction

It is also defined as the interest of employees to provide quality services to potential customers in
the banking sector. The research also elaborate that willingness and preparedness of the company
employees to provide and increase customer satisfaction and experience through their delivery of
the services according to their requirements and expectations in the service sector. It is possible
with personalized experience to the customers, individualized customer attention, monitoring any
kind of issue and problem that customer might experience and any other matter concerning their
buying experience and transactional security in the banking sector (Nguyen et al., 2020).

4.4 Role of service quality in banks

Contemporary and traditional business milieu refers to the sector of potential customers who
consider quality as the top priority and crucial factor in the success of the business by providing full
competitive quality services to them (Pakurár et al., 2019). The quality services provided to the
customers not only increase customer satisfaction but also lead to high profitability in the market.
Many studies also revealed that the loyalty of the customers is the prime factor for business success
and influences customer behavior, convenience, and tangibles in the target market (Alzoub et al.,
2020). Many researchers also being conducted by different researchers to illustrate different
dimensions of quality services to impact customer satisfaction. In terms of banking sectors such as
tangibles, competence attitude of the employees, and convenience of the services (Kurdi,
Alshurideh and Alnaser, 2020). Technology convenience, easiness in using these techniques and
equipment, loyalty, and customer services are all important and necessary factors in the retail
banking sector’s success and prosperity. In business, the most important element that refers to
attracting and maintaining, and retaining customers is customer satisfaction. This hypothesis brings
and enlightens many of the studies and research for the researchers and individuals of academics to
study extensively about service quality. Many public and private banking sectors also conduct
different studies and different authors have mentioned only small and little differences between
public and private banking sector services and strategies (Fida et al., 2020).

4.5 Role of customer satisfaction in banks

There are mainly three dimensions are studied with respect to the customer’s satisfaction as
tangibility, employee behaviour with the customers, and information technology to ease the
providing services. The convenience refers to the ease during decision-making, accessibility of
required data and information, transaction, post-benefit, and benefit convenience. It is concluded
from the research study on the private sector of banking that all the above dimension discussed in
terms of customer satisfaction has a positive impact on the business and customer satisfaction
except for the tangibility of the services as in the case of the private sector (De Bruin, Roberts-
Lombanrd and Darbandi, 2021). Whereas, both tangibility and benefits conveniences are included
in the exceptions to have a positive impact on the customer’s satisfaction in the public sector of
banking. The satisfaction of customers also has a positive impact on different factors such as
loyalty, price flexibility of products, awareness, and repurchase process and are directly
proportional to customer satisfaction except price flexibility which has an inverse relation with the
satisfaction of customers in the banking sector (Kermanshachu, Nipa and Nadiri, 2022).

