Submitted in fulfillment of the requirements of the Degree of Master of
Technology: Marketing, Durban University of Technology, 2012. / The aim of this study is to investigate service quality at retail banks, such as Standard Bank,
ABSA Bank, First National Bank and Nedbank in Durban. The four objectives of this study are
set as: Firstly, to identify the level of satisfaction with customer service received from different
retail banks in Durban; Secondly, to identify customers’ expectations in terms of quality
services provided by retail banks; Thirdly, to ascertain the perceptions of customers towards
the service provided by retail banks in Durban; Fourthly, to measure the gaps between
customer expectations and perceptions of service quality, using a modified version of the
SERVQUAL model.
The instrument used to assess the retail bank customer’s expectation and expectations of
service quality, was the SERVQUAL questionnaire, measuring expectations and perceptions
according to five quality dimensions. A total of 448 students were surveyed. Quota sampling
was used in this study, in order to improve representativeness. Using quota sampling involves
selecting the characteristics that are required in the sample and then sampling until enough
representatives of each category are achieved. Although this is a form of non-probability
sampling, a quota sample can provide a good approximation to a probability sample. It means
that distributing questionnaires to a certain group would be stopped after the prescribed quota
is reached. Data were analysed using descriptive and inferential statistical techniques.
Conclusions and recommendations were thereafter drawn from the literature and the findings
of the study.
The study shows that retail bank customer expectations of service quality exceeded their
perceptions in the five service quality dimensions used in the SERVQUAL questionnaire. This
study is also important because it will assist bank managers to convert negative perceptions
to positive impressions. Consequently, customers will benefit from the improved, outstanding
customer service.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:dut/oai:ir.dut.ac.za:10321/863 |
| Date | 05 June 2013 |
| Creators | Zungu, Nkululeko PraiseGod |
| Contributors | Raap, Peter John, Mason, Roger Bruce |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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