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et al. (1988) described that SERVQUAL scale emphasizes on the performance component of the service quality model in which quality is discussed as the disparity between expectations and performance. SERVQUAL consists of 22 items that are categorised into five dimensions. The five dimensions are given as under:

The tangibility aspects of the service; According to Parasuraman et al. (1988) the tangibility aspects assess customer's perception on the basis of the appearance of the physical facilities that includes the equipment being used, workforce and communication resources. The tangibility aspect has the greater effect on customer satisfaction. The customers need the banks to be on easily accessible locations, ATM machines must be on the convenient places, user friendly interface for internet banking and telephone banking, so that all the customers can use these facilities. The customers also expect the ATM network to be linked with other banks ATM cash machines for the free of charge withdrawls. Zeithaml and Bitner (2000) proposed that sometimes companies combine tangibles with another dimension of service quality to create a service quality strategy for the firm. Zeithaml and Bitner (2000) further mentioned that because services are intangible, customers are looking for evidence of service in every dealings they have with an organisation. Therefore there are three main categories of evidence; people, process, and physical evidence. These represent the service and evidence that tangibles the company is offering.

The reliability of the service provider; According to researchers such as Parasuraman et al. (1988), Wilson et al. (2008) and Buttle (2009) the reliability aspect includes customer's perception of the organisations ability to perform the services dependably and accurately. Reliability means that the company delivers on its promises. The promises about delivery, service supervision, problem handling and pricing. Customers want to continue doing business with the companies that keep their promises.

The assurance provided by the service provider; Parasuraman et al. (1988) proposed that the assurance aspect involves the knowledge and courtesy and the ability of the company and the employees of the company to inspire trust and confidence. This dimension is very important for the services that customers perceive as high risk or which they feel uncertain about their ability to evaluate outcomes, for example banking, insurance, medical and legal services.

The responsiveness of the service provider; Parasuraman et al. (1988) stated that the responsiveness aspect depends on the willingness to help the customers and to provide the prompt service. This dimension focuses on the attentiveness and promptness in dealing with customer requests, questions, complaints and problems. It depends on the length of time the customers have to wait for assistance, answer to questions, or attention to problems. The customers expect the staff to be responsive. The staff should be well trained and when needed provide the best customer service.

The service provider's empathy with its customers; Wilson et al. (2008) stated that empathy is defined as “the caring, individualized attention that the firm provides its custome本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。