4.6 Service encounters

The time taken by the customers to interact with the services provided by the company is called
service encounter. This service encounter includes telephone communications, e-mail, face-to-face,
and automated systems at all. It is considered as the first stage to judge the service quality provided
by the company as it is also known as service scapes as to provide physical environment to be
delivered and when the interface between the customers and providers takes place in the company
(Demir et al., 2021). Service encounter also called ‘service scapes’ as to be considered the style and
physical appearance along with other experiential elements to be faced by the potential consumers
in the market. It is also measured as the transactional services encounter to satisfy the customers
and build long term relationship between customers. However, it is also vital to identify the distinct
construction of the factors impacting on the services provided by the provider in the target market
(Kurdi, Alshurideh and Alnaser, 2020). A chance and opportunity for the company to content the
encountering customers, to boost the value of the products to build long-term relationships in the
target market. It refers to as service encounter as building interaction with the customers and
employees. It is also considered as the time frame to directly interact the service provider in the
market, it is also considered as the critical determinant of the consumer satisfaction with the
provided services of the provider. The personal and employee’s interaction are very essential in
business-to-business contexts as to gain insight into the individual episodes to understand the
company attributes (Xu et al., 2020). It is also referred to as the silent salesman in terms of services
to communicate between the customers and personnel to understand and gain insight into the
service experience and include in the customer expectations. The service determinants also
encounter to satisfy the co-orientation of the interdependence of client and provider perception in
the business.
There are variables set standards of client’s risk perception, task communication, satisfaction,
complexity, and congruency in the company subjective to test the responses from the service
provider collaborations in the service business settings. A competitive advantage of the service
company is to deliver high quality services (Raza et al., 2020). Therefore, in the service company,
costs regulation and management is a major challenge for the service managers to accomplish the
products and services of high quality from the company. The service section in the company plays
an essential role to satisfy the customers with its intangibility, heterogeneity, and inseparability as
to considered as the moment of truth.. The personal and employee’s interaction are very essential in
business-to-business context as to gain insight into the individual episodes to understand the
company attributes. The customer satisfaction also influenced by the discrete sets of services
provided by the company to the potential customers. It takes considerable amount of time and effort
to design and establish a service environment and is a costly procedure in the target market
(Trivedi, 2019). It is very acknowledging situation for customer satisfaction but customer loyalty is
another thing as service encounter has an impact on the customer’s satisfaction as to communicate
and interact with the customers to build a long-term relationship. There are different factors to
consider in the intention to return in the company as the main aims of service sector. Berry also
says that trust is a very crucial factor in the business as it builds confidence in exchange partnership
and integrity of the target customers (Ramya, Kowsalya and Dharanipriya, 2019). A company’s
reputation is dependent on the new partner to minimize risks of making the wrong decisions and
invest in the changing required by the company to lower the barriers of new entrants in the
business. In terms of banking service companies, there are many types of communication means
that companies utilize to interact with the customers through telephone communication, face-to-
face, email, time taken to communicate, the customer’s waiting time required to communicate with
intermediaries in the company, the total number of times required to correct the problem and fix it
to made correlation with the problem in calling intermediate customer service center. Service
encounters also exist with a level of satisfaction and dissatisfaction with different basis for the
measurements in the banking sectors (Khan, Zubair and Malik, 2019).
4.7 Waiting time

Waiting is frustrating as in this fast-paced world everyone is busy with their things. Customers also
hate to wait in the business. An organization has to properly design the services of the company
with special care and it also minimizes the waiting time with practicality difficulty.

The customer’s behaviours are also directly impacted by the time required for the customers to get
the service and product from the company. It is very important for companies to implement this
waiting line strategy as to express lines generally used in the local supermarkets at counters with
service facilities and has own separate line to get the required products (Kermanshachi, Nipa and
Nadiri, 2022). There are two basic and important analytical models, one of which consists of
services that facilitate the one common waiting line and contain independent queuing in the located
company and business. The main and vital objective of service managers is to minimize the time of
consumers in the service sector of the bank. Therefore, it is important to satisfy the customer’s
waiting with significant effects on the customer’s decisions (Lee and Lee, 2020). The capacity of
the tellers in the company also considers as the strategy to minimize the wait times with cost
deliberation in the bank sector. Customer satisfaction also is poised with cost reduction and
attentions to redesign the queuing system, managing customer behaviours, perception, and systems
and waiting of the customers in the company (Boolertvanich, 2019).

