82530033

Impact of Service Quality on Satisfaction andLoyalty: Case of Two Public Sector Banks *

Vinita Kaura1 & Saroj Kumar Datta2

1.0 INTRODUCTION

Financial institutions are facingchallenges of intense competition andincreased customers’ expectations overthe last few years (Cheng et al., 1996).Increasing competition andcontinuously evolving customerdemands have led Indian banks toidentify drivers of customer satisfactionand loyalty (Lenka, Suar andMohapatra, 2009). Customersatisfaction leads to retention ofcustomer. This is important since costof acquiring a new customer is muchmore than cost of retaining thecustomer. Banks are giving top priorityto providing better service quality to

Abstract

This study attempts to know the relationship between service quality, customer satisfactionand customer loyalty through two public sector banks in Sikar district of Rajasthan. Datawere collected from 150 customers. Three aspects of service quality; namely, people, processthrough technology and physical evidence, were considered for the study. Findings indicatethat service quality has significant impact on customer satisfaction and customer loyalty,and customer satisfaction has stronger influence on loyalty. People aspect of service qualityis found more important than physical evidence and process through technology aspect ofservice quality.

Key words: Service quality, Satisfaction, Loyalty, Banks

satisfy the customer. New marketingconcepts and strategies (Ennew et al.,1993) paying greater attention toidentifying customer needs andexpectations (Morgan, 1989), andoffering high service quality tocustomers (Thwaites and Vere, 1995;Lewis, 1993) have become importanttopics of research. The interest islargely driven by the realization thathigh service quality results in customersatisfaction and loyalty with theproduct or service, greater willingnessto recommend someone else, reductionin complaints and improved customerretention (Zeithaml et. al., 1996).

* Received January 12, 2012, Revised June 8, 20121. Assistant Professor, Faculty of Management Studies, Mody Institute of Technology & Science,

Sikar, Rajasthan, email: [email protected]. Professor and Dean, Faculty of Management Studies, Mody Institute of Technology & Science,

Sikar, Rajasthan, email: [email protected]

Authors thank the reviewers for their comments, and Dr. Vishal Vyas, Associate Professor,Mody Institute of Technology and Science, Lakshmangarh, Rajasthan, India for his feedback inimproving this paper.

66 Vilakshan, XIMB Journal of Management ; September 2012

This paper examines whether servicequality influences customers satisfactionand customer loyalty and whethercustomer satisfaction influencescustomers’ loyalty. The study isconducted in two public sector banksin Sikar district of Rajasthan.

2.0 LITERATURE REVIEW

2.1 Customer loyalty

Loyalty is a deeply held commitmentto re-buy or repatronise a preferredproduct consistently in the future,despite situational influences andmarketing efforts having the potentialto cause switching behaviours (Oliver,1997). Customer loyalty is defined asrepeated purchasing and referring acompany to other customers (Heskettet al., 1997) and generating positive andmeasurable financial results (Duffy,2003). Customer loyalty is concernedwith the likelihood of customerreturning, making business referrals,providing strong word-of-mouthreferences and publicity (Bowen andShoemaker, 1998).

2.2 Customer Satisfaction

Customer satisfaction is fundamental tomarketing. Researchers have defined itin different ways. Satisfaction isdescribed as “an evaluation of anemotion” (Hunt, 1977, pp. 459-460),suggesting that it reflects the degree towhich a consumer believes that thepossession and/or use of a serviceevokes positive feelings (Rust andOliver, 1994). According to Engel andBlackwell (1982, p. 501) it is, “anevaluation that the chosen alternativeis consistent with prior beliefs withrespect to that alternative. Oliver (1980)

