A COMPARATIVE STUDY OF SERVICE QUALITY IN ... COMPARATIVE STUDY OF SERVICE QUALITY IN GOVERNMENTAL...

A COMPARATIVE STUDY OF SERVICE QUALITY IN GOVERNMENTAL AND PRIVATE BANKS IN IRAN / 21

A COMPARATIVE STUDY OF SERVICE QUALITY INGOVERNMENTAL AND PRIVATE BANKS IN IRAN

HAMED HAGHTALABM & G. KOTRESHWARMMUniversity of Mysore, India

It is generally agreed that service quality in banking is a significant issue facing this industry.The objective of this study is to analyse service quality in the Iran Islamic banks and to compareservice quality between the Governmental Islamic Banks and the Private Islamic Banks. Linearregression results indicate that there was a positive and statistically significant relationshipbetween overall service quality and the SERVQUAL dimensions in the Iran Islamic Banks. Itwas also found that empathy and tangibles were the most important dimensions. ANOVAresults showed that there was no significant difference between the level of overall servicequality in the Governmental Islamic Banks and the Private Islamic Banks. ANOVA resultsalso indicate that there was no significant difference in the level of service quality in the IranIslamic Banks based on the customer’s gender. The results indicate, however, that there was asignificant difference in the level of service quality in the Iran Islamic banks based on thecustomer’s age, education and number of years with the bank.

1. INTRODUCTIONService quality is about meeting customers’ needs and requirements, and how well theservice level delivered matches customer expectations. In banking, it is generally agreedthat service quality is a significant issue facing this industry. Raddon reported in thisregard that 40 per cent of customers switching financial institutions in the USA did sobecause of service problems. Allred and Addams also indicated that 50 per cent of totalrespondents they surveyed reported that they had stopped using a financial serviceprovider because of poor service performance.1

The Iran Islamic banks consist of two kinds of banks: the Governmental IslamicBanks and the Private Islamic Banks. The number of branches of the GovernmentalIslamic Bank is larger than that of the Private Islamic Bank. This is mainly becausethe Private Islamic Bank is a new bank, established in 2001, whereas the GovernmentalIslamic Bank was established in 1979.

Given that the Iran is an Islamic country, Islamic banks have a good opportunity toexpand their activities, to attract more customers and consequently to have morebranches. This evidence gave an indication that Islamic banks in the Iran are somehownot widely accepted for some reason. One possible reason is related to the issue ofservice quality, which represents the subject of this study. Therefore, the objective ofthis study is to analyse and compare service quality between the Governmental IslamicBanks and the Private Islamic Banks. This is intended to help Iran Islamic banks assess

INDIAN JOURNAL OF FINANCE ECONOMICSVolume 4, Number 1, January-June 2015

22 / HAMED HAGHTALABM & G. KOTRESHWARMM

and improve their service quality in order to create a perception of uniqueness in themind of the customer to gain an advantage in the marketplace. Undoubtedly, servicequality is crucial for banks to maintain their competitive advantage, therefore, and inorder to attract more customers, banks need continuously to evaluate service quality.

2. LITERATURE REVIEW

2.1 Service Quality Concept and MeasurementService quality is defined by Gronroos (1983) as the fulfillment of customers’expectations.” Parasuraman et al, defined service quality as the gap between customers’expectations of service and their perception of the service experience.2 In the servicequality literature, expectations are viewed as desires and wants of customers.

SERVQUAL consists of two sections: A 22 item section measuring service qualityexpectations within a specific sector and a corresponding 22 item section measuringthe perception of service quality of a particular company in that sector. SERVQUALscores were defined as the differences between the expected service quality and theperceived one.3

The innovators (Parasuraman, Zcithaml and Berry) have further developed,promulgated and promoted SERVQUAL through a series of publications.4

Parasuraman et al., for example, discussed the development, testing and potentialapplications of SERVQUAL, an instrument for measuring customer perceptions.5 Inaddition, in 1991 Parasuraman and Berry revealed findings from a follow-up study, inwhich they refined SERVQUAL.” In a paper in 1996 Parasuraman et al, also reviewedextensive literature about the relationship between service quality and profits, andempirically examined several relationships between consumer behavioural intentionand service quality. Their findings support their claim that improving service qualityhas an impact on behavioural intention.6

