Title :	Service quality dimensions and customers satisfaction in Nepalese commercial banks
Material Type:	printed text
Authors:	Rajani Acharya, Author
Publication Date:	2018
Pagination:	105p.
Size:	GRP/Thesis
Accompanying material:	7/B
Languages :	English
Descriptors:	Customer satisfaction Service quality
Class number:	658.812
Abstract:	Customer satisfaction is often regarded as the consequence of marketing activity performed by an organization. Customer satisfaction leads to change in attitude of customers, repeat purchase and ultimately brand loyalty. Origin of the concept of customer satisfaction is derived from the marketing concept and generated through satisfaction of customer needs and wants (Sabir et al., 2014). Davies et al. (1995) revealed that concept of customer satisfaction is new to those companies which have given more preference to price and availability of products for earning profit. Therefore, there must be clarity as to what customer satisfaction really means. Thus, customer satisfaction represents the state of mind of in which the customer finds themselves in after using products and services offered by the company as compared to their pre-purchase standard and expectation. Service quality is a subjective phenomenon which varies from one individual to another. Therefore, it must be measured by encompassing different dimensions or components which constitutes the overall quality of service provided by the organization. According to Gray (2004), service quality provides lasting competitive advantage to an organization and also helps to distinguish the organization from the competitors. Thus, service quality not only serves as an ingredient for creating customer satisfaction but also helps to create product differentiation. The rapid change in technology has changed customer perception of service quality. Customer satisfaction is a fundamental goal of marketing as the purpose of marketing is to satisfy customers. According to Bloemer and Odekerken-Schroder (2002), customer satisfaction is the result of successful marketing that creates competitive value for consumers. Contemporary marketing efforts are geared towards meeting consumers’ needs and ensuring customer satisfaction to retain such customers (Hassan, 2008). The judgments of product performance are related to expectations that could enhance the customer satisfaction or brand loyalty and there existsa positive and significant relationship between service quality dimensions and customer loyalty (Awan and Rehman, 2014). The major objective of the study is to analyze the impact of various dimensions of service quality on customer satisfaction and customer loyalty of Nepalese commercial banks. The specific objectives are: to analyze the perception of customers on the level of service quality dimensions (reliability, responsiveness, assurance, tangibility, empathy and technology) of the Nepalese commercial banks, to examine the relationship of reliability, responsiveness, assurance, tangibility and empathy on customer satisfaction and customer loyalty, to determine the impact of selected service quality dimensions on customer satisfaction and loyalty, to find out the most important factor affecting customer satisfaction and loyalty in Nepalese commercial banks. The study is based on the primary sources of data. These data are used to examine the opinion of the respondent with respect to service quality and their satisfaction level of the Nepalese commercial banks. For the purpose of primary data collection, a set of pre-specified questions have been mainly utilized as the instrument. The questions are identified from the previous studies and have been modified in some cases as tailor or best suit in the context of Nepal. The questions were designed to get the behavioral, views, suggestion and perception related information from the respondents. Data were collected using well-formulated questionnaires. The questionnaires were self-adjusted, validated and pre-tested. The respondents represent customers of 20 Nepalese commercial banks. The data were collected through 140 self-administered questionnaires, which were distributed to 190 respondents and 140 questionnaires were collected. The study shows that tangibility, reliability, empathy, responsiveness and assurance have positive effect on customer satisfaction. Likewise, tangibility, reliability, empathy, responsiveness and assurance have positive impact on customer loyalty. The study also reveals that service quality dimensions have significant and positive impact on customer satisfaction in Nepalese commercial banks. The study concludes that empathy followed by reliability, assurance and tangibility are the most dominant factors that influence the customer satisfaction in the context of Nepalese commercial banks. Similarly, the study also concludes that the most influencing factor for determining customer loyalty is reliability followed by empathy, responsiveness and tangibility in the context of Nepalese commercial banks.

Service quality dimensions and customers satisfaction in Nepalese commercial banks [printed text] / Rajani Acharya, Author . - 2018 . - 105p. ; GRP/Thesis + 7/B.
Languages : English

Descriptors:	Customer satisfaction Service quality
Class number:	658.812
Abstract:	Customer satisfaction is often regarded as the consequence of marketing activity performed by an organization. Customer satisfaction leads to change in attitude of customers, repeat purchase and ultimately brand loyalty. Origin of the concept of customer satisfaction is derived from the marketing concept and generated through satisfaction of customer needs and wants (Sabir et al., 2014). Davies et al. (1995) revealed that concept of customer satisfaction is new to those companies which have given more preference to price and availability of products for earning profit. Therefore, there must be clarity as to what customer satisfaction really means. Thus, customer satisfaction represents the state of mind of in which the customer finds themselves in after using products and services offered by the company as compared to their pre-purchase standard and expectation. Service quality is a subjective phenomenon which varies from one individual to another. Therefore, it must be measured by encompassing different dimensions or components which constitutes the overall quality of service provided by the organization. According to Gray (2004), service quality provides lasting competitive advantage to an organization and also helps to distinguish the organization from the competitors. Thus, service quality not only serves as an ingredient for creating customer satisfaction but also helps to create product differentiation. The rapid change in technology has changed customer perception of service quality. Customer satisfaction is a fundamental goal of marketing as the purpose of marketing is to satisfy customers. According to Bloemer and Odekerken-Schroder (2002), customer satisfaction is the result of successful marketing that creates competitive value for consumers. Contemporary marketing efforts are geared towards meeting consumers’ needs and ensuring customer satisfaction to retain such customers (Hassan, 2008). The judgments of product performance are related to expectations that could enhance the customer satisfaction or brand loyalty and there existsa positive and significant relationship between service quality dimensions and customer loyalty (Awan and Rehman, 2014). The major objective of the study is to analyze the impact of various dimensions of service quality on customer satisfaction and customer loyalty of Nepalese commercial banks. The specific objectives are: to analyze the perception of customers on the level of service quality dimensions (reliability, responsiveness, assurance, tangibility, empathy and technology) of the Nepalese commercial banks, to examine the relationship of reliability, responsiveness, assurance, tangibility and empathy on customer satisfaction and customer loyalty, to determine the impact of selected service quality dimensions on customer satisfaction and loyalty, to find out the most important factor affecting customer satisfaction and loyalty in Nepalese commercial banks. The study is based on the primary sources of data. These data are used to examine the opinion of the respondent with respect to service quality and their satisfaction level of the Nepalese commercial banks. For the purpose of primary data collection, a set of pre-specified questions have been mainly utilized as the instrument. The questions are identified from the previous studies and have been modified in some cases as tailor or best suit in the context of Nepal. The questions were designed to get the behavioral, views, suggestion and perception related information from the respondents. Data were collected using well-formulated questionnaires. The questionnaires were self-adjusted, validated and pre-tested. The respondents represent customers of 20 Nepalese commercial banks. The data were collected through 140 self-administered questionnaires, which were distributed to 190 respondents and 140 questionnaires were collected. The study shows that tangibility, reliability, empathy, responsiveness and assurance have positive effect on customer satisfaction. Likewise, tangibility, reliability, empathy, responsiveness and assurance have positive impact on customer loyalty. The study also reveals that service quality dimensions have significant and positive impact on customer satisfaction in Nepalese commercial banks. The study concludes that empathy followed by reliability, assurance and tangibility are the most dominant factors that influence the customer satisfaction in the context of Nepalese commercial banks. Similarly, the study also concludes that the most influencing factor for determining customer loyalty is reliability followed by empathy, responsiveness and tangibility in the context of Nepalese commercial banks.