Abstract—In any business–to-customer (B2C) type of environment, satisfying a customer is the ultimate goal and objective. More often than not, it can be quite an issue. This is perhaps due to the fact that organizations sometimes do not really understand of what actually goes on in a customer’s mind. As such, this predicament has provided as a challenging task to most business conglomerates that places strong emphasis on customer relations. Although many researches and studies were conducted on the actual working of the customer's mind, till today it is a still a mystery. Therefore, this research focused on the measurement of customer satisfaction through delivery of service quality in the banking sector in Malaysia. A quantitative research was used to study the relationship between service quality dimensions and customer satisfaction. Assurance has positive relationship but it has no significant effect on customer satisfaction. Reliability has negative relationship but it has no significant effect on customer satisfaction. Tangibles have positive relationship and have significant impact on customer satisfaction. Empathy has positive relationship but it has no significant effect on customer satisfaction. Responsiveness has positive relationship but no significant impact on customer satisfaction. The study highlights implications for marketers in banking industry for improvement in delivery of service quality.
Index Terms—Assurance, Empathy, Reliability,Responsiveness, Tangibles.
Jayaraman Munusamy is an Associate Professor at Limkokwing University of Creative Technology. E-mail:firstname.lastname@example.org.
Shankar Chelliah is a lecturer at the School of Management, Universiti Sains Malaysia. E-mail: email@example.com.
Cite: Jayaraman Munusamy, Shankar Chelliah and Hor Wai Mun, " Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia," International Journal of Innovation, Management and Technology vol. 1, no. 4, pp. 398-404, 2010.