Since its introduction in 1988, SERVQUAL has attracted considerable attentionand has been used to study service industries such as health care, banking and otherprofessions. SERVQUAL examines five dimensions that have been consistently rankedby customers to be most important for service quality, regardless of service industry.The five dimensions of service are:

� Reliability: the ability to perform the promised service dependably and accurately

� Tangibles: appearance of physical facilities, equipment, personnel andcommunication materials

� Responsiveness: willingness to help customers and provide prompt service

� Assurance: knowledge and courtesy of employees and their ability to convey trustand confidence

� Empathy: this dimension refers to the level of caring and individualised attentionthe firm provides for its customers.

Based on this instrument, a large number of published studies have employed andevaluated SERVQUAL. Some empirical studies have adopted the original SERVQUAL


instrument and some of them have used a modified version of SERVQUAL. In the currentstudy, a modified SERVQUAL will be used. It was, however, challenged in a number ofsubsequent studies.7

2.2 Measuring Service Quality in BankingAccording to Howeroft, service quality in banking implies consistently anticipating andsatisfying the needs and expectations of customers. Unlike manufacturing firms thatare able to appraise the quality of their product objectively by the degree to whichoutput meets a technical specification, for the service firm (eg., banks) excellent servicequality is present only if the customer perceives and values it.” LeBlanc and Nguyenstated in this connection: ‘The problem of evaluating service quality is more difficultand complex than product quality due to the intangible nature of services’.8 Nielsen andHost, on the other hand, pointed to the problem of a lack of common understanding ofthe definition of service quality in the banking industry. They consider this to be one ofthe barriers to the successful implementation of quality initiatives in this industry.9

In the banking industry, gap analysis has been accepted as a critical tool to measurecurrent levels of service quality.” A key existing problem facing the banking industry isthe determination of a clear and precise definition of quality. Generally speaking, servicequality in banking plays a significant role since it is directly linked to profitability. Therelationship between service quality and profitability has been examined in someempirical studies.10 The results of all these studies indicate the existence of a positiverelationship between service quality and profitability. Duncan and Elliott examinedempirically the relationship between service quality and financial performance amonga representative cross-section of Australian banks and credit unions. They found thatall financial performance measures are positively correlated with service quality scores.11

There have been a number of empirical studies that dealt with service quality inthe banking industry in general and the application of the SERVQUAL instrument incommercial banks.12 Following is a brief review of some of these studies.

Kangis and Voukelatos conducted a comparative study of Greek private and publicbanks. They found that expectations and perceptions of services received were marginallyhigher in the private than in the public sector banks in most of the dimensionsmeasured.13

Angur et al., investigated the applicability of alternative measures of service qualityin two major Indian banks. They concluded that overall results support amultidimensional construct of service and suggest that the SEKVQUAL scale providesgreater diagnostic information than the SERVPERF scale.14

jim et al., studied the service quality of delivering loan products. They found thatsubstantial differences existed between bankers and customer groups in the perceivedimportance of service quality dimensions.15

Finally, Jabnoun and Al-Tamimi developed and tested an instrument measuringservice quality in the UAE commercial banks based on the five dimensions ofSERVQUAL. Factor analysis resulted in three dimensions: human skills; tangibles;and empathy. The three dimensions were reliable and valid. The human skills dimension


consists mainly of items that were originally included in the reliability and assurancedimensions. Tangibles consisted of items that belonged originally to the same dimensionof tangibles. Finally, the empathy dimension consisted of items that were part of thetwo original dimensions of empathy and responsiveness. The authors also comparedthe importance of the three dimensions and found human skills to be the mostimportant.16

2.3 Service Quality in Islamic BankingThere are a few empirical studies that deal with the application of the SERVQUALinstrument in the Islamic banking industry. Metawa and Almossawi examined thebanking behaviour of Islamic bank customers in the State of Bahrain. The study samplecomprised 300 customers. One of the most important results in this study was thatcustomers were found to be most satisfied with the products or services they use most,with the investment accounts receiving the highest satisfaction score. Islamic bankemployees received the highest satisfaction score among the elements of the servicedelivery system. Metawa and Almossawi recommended in this study that Islamic banksneed to design and implement viable service quality programmes.17

