Determinants of Service Quality of Commercial Banks in Pakistan: A Case Study of Multan

In a global landscape where consumers have become increasingly discerning about service quality, meeting and exceeding customer demands have become pivotal for businesses, particularly in the banking sector. The primary objective of this study was to evaluate the level of service quality provided by commercial banks in Multan while identifying key dimensions and demographic factors influencing service quality. A descriptive research design was adopted, encompassing a population of 418 respondents. To gather primary data, a self-administered questionnaire based on the 8 dimensions of the SERVQUAL scale was employed. The analysis involved the utilization of descriptive statistics, including mean and percentage distribution, with data presented through tables and figures to offer a comprehensive representation of research findings. The study employed a random sampling technique, and data analysis was conducted using the Statistical Package for Social Scientist (SPSS). The findings of the study revealed that customers were not highly satisfied with the overall service delivery of the commercial banks under examination. The results emphasized the necessity for banks to prioritize all dimensions of service quality to achieve customer satisfaction. This research endeavors to aid banks in comprehending the significance of various service quality dimensions, thus providing them with valuable insights to enhance customer satisfaction levels effectively.