Customer Perception of Services Quality in The Retail Banking Sector

摘要

Service quality is becoming more crucial for banks to maintain their market shares. This study tries to identify the perception of customers of banks through the relationship of five factors along with the demographic characteristics of customers. A total of 304 retail banking customers have been taken for the study and convenience sampling method was adopted for collecting a sample. Factor analysis revealed five factors and results of analysis of variance (ANOVA) indicated that while age, gender, occupation have no significant effect on customer perception of service quality and income and qualification differs significantly.