In the service sector, queuing configuration also increases the locations, spatial requirements and
effects in turn of the potential customer’s behaviour, and feedback with regards to the delaying
magnitude with influencing customer’s behaviour and attitudes finally in some examples, a
company also considers a market share in the respected market (Afthanorhan et al., 2019).
Customers also find it frustrating when websites takes time to load endangers but there is no
certainty as customers’ perception and retrospective expectations are also considered in the waiting
time consumer’s demands of the website and site. There are very good examples to manage the
perception and expectations of waiting times in the company. There are many other examples of
different service companies as hotel group to receive compliments from their potential customers.
Mirrors are also installed near the guests waited for the elevator (Shankar and Jebarajakirthy,
2019). Complaints also reduce by attracting customers towards physical appearance as to distract
their attention from the wait of the elevator in the hotel. Customers are willing to wait for some
time also being pleased quietly and have a more exceptional customer experience. The waiting area
structure and infrastructure also attract the customers to produce feelings of unfairness and injustice
to wait in parallel lines with multiple servers with both waiting regarding the relative position in the
waiting queue (Shabbir, 2020). Customers waited in parallel lines with the multiplication of the
groups of customers to wait for the identical amount of time for customers to allow customers to
make sound decisions to afford to wait some time and should come back in the company and build
long-term and loyal relationships. The queue information, reasons for waiting time to be useful for
the potential customers, upcoming services and different reasons of waiting for the single and
multiple servers. The plan to use the time to wait and a positive to let people recognize different
places in line with the changing in more time to be served in the server company. In conclusion,
different people prefer a sense of the line to remain served in the service company (Alzoubi et al.,
2020). Many researchers also state that travellers use perceive time in public transportation
spending time waiting for the bus or train to pass one than the time to spend time on private
vehicles. In the service company, satisfaction and dissatisfaction also depend on the identification
of causes with the stability and control of the cause of waiting for the required services. The service
waiting directly interact between service delivery and customer processes. The satisfaction of the
waiting service in the food sector with the demonstration with actual waiting time, disconfirmation
between expected and experienced time waiting as all these factors are considered as essential and
important for the waiting perception (Uzir et al., 2020). Customers also conclude that potential
customers are more worried about their time, perception of time. The particular attribution also
include waiting with both cognition and emotions as different mood swings and affects service
quality, personnel in contact, customer’s empathy and assurance to provide best and reliable
customer satisfaction as to affect the attribution of the perceived service quality. In the service
sector, the resulting fractions but also contribute as the whole process in the company (Omoregie
eta l., 2019). The impact of the service and product on the potential customer’s reactions over wait
and different delaying in nature also pose a threat to companies who fail to complete the tasks, the
moderate impact of service stage on consumer’s reactions to wait. People do not like wasting the
time with unproductive activities as to waste money. People are very productive in this fast-paced
world and prefer to spend their time with smartness and effectively. Strong emotions also stimulate
the delaying services as anger and frustration (Fauzi and Suryani, 2019). The beforehand delivery
also impacted a lot on the length of the time period with respect to the prospective judgment as
other events can influence the delay in time is shorter. On the contrary, people are also experienced
with delaying prospectives of time waiting as to experience it as retrospective judgments the longer
the time of waiting the more perception fluctuation in the customer behavior of purchasing (Ali et
al., 2020).

In the service company, satisfaction and dissatisfaction also depend on the identification of causes
with the stability and control of the cause of waiting for the required services. The service waiting
directly interact between service delivery and customer processes. Disconfirmation between
expected and experienced time waiting as all these factors are considered essential and important
for the waiting perception (Balinado et al., 2019). Satisfaction and somehow loyalty also is
impacted and influenced by the waiting of services to be offered by the provider. The waiting time
by the provider can be affected and influenced to be smooth and affected more satisfactorily to wait
for the environment than shortening of the objectives and services waiting time in the company.
The success of the waiting strategy can bring success for both potential customers and company
success in the market (Saleh et al., 2021).
CHAPTER 5 CONCLUSION AND RECOMMENDATION

5.1 Findings of the study

There are many studies that found a connection between customer satisfaction and service quality
in the banking sector. (Vencataya et al., 2019) also investigated that there are key factors to
influence the service quality over the satisfaction of the customers in financial companies. A
sustainable impact also examined service issues over to customer satisfaction and their intent to
switch to other companies and avail of other services. It is also suggested that it is very important to
have service quality of top-notch quality to increase customer satisfaction in the business. There are
many Islamic banks across the globe that access and evaluated their performance based on the
customer satisfaction level. A realistic study was performed by Islam in 2021 to calculate and
measure the percentage of customer awareness and satisfaction by using a 206-respondent sample
in the Islamic banking sector in Jordan. It was examined that customers are very much aware of the
product and it also concluded that most of the customer’s complaint about the quality services.

Zouari and Abdelhedi (2021) also conducted research to investigate and evaluate the relationship
between customer satisfaction and service quality to use the original SERVQUAL instrument with
10 different scopes. This study also relates between quality service and customer satisfaction.