defines that “Customer satisfaction is asummary psychological state when theemotions surrounding disconfirmedexpectations are coupled with theconsumer’s prior feelings aboutconsumption experience”. Kotler (2000)expresses that satisfaction is a person’sfeelings of pleasure or disappointmentresulting from comparing a product’sperceived performance (or outcome) inrelation to his or her expectations. It isa judgment that the product or servicefeature, or the product or service itself,provided (or is providing) a pleasurablelevel of consumption-related fulfillment,including levels of under or overfulfillment’ (Oliver 1997, p. 13).Howard and Sheth (1969, p.18) definedcustomer satisfaction as “the buyer’scognitive state of being adequately orinadequately rewarded for thesacrifices he has undergone”. Customersatisfaction results when customerseither confirm their pre-purchaseexpectations for a purchased service orpositively disconfirm (exceed) theirexpectations regarding purchasedservices, resulting in some level of postpurchase affect toward the experience(Cardozo, 1965). On the basis of above,customer satisfaction may be definedas positive feeling that comes fromconsumption of a product or service.

2.3 Service quality

Service quality, as perceived bycustomers, involves a comparison ofwhat they feel the service should be(expectation, E) with their judgementof the services they received(perceptions, P) (Parasuraman et al.,1985). Service quality has beendescribed as a form of attitude, but not

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equivalent to satisfaction that resultsfrom the comparison of expectationswith performance (Parasuraman et al.,1988; and Bolton and Drew, 1991). Thecommonly accepted orientation definesservice quality as the extent to which aservice meets customers’ needs orexpectations (Lewis and Mitchell, 1990).It is defined as the difference betweencustomer expectations of service andperceived service. If expectations aregreater than performance, thenperceived quality is less thansatisfactory and hence customerdissatisfaction occurs (Parasuraman etal., 1985; Lewis & Mitchell, 1990).Parasuraman et al. (1988) developed ameasurement scale SERVQUAL, whichhas 22-items to assess service quality onfive dimensions: reliability,responsiveness, assurance, empathyand tangibility. Reliability,responsiveness, assurance, empathydimensions are related to people aspectof service quality and tangible aspect isrelated to physical evidence.SERVQUAL instrument has beensubjected to criticism (Brown et al.,1993). Process through technologyaspect is not considered in SERVQUALmodel. This aspect plays an importantrole in customer satisfaction as it helpsin overcoming the problem ofinseparability of production andconsumption. In this era, companies cancreate niche through technology.Several innovative IT-based servicessuch as Automated Teller Machines(ATMs), electronic fund transfer (EFT),anywhere-anytime banking, smartcards, internet banking etc. are nolonger alien concepts to Indian bankingcustomers (Rawani and Gupta, 2000).

Service quality can be assessed in termsof interaction with service personnel,technology interface and physicalevidence (Lenka, Suar and Mohapatra,2009).

2.4 Relationship between servicequality and customer satisfaction

Researchers have studied therelationship between service qualityand satisfaction. Customer satisfactionis a key consequence of service qualityand can determine the long-termsuccess of a service organization(Parasuraman, Zeithaml, and Berry1994). Parasuraman et al. (1988)specifically suggested that servicequality is an antecedent of customersatisfaction However, there is muchdebate whether customer satisfaction isan antecedent of service qualityjudgments (Parasuraman et al., 1985) orthe other way round (Anderson andSullivan, 1993; Taylor and Baker, 1994).Some studies have shown thatimproved service quality will result inmore customer satisfaction (Bitner etal., 1994; Cronin & Taylor, 1992).Customer Satisfaction is a leadingcriterion for determining the qualityactually delivered to customers (Vavra,1997). Thus, this research argues thatservice quality has a positive influenceon customer satisfaction. Thus,

H1: Service quality has a positiveimpact on customer satisfaction.

