In to understand how is service quality defined

In the era
of globalization, the competition, in all area is getting more and more
intense. Being the “best” does not mean having the best service or product
anymore but finding the best combination to meet customer satisfaction.  Once companies reach this satisfaction, they
have to find a way to retain those consumers and develop loyalty for the
product/service offered and ultimately for the all corporation in order to be
sustainable. Hence, huge efforts are made in regard to finding what customers
know and expect and determining methods to satisfy as much as possible
customer.

            One of the main Guru of marketing
,Peter Drucker, said: “Increased competition, meeting customer satisfactions
…are new concepts that have strongly affected current world in a way that one
cannot compete or even survive according old ideas in new world.”

            Throughout this study, we will first
start by understanding what is meant by the term service quality. We will then
get a bit more precise by trying to understand how is service quality defined
in the banking sector and more precisely what are the main variables that have
an effect on this concept. Five general groups have been identified when it
comes to measuring service quality which are: reliability, responsiveness,
tangibles, assurance and empathy. Those will be discussed in details in the
appropriate section. In the end, we will compare the different perception of
service quality in few countries and try to see if , depending on the country
you are in, the standards changes.

            The goal of this study is to better
understand the relationships, if there’s any, between service quality, customer
satisfaction and customer loyalty in the banking sector . By reviewing the literature we will end up
understanding the consumer perception and hence how we can close the gap between
the end user user expectation and the company’s offering.