Naser et al., studied customer satisfaction and preferences in the Jordanian Islamicbanks. In this study, an attempt was made to assess the degree of customer awarenessand satisfaction towards an Islamic bank in Jordan. A sample of 206 respondents wasused. The analysis of the respondents’ responses revealed a certain degree of satisfactionwith many of the Islamic banks’ facilities and products, but dissatisfaction with some ofthe Islamic banks’ services.18

3. RESEARCH METHODOLOGY

3.1 Research HypothesesBased on the stated purpose of the study, the following hypotheses are formulated:

Hypothesis 1: There is a significant positive relationship between overall service qualityand the quality dimensions in the Iran Islamic Banks.

Hypothesis 2 : There is a significant difference between the level of overall servicequality in the Governmental Islamic Banks and the Private Islamicbanks.

Hypothesis 3 : There is a significant difference in the level of service quality in theIran Islamic banks based on the customer’s gender.

Hypothesis 4 : There is a significant difference in the level of service quality in theIran Islamic banks based on the customer’s age category.

Hypothesis 5 : There is a significant difference in the level of service quality in theIran Islamic banks between different customers’ education levels.

Hypothesis 6 : There is a significant difference in the level of service quality in theIran Islamic banks based on the customer’s number of years with thebank.


To test these hypotheses, some statistical measures such as regression analysisand ANOVA will be used.

The first hypothesis is a standard one and reflects the expected relationship betweenthe overall service quality and the quality dimensions in the Iran Islamic banks. In thesecond hypothesis it is assumed that there is a difference between the level of overallservice quality in the Governmental Islamic Banks and the Private Islamic Banks. Thelogic behind this assumption is based on the fact that these two banks are not the same;they are competing with each other and they should have different views of the servicesprovided. In hypotheses three to six, the objective is to examine the customers’ point ofview about the level of service provided by the Iran Islamic banks from different angles,namely gender, age, education levels and number of years with the bank.

3.2 InstrumentThe SERVQUAL instrument suggested by Parasuraman et al, consists of two sections.A 22 item section measuring the service quality expectation within a specific sector anda corresponding 22 item section measuring the perception of service quality of a particularcompany in that sector. In this study a modified SERVQUAL is adopted in whichexpectations and perceptions scores are combined into a single measure. The modifiedSERVQUAL is consistent with the instrument used by previous studies because it isbased on the original SERVQUAL. For example, the designed questionnaire covers thefive SERVQUAL dimensions and includes most of the items included in the originalSERVQUAL. The definition of service quality adopted in this study is ‘the degree ofdiscrepancy between customers’ normative expectations for the service and theirperceptions of the service performance’. Thus the study pursues the Iran Islamic bankscustomers’ perceptions of the quality they receive, compared to their expectations in aone-column format.

Furthermore, the items of the modified SERVQUAL were weighted in terms of therelative importance that the Iran Islamic banks customers attach to them. This procedureproposed by Zeithaml et al., reqire an additional series of items which capture theimportance consumers place on each of the dimensions of the SERVQUAL scale.18Service quality is given by the following formula:

Service Quality = (Perception – Expectations)* Importance

The developed questionnaire includes two parts: the first one consists of somedemographic sample attributes, such as the respondent’s age, their gender, educationbackground and number of years as a customer with the bank. The second part is devotedto key issues of the study questions. It includes 36 items (factors); seven items correspondto the tangible dimension; seven items correspond to the reliability dimension; sevenitems correspond to the assurance dimension; five items to the responsiveness dimension;and nine items to the empathy dimension. The individual factor scores were summedand averaged into the five dimensions. The questionnaire also included one questionthat measures overall service quality. The items in the questionnaire were measuredon a seven point scale ranging from ‘completely failed to meet my expectations’ to ‘farexceeded my expectations’.


To assess the scales’ content validity the author asked five experts – two academicsand three practitioners – to examine it, as suggested by Devellis.19 Accordingly, theauthors made some changes in the first draft in terms of eliminating, adding or rewordingsome of the items included.