It also gained quite an importance as time passed as it increased rigorous competition among
service companies. It was also studied that customer satisfaction also impacts the customer’s
behavioral attitudes in the market. It was also examined that a strong impact of customer
satisfaction on the decisions made by them to stay with the existing service company and restrain
the negative behavioral intentions (De Bruin, Roberts-Lombard and De Meyer-Hydenrych, 2021).

A research study was also conducted that examine a comparative analysis of Korean and Australian
banking sectors as to examine and recognize the quality management services and its resulting
outcomes on retaining customers in the company. It also suggested that companies should
concentrate on their services to be provided to the potential customers to boost their confidence in
the company and increase customer satisfaction. It will also lead to the long-term benefits and
success of the company to have prosperity in business (Ahmed et al., 2022).
Khan, Lima and Mahmud (2021) conducted that now in the recent financial era, the banking sector
has become aware of the significance of the provided services and emphasizes the quality services
in this rigorous competitive business world.

Customer behaviour in retail banking also considers service quality and its resulting outcomes to
observe the customer’s satisfaction or dissatisfaction over the poor quality services technologies
implementation and utilization in the financial institutes. The banking sector also has become more
conscious about performance evaluation with regard to the quality of services to meet the potential
customer’s demands and expectations (Othman et al., 2019).

There are also findings revealing that a positive connection is examined between customer service
quality scores and financial performance in the company. It is inevitable in terms of financial
companies to compete for different products and services as almost each and every financial
institute and bank offered similar services to their potential customers. However, it is suggested that
banking sector must maintain and cooperate with the service level by proper allocation of potential
resources to meet customer needs and requirements. It is also investigated that institutions have to
consider updated and reasonable procedures to consider the overall satisfaction of the potential
customers (Ozkan et al., 2020).

However, Al-Slehatm (2021) evaluated that it is very important with respect to the expectations in
the financial and service sector to impress and satisfied the potential customers with the quality
services.

A tested and measured research was conducted by Pakurar (2019) to compare the traditional and
Islamic banks in UAE with respect to service quality. The study concluded that there are four major
foundations and dimensions to have significant consequences and only personal skills and values
are critical and crucial to determine the service quality in Islamic banks.

Some researchers also examined that the found study in the banking sector also has a quality
relationship with the quality of a certain and satisfied customer in the company. Both satisfied and
dissatisfied customers have clear feelings towards the service quality experience.
Raza et al. (2020) also examined that in the service sector, customer satisfaction plays a crucial role
to become an intermediate in the relationship between financial performance and the proposed
quality services in the company. In another work, it evaluated that in the Malaysian Banking
industry, overall customer satisfaction with the proposed quality services is important after
conducting data research from 220 customers from 15 different retail banks in Malaysia.

Fida et al. (2020) also suggested that the banking sector should start service quality improvement in
order to increase customer loyalty and satisfaction.

5.2 Conclusion

There are a number of research work in literature conducted to examine and study the relationship
between customer satisfaction and service quality in the financial institutes of the banking sector
which indirectly but with great potential affect the customer’s loyalty. But the resulting data is still
not clear about customer loyalty. But there is still lacking data to determine the relationship within
the researcher’s findings to address the impact of provided services upon the customer’s
satisfaction and loyalty. The other variables also being very impactful in the development of the
institutes and banking sector to implement in the merging programs. The findings also provide
distinct values to the managers in the companies and leaders to learn how to measure the customer
satisfaction with respect to the increased loyalty to their jobs (Li et al., 2021). However, the service
quality also influenced customer satisfaction to get resulting outcomes in the following research
studies. Firstly, these services of quality impact customer satisfaction. Secondly, this customer
satisfaction resulted in increased customer loyalty. Thirdly, in the banking sector, there is no direct
relation of quality services with the customer’s loyalty. The results of all the above findings
conclude there are many recommendations of realistic measures are provided (Khatoon, Zhengliang
and Hussain, 2020).

