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The reliability aspect involves the ability of the bank to provide the service accurately and without any errors.

Access:

This access aspect can be regarded to the speed of the service delivery of the bank.

Price:

The price is the measure of the cost that a customer pays for the service delivery.

Effectiveness and Assurance:

Effectiveness and assurance is regarded as the efficiency of the staff to provide the service, and the knowledge, courtesy and friendly behaviour of the staff towards the customers.

Service Portfolio:

The service portfolio consists of the range, consistency and innovative products of the bank.

In case of SERVQUAL scale the price and service portfolio items are missing, but on the other hand BSQ scale included these items, it is the main difference between these two scales.

Researchers such as Newman (2001), Zhou (2004), Sureshchandar et al. (2002) proposed that “the continuous rise in the use of SERVQUAL scale has been arguably attributed to practical usefulness in diagnostic analysis for improving service quality, especially when it is applied in international setting”. Buttle (2009) proposed that SERVQUAL has great importance because it offers a systematic approach to measuring and managing service quality. The former further stated that SERVQUAL emphasizes the importance of understanding customer expectations and of developing internal procedures that align company processes to customer expectations. Fitzsimmons and Fitzsimmons (2006) suggested that SERVQUAL can be used by the management to examine if any unit has poor service quality, it can be determined by a low score; if so, the management can pay attention to correcting the source of customer's poor perceptions. They further stated that SERVQUAL can be used in marketing studies in comparison with the services offered by the competitor's again determine the dimensions of superior or inadequate service quality.

In this study the researcher will be using SERVQUAL scale for the measurement of service quality. Using the SERVQUAL scale the researcher will be analysing the five dimensions of the service quality and the impact of dimensions of service quality on customer statisfaction and retention of the customers of Bank Alfalah Ltd.

Significance of Customer Satisfaction and Retention:

According to Gustafsson, Johnson, and Roos (2005) customer satisfaction is defined as “a customer's overall evaluation of the performance of an offering to date”. Oliver (1997) defined customer satisfaction as “satisfaction is the consumer's fulfilment response. It is a judgement that a product or service feature, or product or service itself, provides a pleasureable level of consumption-related fulfilment”. Oliver (1997) further stated that satisfaction is the customer's perception of a product or service in relation to wheth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。