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rs”. Parasuraman et al. (1988) mentioned that the empathy aspect depends on the firm's care and individualised attention towards its customers. The customers expect the employees of the bank to be friendly, responsive and empathetic. On the other hand if the employees of the bank are not friendly, non-responsive and non-empathetic towards customers, it will result in the customer being switching to the competitors.

Lasser et al. (2000) proposed that the SERVQUAL scale and technical/functional quality frame are the two most prevalent and widely accepted scales for measuring service quality. On the other hand some researchers have questioned the universality of the SERVQUAL dimensions across the different types of services. Babakus and Mangold (1989), Bresinger and Lambert (1990), Finn and Lamb (1991), Babakus and Boller (1991), Carman (1990) discussed that it is often necessary to include additional items in certain dimensions because they are particularly important for some service categories.

Buttle (2009) argued that “The SERVQUAL model has been subject to much criticism, but it is still in widespread use in original and customized forms”. Buttle (2009), Cronin and Taylor (1992) proposed that one criticism of the SERVQUAL scale is that customers often do not have clearly formed expectations, and therefore that the disconfirmation approach is inappropriate. Some of the critics of SERVQUAL scale have developed an alternative, perceptions-only, model of service quality that they have dubbed SERVPERF. On the other hand Parasureman et al. (1994) argued that the use of SERVQUAL scale in measuring the gaps between the performance and expectations of the customers in terms of service quality is better than the other scales. SERVQUAL scale is preferred by many researchers but on the other hand some disagree with its validity. The questions raised by the researchers include the use of different scores, lack of validity, its applicability, dimensionality etc.

SERVPERF scale was proposed by Cronin and Taylor (1992). Brady et al. (2002) also agreed with the dominance of SERVPERF as an appropriate process for measuring service quality. Brady et al. (2002) discussed that SERVQUAL is out performed by SERVPERF in terms of consumer perception of service quality and satisfaction. SERVPERF is preferred by many researchers because of its simplicity as compared to SERVQUAL. Cronin and Taylor (1992) further stated that the measurement of the service quality using a performance-minus-expectations, i.e., SERVQUAL scale, is unsuitable and they suggested that a performance-only i.e. SERVPERF scale is a better option. On the other hand Parasuraman et al. (1994) argued that it is appropriate to use the SERVQUAL scale for the measurement of the performance and expectations.

A new scale in the retail banking sector was proposed by Bahia and Nantel (2000). It is known as Bank Service Quality (BSQ) scale. The BSQ scale is the extended form of the model of Parasuraman et al. (1985). The BSQ scale contains 31 items and these items are distributed in six dimensions, given as under:

Tangibles:

Tangibles are regarded as the physical evidence of the bank.

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