The current research aims at identifying the causality relationships between SERVQUAL dimensions i.e. tangibility, reliability, responsiveness, assurance, and empathy and demographics i.e. gender, age, income, education, and occupation. The reliability and validity of Parasuraman’s instrument were tested in a developing nation i.e. UAE. Moreover, quality of banking services will be assessed in UAE. The experiences of 537 customers were utilized to achieve these objectives. Throughout Multiple Regression in SPSS package, significant relationships between each SERVQUAL dimension and demographics were supported. However, the explanation powers of these models are still weak. Throughout WSRT, baking services’ quality still lags behind the expectations of UAE inhabitants.
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