The banking sector must focus on the maximum service quality to satisfy the potential customers
and maintain the loyalty of the customers in the service company. The researchers also can launch
other studies to evaluate the strength of the banking service quality and potential customer’s
loyalty, trust, e-commerce, managerial, and business global companies and its resulting outcomes
on the banking success and profitability (Rusmahafi and Wulandari, 2020).
5.3 Managerial implications

There are certain qualified measuring recommendations are provided as these studies are very
important to have implications for the company managers in the commercial banking sector with
respect to the service quality provided to the potential customers, and customer satisfaction as the
result of quality services providence. Managers must be aware of the services provided to the
customers to bring satisfaction from the studies (Supriyanto, Wiyono and Burhanuddin, 2021).
Particularly, the managers must be aware of these various dimensions of the services to be provided
to the potential clients and different scopes and segments included in the quality services assuring
of the significant services to foster quality satisfaction to the potential buyers in the company of
banking firms in Jordan. It is evident from the results that delivering customer services increase the
quality of the provided services to boost customer satisfaction in retail banking firms. Customer
satisfaction is influenced critically by the responsiveness of the employees, empathy, reliability,
and tangibles of the employees to the potential customers in the service sector of banking (Khatab,
Esmaeel and Othman, 2019).

It also proves that the managers in the company must be aware of assessing and monitoring the
quality services provided to the potential clients in the bank on a periodic basis. It is important to
make companies able to evaluate and identify the areas of improvements to be needed from the
customer’s viewpoints with the regular identification of areas of improvements with respect to the
customer’s point of view, and to emphasize the masked and other aspects of hidden attributes with
respect to the customer’s satisfaction in the company. These identification of the traits are
important to assure the quality of the services to improve the service quality to boost the
satisfaction level of customers from the company’s quality services (Surahman, Yasa nad Wahyuni,
2020).

It also determines that managers and decision-makers in the Jordan banking sectors will be more
benefited if improve and include service quality measurement with more explicitly on the scores
obtained from the dimension of quality services. Each of these dimensions are incorporated with
the appropriate items in the company. It is very useful from different aspects such as it will benefit
the improvement of the targeted dimensions to improve the quality services, increase customer
satisfaction to be impacted by the potential quality services, utilization of these scores to make
sound decisions in the company, and identifying the key factors in the company of services to drive
better customer’s satisfaction. All these dimensions with respect to customer satisfaction are also
very important and being used across the whole aspects than to use a single strategy to measure and
evaluate all these dimensions in the retail banking sector. All these aspects are of different sizes and
have distinct features that can be used according to the financial firm requirements
(Teeroovengadum. 2022).

It is also suggested that the manager in the banking firms to overly dependent on the operational
measurements that are quite distinct from potential clients’ perspectives. This brings a gap between
the customer satisfaction and service quality as a perception of service providence with respect to
the actual service provided. Therefore, it is also not possible for the banking sector to develop a
suitable and systematic measuring evaluation assessments of the perception of the quality services
provided to the potential customers (Zouari and Abdelhedi, 20221). There are different parameters
to measure the quality of the provided services such as tangible, assurance, responsiveness,
empathy, and reliability. As the study is considering the banking sector as a general perspective, the
methodology is also generalized to apply and easily measure the quality of the service in other
banks. There are many benefits that service managers can acquired by examining all these links in
the service sector with customer satisfaction on the aggregate. The model and measuring method
can also be applied to empirically investigate the service quality and employ the resources to
compare across all the countries, companies, and in time providing in the customized scale of
SERQUAL approach (Islam et al., 2020).

5.4 Future Study Directions

It has been identified from the empirical and ground research that it is required to have extensive
research in future with respect to the quantitative approach including with other essential aspects to
be considered in exploring and examining the connection between quality services and customer
satisfaction that can be illustrated as the connection between personality traits of entrepreneurial
skills and capitalist to analyze and evaluate the overall impact to be created on the success of the
entrepreneurial ventures (Pakurar et al., 2019). Moreover, many studies have also been conducted
with respect to the requirements of the differences and distinct fractions in concluding that proper
and adequate information is important for further studies to emphasize the practical implications of
different and distinct requirements to link and connect the performance of the organization. It is
also distinct from the recent research that the meta-analytic approach of research is also one of the
major approaches to be adopted by future studies to draw certain results. Identification of
substantial findings is important with respect to the larger studies from the quantitative and
positivist context of analysis in the banking sector to evaluate and examine the relationship between
customer satisfaction and quality services (Othman et al., 2019).
PERSONAL REFLECTION
An enlightening and introspective journey has been experienced by the process of engagement that
has been made with the secondary research on the topic of research that was “"Effect of Service
Quality on Customer Satisfaction: Evidence from the UK Banking Industry". Based on application
and use of Gibbs Reflective Cycle, various kinds of stages have been reflected by this reflective
essay that was focused on evaluating steps of research, identifying insights, thoughts and emotions
that have been developed and raised during the process of research. A structured framework has
been provided by the Gibbs Reflective Cycle for analyzing, and learning from experiences and
providing help in identification of key areas of improvement and growth ( Adeani, Febriani and
Syafryadin, 2020).

