PRESENTED BY TALHA

SHAHZADI 0004RANA SOHAIL

007M USMAN

KHAN OO14EJAZ GADI 0025

MALIK SAQIB 0030

M WASEEM JUTT 0047

Group I

PRESENTED T0, PROF

ASGHAR ALI.

Measuring Banks Service Attitude:

An approach to employee and customer acuities

Measuring Banks Service Attitude

The purpose of this study was to measure

Pakistani banks service attitude by assessing the perceptions of banks employees and customers

Literature Review

Some related Articles which were reviewed by researcher are…

G. Malik (2012)

A comparative study on the service quality and customer satisfaction among private and public banks in India.

K. Omar S (2011)• Interrelations between Service Quality Attributes, Customer

Satisfaction and Customer Loyalty in the Retail Banking Sector in Bangladesh.

.An Analysis of the Customer Satisfaction: A CaseStudy of Bank Service,

(H. Sihombing, P. Chidambaram, and K. Rassiah 2012)

.Measuring Service Quality using SERVQUAL Model: A Study on PCBs

(M. Mizenur R, Md. Abdullah, and A. Rahman, 2011)

Literature Review

Methodology

This study has been conducted using survey methodology five

dimensional instrument SERVQUAL and questionnaire. This study was adopted from Agha Tahir Ijaz & Asghar Ali ( jan-feb 2013).

Sample Size

For this study select the 5 banks of Lahore randomly which were working under the head of state bank of Pakistan

100 employees select ( 20 from each bank) 200 customers select (40 from each bank)

Continued

• 300 Questionnaires were distributed out of which 275 respond.22 questions adopted on 5 dimensions (1-4 Measure tangible, 5-9 reliability, 10-13 responsiveness 14-17 assurance 18-22 empathy) from Agha Tahir Ijaz and Asghar Ali (Jan-feb 2013).

Reliability measures for services quality dimensions

Service quality dimensions Cronbach ‘s Alpha value

Pre-testing Complete study1. Tangible 0.7634 0.7988

2. Reliability 0.7344 0.7586

3. Responsiveness 0.7323 0.7833

4. Assurance 0.6973 0.7231

5. Empathy 0.7122 0.7433

All the dimensions are above acceptable value of Cronbach’s alpha which is above 0.60

Bank services quality measure assessment

Services quality dimensions

Assessment by customer’s Employees perceptions

Perceived differenceEmployees

development

Implications for banks for services quality

Framework Of The Study

Demographics categories frequencies Percentages (%)

Gender Malefemale

18010

94.75.3

Age

20 and Below 21 - 30 31 - 40 41 - 50 50 and Above

510652207

2.655.827.410.53.7

Affiliation of Bank

0-5 Years 6 - 10 11 - 15 Above 15

10855207

56.8428.9410.553.67

Account type Current A/C PLs A/C Student Other

829693

43.250.54.71.6

DemographicsProfile

Of customers

Demographics categories frequencies Percentages (%)

Gender Malefemale

6817

8020

Age

20 and Below 21 - 30 31 - 40 41 - 50 50 and Above

04822132

056.525.915.32.4

Banking experience

0-5 Years 6 - 10 11 - 15 Above 15

4118158

48.221.217.69.4

Qualification Graduation Master MS

13711

15.383.51.2

DemographicsProfile of banking

employees

S.Q dimension

Tangible

Reliability

Responsiveness

Assurance

Empathy

Respondents

CustomerEmployee

Customer

EmployeeCustomer

Employee

Customer

Employee

Customer

employee

N

19085

190

85190

85

190

85

190

85

Mean

3.8014.229

3.636

4.2513.453

4.220

3.852

4.185

3.590

4.183

SD

0.5920.510

0.513

0.5090.433

0.520

0.430

0.432

0.558

0.456

MD

-0.428

-0.614

-0.766

-0.332

-0.593

T-value

-5.551

-8.242

-8.418

-3.890

-7.580

Sig(2-tailed)

0.000*

0.000*

0.000*

0.000*

0.000*

Comparison of service quality dimensions by customers and employees

*p<0.05

S.Q dimension

Tangible

Reliability

Responsiveness

Assurance

Empathy

Respondents

Malefemale

Male

femaleMale

female

Male

female

Male

female

N

18010

180

10180

10

180

10

180

10

Mean

3.8183.500

3.652

3.3603.480

2.975

3.888

3.200

3.592

3.560

SD

0.5900.577

0.599

0.4080.554

0.551

0.441

0.402

0.592

0.478

MD

0.318

0.292

0.505

0.688

0.032

T-value

1.660

1.521

2.199

3.316

0.169

Sig(2-tailed)

0.099*

0.130*

0.029*

0.001*

0.866*

Comparison of service quality dimensions by Gender (customers)

*p<0.05

S.Q dimension

Tangible

Reliability

Responsiveness

Assurance

Empathy

Respondents

Malefemale

Male

femaleMale

female

Male

female

Male

female

N

6817

68

1768

17

68

17

68

17

Mean

4.2024.338

4.225

4.2354.209

4.264

4.180

4.205

4.188

4.164

SD

0.5140.467

0.463

0.2930.417

0.347

0.373

0.287

0.431

0.347

MD

-0.136

0.020

-0.055

-0.025

0.023

T-value

-0.851

0.145

-0.307

-0.144

0.137

Sig(2-tailed)

0.397*

0.885*

0.759*

0.0.886*

0.891*

Comparison of service quality dimensions by Gender (employees)

*p<0.05

Finding about customers

• After this study we find that the majority of customers were male (94%) and most of the customer ages are 21 – 30 years (55.8%) affiliation of customer with their .The majority was affiliated from 0 - 5 year (56.84%) and mostly customers operate the P&Ls account (50.5%)

Finding about employees

• Most of the employees were male (80%) and majority of employees ages are 21 – 30 year (56.5%). According to experience majority of employees 0 – 5 year.

• Master degree employees are (83.5%).

Independent t-test Comparison between customers and employees “Mean”

• It is clear that in all the dimensions of service quality as perceived by customers and employees of Pakistani banks, significant difference was found, which shows the actual picture of employees performance.

Dimensions Customers Mean

Employees means

Tangible 3.801 4.229

Reliability 3.636 4.251

Responsiveness 3.453 4.220

Assurance 3.852 4.185

Empathy 3.590 4.183.

Analysis of dimension by Gender

Analysis of service quality dimension, by gender only in responsiveness, and assurance difference was found, in all other dimension, no significant difference of opinion was found; an interesting thing here is that females‘ customers of Pakistani banks, are very low, as compared to male customers. By analyzing gender in employees' perspective, no significant difference was found in their perceptions, in all the dimensions of service quality of Pakistani banks.

Conclusion

Service quality, a measure of organizational excellence and customer satisfaction, is a prominent area of research especially in the services sector. This research persuaded three research questions.

First, was to know the perceptions of employees' and customers', in terms of five dimensions

Second compare the perceptions of both the respondents, in order to know the difference

Third, research question was to know the significant difference of opinion in terms of back ground variables of the study

Con’t

Investigated the perceptions of branch managers, employees and customers of commercial banks in Pakistan ' in term of five dimensions.

significant difference was found among perceptions of managers, employees, and customers. Service quality and customer satisfaction was also correlated positively.

In all the demographics, no significant difference of opinion was found in the opinion of male, and female customers, and employees of Pakistani banks.

Recommendation

• Banks should focus on customer oriented service quality initiatives in order to survive in the financial market as competition is expanding day by day, Employees' training regarding service quality along with strategic measure are recommended to banks to reduce the gap of perceptions between employees and customers because service quality is considered an integral part of performance of banks.