3.3 Sampling and Data CollectionThe population from which the sample was selected consisted of the customers of thetwo Iran Islamic banks. Questionnaires were distributed in two different ways: somewere handed to branch managers who were kindly requested to pass them to theircustomers; while others were hand-delivered by the authors. From the 700questionnaires distributed to bank customers 351 responses were received, of which 40were excluded because of incomplete data. The remaining 311 usable questionnairesrepresent a response rate of 44.4 per cent, which is considered acceptable. Nunnaly(1978) indicated that a sample of 300 respondents is sufficient to test measurementscales.20 There were 140 participating respondents (45 per cent) from the Private IslamicBanks and 171 respondents (55 per cent) from the Governmental Islamic Banks.

4. RESULT OF TESTING THE RESEARCH HYPOTHESESTable 1 provides descriptive statistics for overall service quality (OVERALL) and thefive dimensions of service quality, tangibles (TAN), reliability (REL), responsiveness(RES), assurance (ASS) and empathy (EMP). Mean values shown in the table reveal amean of 28.52 for the weighted overall service quality. These values indicate that IranIslamic banks’ customers are satisfied with overall service quality. Reliability of themeasures was assessed with the use of Cronbach’s alpha. Cronbach’s alpha for the fivedimensions of service quality based on the adjusted SERVQUAL framework range from

Table 1Summery of Means

Means weighted MaximumSERVQUAL dimension

OVERALL 28.52 49.0TEN 28.62 49.0REL 34.12 49.0RES 26.22 49.0ASS 24.19 49.0EMP 27.43 49.0*The weighted SERVQUAL dimension is attained by multiplying the average of each dimensionscore by the importance factor score

Table 2The Five Dimensions and Their Internal Consistency

Cronbach’s alphaSERVQUAL dimensions (Weighted SERVQUAL dimensions)

Tangibles 0.81Reliability 0.85Responsiveness 0.79Assurance 0.79Empathy 0.90


0.7889 to 0.9036 for the weighted adjusted SERVQUAL. The values of Cronbach’s alphashow that these measures are reliable (see Table 2).

In order to assess the predictive ability of the alternative measures of service quality,linear regression analysis was performed with overall service quality as the dependentvariable and the five dimensions of service quality (tangibles, reliability, responsiveness,assurance and empathy) as the independent variables. This analysis was undertakento assess which of the alternative measures of service quality explained more of thevariation in the overall measure of service quality.

To explore the impact of factor importance, I used to regression analyse that theweighted overall service quality (WOVERALL) is a dependent variable and the weightedmodified SERVQUAL dimensions is independent variables. The weighted model hasthe following form:

WOVERALL = f(WTAN, WREL, WRES, WASS, WEMP)

Where

WOVERALL = weighted overall service quality

WTAN = weighted tangible dimension

WREL = weighted reliability dimension

WRES = weighted responsiveness dimension

WASS = weighted assurance dimension

WEMP = weighted empathy dimension

The Table 3 shows that R square is 0.503. This indicates that the five independentvariables explain 50.3 per cent of the variations in overall service quality. This R squareis significant at the 0.01 level. It is interesting to note that empathy and tangiblesappear to be the most important dimensions. These results are expected because Islamicbank customers normally give more attention to the empathy aspects. In addition toempathy, the tangibles dimension is also expected to be considered as an importantdimension by Islamic bank customers and by bank customers in general. This isunderstandable as almost everyone would like their bank, for example, to have a goodappearance, competent employees, a nice layout, modern equipment etc. Reliability,responsiveness and assurance dimensions, however, appear to be less important. This

Table 3OLS Regression Results: The Weighted Model

R R square Adjusted R square F0.709 0.503 0.494 61.650

Beta t Sig.

(Constant) 3.803 0.00WTAN 0.299 2.699 0.007WREL -0.056 –1.052 0.393WRES -0.015 –0.127 0.899WASS 0.116 0.784 0.433WEMP 0.362 2.630 0.009


is consistent with the results reported by some other studies like Augur and Nataraajan.“ This varying importance accorded to the five dimensions provides sonic support forthe multidimensional nature of service quality.

Table 4The Results of Analysis of Variance for the Governmental Banks and the Private Islamic Banks

Source SS DF MS F-value Sig.