I have conducted and performed a parallel process of reflective learning as one important and key
part of my writing process and dissertation research. The purpose was based on capturing some
important and key points of personal development, learning and growth that have been resulted
from my course of study. It is a fact that more academic aspect has been reflected in the results
presented in my dissertation but important thing is that the less tangible elements of my
performance have been considered in this report. The focus was based on the way I approached the
task and what could be done in effective and better way. The aim was based on ensuring that I
have developed effective learning based on my experiences and under use of reflective approach I
have gained better understanding and insight of how research can be tackled in an effective way.
Before embarking on my dissertation, this is one important aspect that I have considered in
prospect of a long term development plan. I have also identified and learned effective way of
conducting reflective practice under the appropriate level of guidance and feedback that I have
received from my academic institution. MBTI assessment is one kind of assessment that I have
performed at this level for gaining better understanding how my learning preferences are shaped by
my personality type. I have noted that I was working as reflector based on this and from my
subsequent preparatory readings around styles of learning such as someone who is interested in
being more comfortable when time is given of thinking about some new situations. There are some
'activist' tendencies which have been also displayed and I was highly interested in exploring some
new challenges and at this level one thing that I have recognized is that I prefer of observing and
collecting the information before developing and displaying a greater level of understanding
(Tawanwongsri and Phenwan, 2019).

I have taken a decision of maintaining a journal because I was focused on capturing and combining
both of my attitude and feeling and my activities at that time. In prospect of my learning
preferences, I have noted that this approach suited and I have used at this level the structure that
had been introduced by Knott and Scragg (2013):

 Reflection – What kind of issue was resulting into creation of a concern at the writing time
such as an in ability of motivating myself for starting secondary research.

 Analysis – consideration of thing that is happening and what kind of assumption I have
made and what it is showing regarding my practices and beliefs and how others are viewing
this.

 Action – after reviewing of the journal entry the next step I have considered is to consider
what actions are required to be taken such as should I take long term or immediate actions.
For instance, I sought help from my members and tutor in reviewing my entries regarding
secondary research. I have gained both motivation and support from them.

Kolb's cyclical model of learning has been adopted in prospect of building my reflective learning
around this journal and the reason behind this was that the critical material was provided by entries
that was required for encouraging me of learning, adapting and developing. My subsequent
reflection and evidence of the experience has been provided by the journal ('Do' and 'Observe'),
helped and supported the required level of learning for providing me a certain level of help of
adjusting my approaches in the future ('Think') and ensuring that a plan of personal training and
development has been created so that I can ensure that I have developed some necessary and
required experience and skills. However, the importance of my emotional state and feelings have
been indicated based on an early review of my journal entries and I have adopted and used this
approach subsequently for applying the Gibbs experiential learning cycle (Močinić, Tatković and
Tatković, 2020)
OBSERVATION, REFLECTION AND FINDINGS
Provision of the most significant material has been emerged as one particular issue after
identification of different level of experiences of learning and areas of training and development.
Based on use of Gibbs experiential learning cycle some key points have been presented.

Description

At first it was both thrilling and intimidating to embark on the adventure of secondary research.
The enthusiasm was driven by the possibility of contributing to understanding a major business
phenomenon. However, because of the number of available information, there has been a problem
and challenge. In perspective of consideration of different kinds of sources including academic
journals and business reports, were hard to search for. There was a whole range of emotions in this
phase, from enthusiasm to frustration.

