Abstract

[This abstract is based on the authors' abstract.]To meet the demands of today's marketing environment, organizations are looking to service initiatives as a means to create or sustain competitive advantage. Measuring customer satisfaction is critical to the process of serving the customer. The importance of improving service quality in the banking industry is considered. A questionnaire was developed to identify underlying dimensions of bank quality and to assess customers' perceptions of the importance of these dimensions. The questionnaires were sent to 800 customers of two large banks, with 59 percent responding. The results of the service quality analysis show that reliability and responsiveness are the most critical dimensions of service quality.