WTAN Between groups 58.321 1 58.321 0.512 0.475Within Groups 35201.683 309 113.921Total 35260.004 310

WREL Between Groups 12.852 1 12.852 0.182 0.670Within groups 21841.636 309 70.685Total 21854.488 310

WRES Between groups 333.666 1 333.665 2.844 0.093Within groups 36249.838 309 117.313Total 36583.502 310

WASS Between groups 13.990 1 13.990 0.146 0.703Within groups 29689.285 309 96.082Total 29703.275 310

WEMP Between groups 18.324 1 18.324 0.145 0.703Within groups 38947.322 309 126.043Total 38965.646 310

Overall Between groups 56.275 1 56.278 0.636 0.427Within Groups 27332.452 309 88.455Total 27388.730 310

The above mentioned results confirm the first hypothesis of this study that there isa significant positive relationship between overall service quality and the qualitydimensions in the Iran Islamic banks.

In order to test the remaining five hypotheses, a one-way ANOVA was run. Theresults of the analysis will be reported according to the research hypotheses.

Hypothesis Two‘There is a significant difference between level of overall service quality in theGovernmental Islamic Banks and the Private Islamic Banks’.

Table 4 reveals that there is no significant difference between the overall servicequality in the Governmental Islamic Banks and Private Islamic Banks which meanshypothesis two is not supported. These results were not expected because it is assumedthat each of these two kinds of banks have their own vision and mission, therefore thelevel of service quality should be different.

Hypothesis three‘There is a significant difference in the level of service quality in the Iran Islamic banksbased on the customer’s gender’.


Table 5 shows that there is no significant difference in the service quality betweenmales and females. This might be attributed to the small proportion of females (ic 16.7per cent) in the sample of this study. The results do not support hypothesis three.

Table 5The Results of Analysis of Variance: The Respondent’s Gender

Source SS DF MS F-value Sig.WTAN Between groups 31.511 1 31.511 0.276 0.599Within groups 35228.493 309 114.008Total 35260 310WREL Between groups 1.246 1 1.246 0.018 0.894Within groups 21853.241 309 70722Total 21854.488 310WRES Between Groups 192.185 1 192.185 1.632 0.202Within Groups 36391.317 309 117.771Total 36583.502 310WASS Between groups 54.510 1 54.510 0.568 0.452Within groups 29648.766 309 95.951Total 29703.275 310WEMP Between groups 142.995 1 142.995 1.138 0.287Within groups 38822.651 309 125.640Total 38965.646 310Overall Between Groups 236.504 1 236.504 1.620 0.204Within Groups 45099.065 309 145.952Total 45335.569 310

Hypothesis Four‘There is a significant difference in the level of service quality in the Iran Islamic banksbased on the customer’s age category’.

Table 6The Results of Analysis of Variance: The Respondent’s Age

Source SS DF MS F-value Sig.WTAN Between groups 985.494 3 328.498 2.942 0.033Within groups 34274.511 309 111.643Total 35260.004 310WREL Between groups 243.796 3 81.265 1.154 0.327Within groups 21610.691 309 70.393Total 21854.488 310WRES Between groups 1148.765 3 382.922 3.318 0.020Within groups 35434.737 309 115.423Total 36583.502 310WASS Between groups 1099.702 3 366.567 3.934 0.009Within groups 28603.573 309 93.171Total 29703.275 310WEMP Between groups 1218.845 3 406.282 3.304 0.021Within groups 37746.801 309 122.954Total 38966.646 310Overall Between groups 1906.116 3 635.372 4.491 0.004Within groups 43424.453 309 141.464Total 45335.569 310


The results provided in Table 6 indicate that there is a significant difference in thelevel of service quality in the Iran Islamic banks based on customer’s age categories. alldimensions also showed significant differences between age categories except forreliability. It can be concluded that hypothesis four is accepted.

Hypothesis Five‘There is a significant difference in the level of service quality in the Iran Islamic banksbetween different customer education levels’.

Table 7 reveals that there is a significant difference in the level of overall servicequality and reliability dimension in the Iran Islamic banks between customer educationlevels. The calculated F values were lower than the tabulated value and statisticallyinsignificant in the case of the other four dimensions. However, because the overallservice quality is statistically significant at 0.04 level, it can be concluded that hypothesisfive is confirmed. That is to say the respondents’ views about the level of service qualitydiffer according to their education background.

