The Impact of Service Quality and Its Dimensions on Customer Satisfaction: A Case of Commercial Banking Sector of Karachi

Abstract

To gain customer satisfaction is very difficult in today's competitive era. Banking sector continuously making an effort to satisfied their customers' to survive in the marketplace. Service quality is considered as an essential driven factor for the success and survival of Banks across the globe. The aim of this research paper is to examine the impact of service quality and its dimensions on customer satisfaction in commercial banks of Karachi Pakistan. The research was quantitative. The sample size was 200 and questionnaire was distributed randomly. The responses were captured both manually and electronically. Correlation and regression analysis was used to test the relationship between variables with the help of SPSS. The results indicate that reliability and assurance has a positive relationship and has a moderate effect on customer satisfaction. Responsiveness has positive relationship, but it has a comparatively low significance on customer satisfaction. Tangibility has a positive relationship and has less significance over customer satisfaction. Moreover, Empathy has a positive relationship and it has a most strong significant effect on customer satisfaction, as customers want to be recognized. so it's concluded that service quality impact customer's satisfaction in a positive manner in commercial banks of Karachi Pakistan.