R.Renjith Kumar, Asst. Prof and Head of the Department, Ilahia School of Management Studies, Ilahia College of Engineering and Technology, Muvattupuzha, Kerala
Service sector is growing in Ethiopia which basically an agrarian country is trying to become a developing country in the North Eastern Africa. Banking services have gained significant role in this country due to increasing number of customers and clients utilizing the services. The main objective of this study was to apply the SERVQUAL Model as developed by Paraswaram et.al (1988, 1995) in an Ethiopian service marketing context with particular reference to identify the service gaps by comparing the expectations and perception of the customers of the selected bank. The adopted SERVQUAL instrument had twenty two items covering five dimensions of service quality and the respondents were asked to give scores on a seven point liker scale both for the expectations and perceptions of service provided by the bank. The results showed a negative gap between expectation and perception of customers about the bank’s service quality. Suitable recommendations are given to the bank for managing the service quality gaps and for future research.
Introduction to Service quality
Service quality focuses on the standard of service delivery and the interaction between the customer and the service provider in order to ensure that the customer’s expectations are met (Hernon, 2001, Palmer, 2005).
Service quality is the difference between customer’s expectations for service performance prior to the service encounters and their perceptions of the services received” (Asubonteng, Mc Cleary and Swan, 1996:64).
The service quality process can be examined in terms of the gaps between expectations and perceptions on the part of the management, employees and customers. The most important one is the service gap, which