2.5 Relationship between customersatisfaction and customer loyalty

Prerequisite of loyalty is satisfaction. Adissatisfied customer is more likely tosearch for information on alternativesand more likely to yield to competitor

Kaura & Datta, Impact of Service Quality on Satisfaction ......


overtures than a satisfied customer(Anderson and Srinivasan, 2003).However, satisfaction is not sufficienton its own to automatically lead torepeat purchases or brand loyalty(Bloenier and Kasper, 1995). Shoemakerand Lewis (1999) found a weak linkbetween customer satisfaction andbrand loyalty in the casino industry.Fornell, Johnson, Anderson, Cha, andBryant (1996) stated that increasedcustomers satisfaction also increasesbrand loyalty in terms of repurchaselikelihood and price tolerance givenrepurchase. According to Heskett et al.(1997) only 100% of satisfied customersbecome truly brand loyal and haverelatively high repurchase rates. Inaddition, Bowen and Chen (2001)stated that customers must beextremely satisfied to show brandloyalty. Thus, this research argues thatsatisfaction has a positive influence oncustomer loyalty.

H2: Satisfaction has a positive impacton customer loyalty.

2.6 Relationship between Servicequality and Customer Loyalty

Boulding et al. (1993) found positiverelationship between service qualityand repurchase intentions andwillingness to recommend. Lenka et al.(2009) also found that service qualityhas positive impact on customer loyalty.

Thus, this research argues that servicequality has a positive influence oncustomer loyalty. Hence,

H3: Service quality has a positiveimpact on customer loyalty.

2.7 Gap areas

Based on literature review in the fieldof satisfaction and its antecedent,

service quality and consequence,loyalty, the current study focuses onaddressing following gaps:

Most of the studies have used servicequality as antecedent of customersatisfaction and ignored processthrough technology aspect of servicequality. According to Bedi (2010), futureresearch can concentrate in building abroader conceptual model of factorsthat influence perceived service qualitysuch as the front line personnel’sconduct during the encounter and theinteraction of the user with thetechnology employed during theprovision of the service. Therefore, thisstudy focuses on people, process andphysical evidence aspects of servicequality.

With this background, the present studyfocuses on the following objectives:

1. To examine the strength ofassociation between service qualityand satisfaction and betweensatisfaction and loyalty.

2. To examine relative importance ofservice quality variables (people,process and physical evidence) onsatisfaction.

3.0 METHODOLOGY

Cross-sectional research is conductedon 150 customers from State Bank ofBikaner and Jeypore and PunjabNational Banks in Sikar district. Thisstudy uses convenience sampling.Customers were contacted throughpersonal interview method. Variablesfor the study were service quality,customer satisfaction and customerloyalty. Brief descriptions of all themeasures are given below.

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3.1 Service Quality

People aspect of service quality:

Three items depicting people aspects ofservice quality were adapted from thescale of Sureshchandar et al. (2002).Response categories were on a five-point Likert type scale varying from‘strongly disagree’ (1) to ‘stronglyagree’ (5). Item wordings weremodified to suit bank customers. Itemsincluded were, ‘Bank employees arepolite and friendly’, ‘Employees of thisbank carry out customer transactionsconfidentially’ and ‘Employees of thisbank provide customers with preciseinformation of services available in thebank’.

Process through technology aspect of servicequality:

Four items were used for this purpose.The items were adapted from a scaleby Zhu et al. (2002). Responsecategories were on a five-point Likerttype scale varying from ‘much worsethan I expected’ (1) to ‘much better thanI expected’ (5). The items includedwere: ‘The computerized system in thisbank is fast, accurate and efficient’,‘Ability to access the computerizedservice with minimal effort (like ATM,

e-banking, and so on)’, ‘Reliabilityassociated with the technicalfunctioning of the computerized facility’and ‘Data are not shared and creditinformation is secure in computerizedtransactions’.

Physical evidence aspect of service quality:

Three items on physical evidence aspectof service quality (Sureshchandar etal.,2002) were used. Responsecategories were on a five-point Likerttype scale varying from ‘much worsethan I expected’ (1) to ‘much better thanI expected’ (5). The items were: ‘Theambient conditions such astemperature, ventilation, noise andodour prevailing in the bank’spremises’, ‘Extent of the physical layoutof equipment and other furnishingsbeing comfortable for customers tointeract with employees’ and ‘Visuallyappealing signs, symbols,advertisement boards, pamphlets andother artifacts in the bank’.

