Service quality dimensions: an empirical investigation of commercial banks in India using SERVQUAL

In a service industry like banking, measuring service quality as seen from the 'eyes' of customers is complex. Superior service quality can help banks achieve competitive advantage. Using SERVQUAL as the underlying theoretical framework, this paper measures and evaluates service quality dimensions in commercial banks in India. Results of factor analysis reveal interesting patterns on the four factors extracted namely, 'customer‐friendliness', 'trustworthiness', 'assurance' and 'tangibles'. Interestingly, tangibles always load on single factor distinct from the other intangibles variables. Gap analysis of SERVQUAL model using t‐test indicate that a significant difference exists between service expected and service perceived (performance) by bank customers, indicating presence of service quality gaps in commercial banks in India. Results imply that Indian commercial banks ought to focus their attention and efforts towards improving service quality through 'customer‐friendliness' if they wish to survive and grow in the long run.