APPLYING SERVQUAL TO BANKING SERVICES: AN EXPLORATORY STUDY IN MOROCCO

The paper seeks to study service quality perceptions and expectations for the Moroccan banking customers by using SERVQUAL model. The study consists of a sample of 240 respondents out of an initial sample of 300 randomly selected out of the total Moroccan banking customers. This data were subsequently analysed using descriptive statistics, t-test, factor analysis as well as logistic regression. The results indicate that the perceptions of the Moroccan banking customers far exceed their expectations regarding the five dimensions of SERVQUAL model, which is a good indication. At the same time, the findings show that responsiveness, assurance and empathy are the important dimensions considered by the customers while assessing the quality of services rendered by the Moroccan banks. The major contribution of the study is that it extends the usage of SERVQUAL model to another context which is that of Morocco, by testing its applicability and also by providing an adjusted scale of measurement of the dimensions in question. The study is also one of the few that have used SERVQUAL scale to examine service quality perception and expectation in the banking sector.