3.2 Customer Satisfaction

The manner in which customersatisfaction is measured has beendebated in terms of scales used andformat of the questions (Wilson, 2002).

The conceptual model showing these relatioship is given in Figure 1.FIGURE 1: The Conceptual Model with Hypothesized Relationships



Customer satisfaction may be measuredby a single item (e.g., Cronin & Taylor,1992) or by multiple items (e.g., Spreng& Mackoy, 1996). Multiple items alsocan provide empirically stable scalereliability when compared with a singleitem (Gilbert & Veloutsou, 2006).Customer satisfaction also can bemeasured by two distinct types—transaction specific and overallsatisfaction. The former is related to aspecific encounter with specific objects,whereas the latter is a cumulativeconstruct summing satisfaction withspecific products/services with variousother facets. Therefore, overallsatisfaction may be based on manytransactions or just a few, dependingon the number of times the consumerhas used a particular object. In otherwords, overall satisfaction is anaggregation of all previous transaction-specific evaluations and is updated aftereach specific transaction (Jones & Suh,2000). In general, overall satisfaction isa moving average that is relatively morestable than transaction-specificsatisfaction (Parasuraman, Zeithaml, &Berry, 1994). In the light of literaturereviewed, Customer satisfaction ismeasured by a single item ( Cronin &Taylor, 1992). Response categories wereon a five-point Likert type scale varyingfrom ‘strongly disagree’ (1) to ‘stronglyagree’ (5). Item was: ‘Overall, I amsatisfied with the bank’.

3.3 Customer loyalty

This was measured using one item ofthe scale developed by Zeithaml et al.(1996). This scale consists of five itemsand in service literature three items aremainly used. To maintain consistencywith customer satisfaction scale, one

item is used. The response descriptionsagainst item were on a 5-point Likert-type scale ranging from ‘stronglydisagree’ (1) to ‘strongly agree’ (5). Itemwas: ‘I consider investing in this bankin future’.

3.4 Reliability and Validity

To establish the internal consistency,Cronbach’s alpha value for reliabilitywas calculated for the three aspects ofservice quality. Values were .692, .76and .85 for people, process and physicalevidence respectively. All values areabove 0.69, which may be consideredas reliable (Nunnaly, 1978). Constructvalidity (convergent and discriminant)is checked through factor analysis. Highloading on one factor and no crossloading reveal convergent anddiscriminant validity respectively.

Demographic profile of customers isshown in Table 1.

4.0 RESULTS

The ten variables of service qualitywere reduced to nine variables throughfactor analysis. People and physicalevidence aspect of service qualityretained same items after factor analysiswhereas process aspect of servicequality retained three items, whichwere originally four before factoranalysis. These three factors explained71.48% of total variance (See Table -2).

To address the relationship amongservice quality, customer satisfactionand customer loyalty, Pearsoncorrelation and regression analysiswere used to indicate hypothesizedrelationships. Results indicate that thereis significant correlation betweensatisfaction and people, process andphysical evidence aspect of servicequality (Table 3).

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Table 1: Weightage of Parameters Split on a Monthly Basis

Table 2: Rotated Component Matrix and explained variance

Extraction Method: Principal Component Analysis.Rotation Method: Varimax with Kaiser Normalization.

Table 3: Correlation Analysis: Satisfaction and Three Aspects of Service Quality

Notes: *p<.05

To identify whether service quality hasstronger influence on satisfaction,regression analysis was used. R2

indicates that 39.1% change in customer

satisfaction is due to service qualityvariables (Table 4). It means that thereare other independent variables whichaffect the dependent variable and not



included in the model. The relativeimportance of variables in predictingcustomer satisfaction can be determinedby comparing standardized regressioncoefficients (Beta co-efficient). Values ofBeta are .506, .339 and .142 respectivelyfor people, physical evidence andprocess (Table 4). This indicates thatamong all aspects of service quality,people aspect of service quality hadmost powerful impact on customersatisfaction, followed by physicalevidence and process aspect of servicequality. The unstandardized parameter(B, regression coefficient) estimateshow much the dependent variablechanges when the independent variablechanges one unit and other