Feelings

I have encountered different kinds of emotions during the process of collecting information. I have
increased my motivation and developed some of the key insights.

. There was a sense of accomplishment and satisfaction in finding relevant information, and
connecting with one another. On the other hand, periods of self-doubt and uncertainty followed
when faced with gaps in the literature or contradictory findings. It had been difficult, but also
enlightening to deal with these emotional highs and lows.

Evaluation

I have realized based on reflecting on the process of research that some of the stress could be
resulted by the structuring of my approach and this may happened during the phase and stage of
collecting information and data. Specific criteria of evaluation, parameters of search, and specific
objectives of research have been outlined by creation of a clear plan and based on which the
overloading of information could be prevented and process could be streamlined. In addition to
this, the organization of key findings has been facilitated based on a more systematic note taking
approach (Mumford and Dikilitaş, 2020).

Analysis
The importance of the ability of managing emotional level fluctuations during the process of
research, structured methodology of research and effective time management has been highlighted
by analyzing this experience through the lens of the Gibbs Reflective Cycle.

Conclusion

In concluding it could be said that it was a great and valuable experience of learning that I have
gained in the journey of conduction of secondary research on the level of impact of quality related
to service on satisfaction of customers in the banking industry of the UK. A framework has been
provided and given by the Gibbs Reflective Cycle for growth and introspection. Forth moments of
frustration and excitement have been brought by the process but some levels of insights have been
developed regarding the way person and academic development could be made. I have shown
greater level of commitment of applying the lessons that I have learned so that I can complete my
future research projects effectively.

Action Plan

One key challenge that has been faced in taking time of reflecting on this incident that was based
on engagement of view of the members of peer group and examine my own opinions and
perceptions in critical way. I have an ability of developing effective action plan so that such issues
could be solved. Following are key aspects of action plan.

 In terms of making apologies for my poor performance I have contracted with five
respondents and I have asked them of repeating the interview. An agreed response has been
given by three respondents and discussions that have been conducted subsequently with
such individuals have allowed me of requesting feedback from them which was effective in
terms of measuring and quantifying performance.

 In terms of becoming more comfortable in such kind of scenarios, I have taken help by
attending interviewing technique course sponsored by the university. I have also learned
about tools and methods through this that could be used in conduction of qualitative
research interviews.
 I had been looking for help from a community of similar practice prior to the subsequent
interviews and participated in several "'role-play" activities, which helped organize my
thoughts and method of analysis.

 I have designed a more casual café environment for future interviews, rather than using the
conference room. And that enabled me to relax more, thereby improving the discussion and
flow of information.

 I have reduced the intensity of interview schedule in order to give myself time to review my
performance after each interviews, and further refine my skills on this subject (Mumford
and Dikilitaş, 2020).
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UNIVERSITY OF HERTFORDSHIRE

MSc IB Research Project Supervision Log

This is an important document, which will need to be attached to your Research Project when submitted to
demonstrate the minimum of 7 interactions with your supervisor.

Student’s Full Muhammad Umair Saleem Student ID: 20057321

Name:

Supervisor’s Name: Sara Ashencaen Crabtree Module Leader’s Charlotte Bryce

Name:

Major Research Project Topic:

Effect of service quality on customer satisfaction : Evidence from the UK banking industry

SECTION A: MONITORING STUDENT MAJOR RESEARCH PROJECT PROCESS

The plan below is to be agreed between the student & Supervisor and will be monitored against progress made
at each session.

Milestone/Deliverable Date
Activity

Final details of proposal to be agreed between student and supervisor 2 5 0 4 2 0 2 3

Suggest milestones are:

1 Refine initial proposal 2 3 0 5 2 0 2 3

 2 Complete literature review

2a Draft 1 review 0 8 0 6 2 0 2 3

3 Complete methodology section 2 7 0 6 2 0 2 3

3a Draft 2 review 0 6 0 7 2 0 2 3

4 Complete data collection 1 0 0 7 2 0 2 3

5 Complete data analysis 1 5 0 7 2 0 2 3

6 Complete conclusions and recommendations 0 7 0 8 2 0 2 3

6a Draft 3 review for feedback 1 8 0 8 2 0 2 3

SECTION B: ETHICS

Ethics form protocol number (Primary Research Only): N/A

SECTION C: RECORD OF MEETINGS

The expectation is that students will meet their supervisors up to seven times and these meetings should be
recorded.
Meeting 1

