Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award


Project Type

MBA Executive Research Project

Access Type

Restricted Access

Executive Summary

The main purpose of this study is to understand the relation between Service Quality, Customer Satisfaction and Customer Loyalty and build a Service Quality Program. In Pakistan scenario there are 38 commercial banks being small, medium and large (State Bank of Pakistan website). For retail banking services more or less same sort of products / services are made available by them for the customers. Pricing and packaging are also not such distinguished, however, perceived advantage of service quality need to be looked into deeply.

The review of related literature was conducted to find interrelationship between service quality, customer satisfaction and customer loyalty. The review is found in conformity with the relationship.

A survey has been conducted to collect data. The sample size of 100 retail banking customers was taken from our different banks, The result reflects that service quality attributes discussed in the report are positively related to customer satisfaction and customer satisfaction is positively related to customer loyalty in our retail banking structure. To support the study the SERVQUAL (service quality model) is used for the bank service quality in our context. Hence the banks can use this measure to evaluate their service quality.

Reliability shows the highest positive correlation with customer satisfaction and tangibility shows the least positive correlation with the customer satisfaction.

Discussions (interviews) were held with Bank executives handling Service Quality in various banks to find the prevailing practices and vacuum for future extension in such programs.



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