Satisfaction management in retail financial services: an analysis of gap in perceived quality

Research on service quality receives considerable attention due to the difficulties in defining and measuring it. Quality leading to satisfaction is often perceived as an outcome of customers' perceptions and expectations, and research has shown that high service quality contributes significantly to profitability. To remain profitable and strong in market, retaining current customers and attracting potential customers has no alternative. This is done by reducing the gap between expectation and perception of the services. Thus, it becomes prerogative to the service providers to monitor the value of gap continuously. The aim of this paper is to analyse the gap of service quality through ERVQUAL on retail financial services provided by a commercial bank in Bangladesh. A questionnaire survey is administered to calculate the gap score using SERVQUAL and thrust areas have been identified on the basis of the gap score where the management of the bank should give more attention.