independent variables are heldconstant. When there is one unit changein people aspect of service quality, therewill be .489 units change in satisfaction(Table 4). Similarly one unit change inphysical evidence and process aspect ofservice quality will lead to .327 unitsand .138 units change in satisfaction(Table 4). T statistics help to determinewhich variables in the model are goodexplanatory variables of the dependentvariable. Table 4 Indicates that allvariables in the model are explanatoryvariables of the dependent variable. F-test helps in testing the model. Fstatistics value is significant at 5%significance level (Table 4).

Table 4: Regression Analysis Results: Antecedents Of Customer Satisfaction

Notes: *p<.05Dependent Variable: Satisfaction

Therefore, model can be said to be goodoverall. Table 5 results indicate thatthere is significant correlation betweensatisfaction and loyalty at 5%significance level. To identify whether

satisfaction has influence on loyalty,regression analysis was used. R2

indicates that 53.2% change in customerloyalty is due to customer satisfaction(Table 6).

Table 5: Correlation Analysis: Satisfaction and Loyalty

Notes: *p<.05

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There is a significant correlationbetween service quality andcustomer loyalty at 5% significancelevel (Table 7). To identify whetherservice quality has influence onloyalty, regression analysis was used.

R2 indicates that 38.1% change incustomer loyalty is due to servicequality (Table 8). It shows that someother independent variables haveeffect on customer loyalty and notincluded in the model.

Table 6: Regression Analysis Results: Satisfaction and Loyalty

Notes: *p<.05Dependent Variable: Loyalty

Table 7: Correlation Analysis: Loyalty and Three Aspects of Service Quality

Notes: *p<.05

Table 8: Regression Analysis Results: Loyalty and Three Aspects of ServiceQuality

Notes: *p<.05Dependent Variable: Loyalty



5.0 CONCLUSION

Findings revealed that improvedpeople, process and physical evidenceaspect of service quality help inincreasing customer satisfaction. Theseresults confirmed past research results.Improved human, technical and tangibleaspects of service quality increasecustomer satisfaction (Lenka, Suar andMohapatra, 2009). Out of three aspectsof service quality, people aspect ofservice quality contributed the most tocustomer satisfaction. Efficientinterpersonal interactions betweencustomers and employees can improvecustomer satisfaction (Hartline et al.2000; Parasuraman et al.. 1985). In Indiapeople rely more on social bonding thanindividualistic approach. Businesstransactions in a collectivistic culturelike India emphasizing social bondingare different from those ofindividualistic cultures emphasizingstructural bonding (Dash et al., 2007).Therefore, out of three aspects ofservice quality, people aspect of servicequality had maximum effect oncustomer satisfaction. Physical evidenceaspect of service quality includesparking, furniture, brochure, ATM card,etc. Due to intangibility of services;customers evaluate services on the basisof physical evidence. Good qualityphysical evidence helps in increasingcustomer satisfaction. Process throughtechnology helps in overcomingproblem of heterogeneity. It providesreliable service constantly. This aspectof service quality had the least effecton customer satisfaction because peoplein India rely more on people thantechnology. Moreover, study isconducted in Sikar district of Rajasthan,

where people are traditional and theyembrace human relationships morethan technology.

Further, customer satisfaction enhancedcustomer loyalty. This result is alsoconsistent with previous findings.Satisfied customer is likely to be a loyalcustomer who will give repeatedbusiness to the bank (Heskett et al., 1997;Bedi, 2010). Service quality has influenceon loyalty as well. But, satisfaction hasstronger influence on loyalty.

This study is restricted to Sikat districtonly and sample size is also small.Therefore, caution should be used whilegeneralizing results. It will be advisableto increase sample size and includemore districts of Rajasthan to have abetter insight into presence ofcustomers of banks. Apart from this,more antecedents of customersatisfaction like, price and value shouldbe considered in future researchstudies.

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