Table 7The Results of Analysis of Variance: The Respondent’s Education


WTAN Between groups 310.622 3 103.541 0.910 0.437Within groups 34949.382 307 113.842Total 35260.004 310

WREL Between groups 734.335 3 244.778 3.558 0.015Within groups 21120.153 307 68.795Total 21854.488 310




Overall Between groups 190.287 3 63.429 0.431 0.004Within groups 45145.282 307 147.053Total 45335.569 310

Hypothesis Six‘There is a significant difference in the level of service quality in the Iran Islamic banksbased on the customer’s number of years with the bank’.

Table 8 shows that the customer’s number of years with the bank is significant indetermining the level of overall service quality, the tangibles and responsivenessdimensions. The calculated F values were lower than the tabulated value and statistically


insignificant in the case of the other three dimensions. Because the overall servicequality is statistically significant at the 6.94 per cent level, however, it can be concludedthat hypothesis six is confirmed. Thus, there is a significant difference between thelevel of service quality in the Iran Islamic banks based on the customer’s number ofyears with the bank.

Table 8The Results of Analysis of Variance: The Respondent’s Number of Years with the Bank


WTAN Between groups 742.999 3 247.666 2.203 0.088Within groups 34517.005 307 112.433Total 35260.004 310

WREL Between groups 405.674 3 135.225 1.935 0.124Within groups 21448.813 307 69.866Total 21854.488 310




Overall Between groups 625.829 3 208.610 2.393 0.069Within groups 26762.902 307 87.176Total 27388.730 310

5. CONCLUSIONS AND RECOMMENDATIONSThis paper has discussed and analysed service quality in the Iran Islamic banks. Theresearch findings can be summarised as follows:

� The analysis of the sample responses revealed that the Iran Islamic banks’ customerswere satisfied with overall service quality

� The relationship between overall service quality and the SERVQUAL dimensionsin the Iran Islamic banks was positive and statistically significant

� There was no significant difference between the level of overall service quality inthe Governmental Islamic Banks and the Private Islamic Banks

� It was found that empathy and tangibles were the most important dimensions

� There was no significant difference in the level of service quality in the Iran Islamicbanks based on customers’ gender, but there was a significant difference based oncustomers’ age, education levels and number of years with the bank.

Based on the above mentioned results, the following recommendations can be made.First, the Iran Islamic banks should give attention to all the five SERVQUAL dimensions


in order to improve the level of service quality. secondly, in order to create a perceptionof uniqueness in the mind of the customer and to gain an advantage in the marketplace,the Iran Islamic banks should continually evaluate service quality. This can be done byformulating and implementing an effective and rigorous service quality policy. Thispractice will lead to different levels of service quality provided by each bank andconsequently the provision of better services to customers, which will help the IranIslamic banks to compete with conventional banks. Thirdly, in order to improve thelevel of service quality, the two Iran Islamic banks should focus their attention on theservice quality dimensions that matter most to customers namely, tangibles andempathy. In other words, the emphasis should be directed towards improving theappearance of branches and employees, having simplified and understandable brochuresand forms and using the latest technology in the banking industry. Regarding theempathy dimension, the Iran Islamic banks should give attention to such aspects assatisfying customers’ specific needs, making cash machines accessible at any time,expanding the branch network, having customers’ interests at heart and privacy ofcustomers’ personal matters. Reliability, responsiveness and assurance, however, appearto be less important dimensions. Fourthly, when providing new services and even currentservices, the Iran Islamic banks should take into consideration the preferences anddesires of their customers primarily based on three factors: customers’ age, educationbackground and number of years with the bank. To implement this objective, the twoIslamic banks should conduct surveys from time to time when they decide to launch anew service or in order to improve the current services.

The above mentioned recommendations might be useful for other Islamic banks inother parts of the world, as they presumably provide similar services.

6. RESEARCH LIMITATIONSThe researcher tried to distribute all the questionnaires himself in order to explain howto answer the questionnaire. Because of time limitations, however, this was not possible,so around 50 per cent of the questionnaires were distributed through branch managers,which might raise questions about the accuracy of the collected data. The second issuerelated to the sample selection: the procedure followed was to distribute thequestionnaires randomly to customers of the Iran Islamic banks in one state. For thatreason it is difficult to generalise the results of this research because the study did notcover other Iran states.

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