Date of Meeting 25/04/23

Progress Made
April 25 first session i was working on previous topic effect of social media on
education system. I shared that topic and supervisor send me back after
comments on it and said its lengthy topic and need to change it.
Agreed Action
Change the topic

Student Signature
Muhammad Umair Saleem

Supervisor’s Signature
Meeting 2

Date of Meeting 09/05/23

Progress Made
Facing some issues regarding choosing either qualitative or quantitative
research. Did discuss some points and finally agreed with research

Agreed Action
Start quantitative research

Student Signature
Muhammad Umair Saleem

Supervisor’s Signature

Meeting 3
Date of Meeting 16/05/23
Progress Made
I got access to my qualtrics account and start working on my ethic forms

Agreed Action
Ethics forms

Student Signature
Muhammad Umair saleem

Supervisor’s Signature

Meeting 4
Date of Meeting 23/05/23
Progress Made
Completed my chapter 1 and send it to supervisor for comments. And on 23
may my supervisor wants me to discuss research methodology but due to my
family issues I had to fly back home to my country and unable to discuss it
Agreed Action
Start working on research methodology

Student Signature
Muhammad Umair Saleem

Supervisor’s
Signature

Meeting 5
Date of Meeting 20/06/23
 Initially I chose to do primary research but wasn’t able to verify my
Progress Made
questionnaire from ethics team so on advice of my supervisor Sara I opted
for secondary data. I am bit late in my research project but with the help of
my
supervisor I‘ll be able to cope up soon and top of it my research project
module wasn’t showing on my canvas and I already missed my draft 1
submission. Now I shall submit chapter 1 and chapter 3 in draft 2 and start
working on chapter 2
Agreed Action
Changed chapter 1 and start working on research methodology
Meeting 6
Student Signature
Date of Meeting Muhammad Umair Saleem
10/07/23
Progress Made
Supervisor’s I submitted my chapter 1 to 4 for amendments. Chapter 1 to 3 already
Signature amended according to supervisor comments.

Agreed Action
Attend session on how to write reflection. Should compiled all chapters and
will submit it to Supervisor for final review.

Student Signature
Muhammad Umair Saleem

Supervisor’s
Signature

Meeting 7

Date of Meeting 07/08/23

Progress Made
All the chapters submitted along the reflection except reflection all chapters
has been amended. Also submit supervisor logs for supervisor signature.
Agreed Action As it is discussed regarding the methodology aspect i need to make it clear for
reader that i am using thematic analysis which should be discussed in chapter
3 and remind it in chapter 4 again for reader.
Student Signature
Muhammad Umair Saleem

Supervisor’s
Signature
SECTION D: COMMENTS ON MANAGEMENT OF PROJECT

(Optional - to be completed at the end of the Major Research Project process)

Signature of Student: Date: 17/08/2023

Muhammad Umair Saleem

Signature of Supervisor: Date: 26 August 2023

Ethics Protocol Number (Primary Research Only):

 Secondary Research Declaration
I declare that my research involves ONLY secondary sources that any member of the public is legitimately free to
access and use without obtaining permission.

I declare that my research includes agreed access to the company / organisation / charity named in this dissertation;
I have permission to access sources which are confidential to it; and I have agreed to maintain the confidentiality
and integrity of these sources.

I understand that should I wish to amend my study and collect data from human participants, I am required to apply
for and receive UH ethics approval prior to recruiting participants and collecting data.

I understand that failure to obtain UH ethics approval for the collection of primary data constitutes a breach of
ethics and academic penalties may apply.
Programme Title : Msc International Business with placement

Dissertation Module : Charlotte Bryce

Leader’s Name

Student’s Name : Muhammad Umair Student’s : 20057321

Saleem ID Number

Student’s Signature Date : 29/08/2023

:

Supervisor’s Name : Sara Ashencaen Crabtree

Supervisor’s : Date : 29 August 2023

Signature