Ojo (2010) carried out aresearch on satisfaction in the telecommunication industry

with a focus on Mobile Telecommunication Network (MTN) Nigeria. A total of 230

respondents participated in the study. Research questions and objectives were set,
alongside the hypotheses that were formulated and tested. Descriptive statistics
comprising the simple percentage and tables were used for data presentation and
analysis. Regression analysis and Pearson product moment correlation coefficient
were employed in testing our hypotheses. The study reveals that service quality has
effect on customer satisfaction and that there is a positive relationship between
service quality and customer satisfaction. The researcher concluded by
recommending that organisations should focus more attention on service quality,
because of its effects on customer satisfaction. To ensure that customer satisfaction
level is high, organisation must first of all know the expectations of the customers
and how they can meet such expectations. Customer satisfaction helps in customer
loyalty and retention. It has been discovered that it costs to attract new customer
than to retain existing ones. It is also recommended that organisations should
welcome suggestions from customers and more programmes should be designed to
measure service quality and customer satisfaction.
According to Parasuraman et al. (1988) the perceived service quality is defined as a
global judgment, or attitude, relating to the superiority of the service (p. 16) that
results from the difference between customer expectations about the service and
their perceptions about the actual service received (Asubonteng et al., 1996). It can
be argued that there is a widely consensus among researchers that service quality
consists of five dimensions namely, tangibles, reliability, responsiveness, assurance,
and empathy (Parasuraman et al., 1988; 1991). Specifically, tangibles reflect
customer perceptions about the physical evidence of the service company and
reliability is related to the accurate performance of the service. Moreover,
responsiveness reflects employees willingness to help their customers while
assurance is related to the behavior and expertise of employees. Empathy is linked
to customer perceptions about the attention the service provider gives to the
customer.measuring the perception of consumers regarding service quality and
after that research it became known as SERVQUAL. The dimensions of SERVQUAL
model were: Tangibles physical attributes. Reliability to give promised service.
Responsiveness showing interest to help customers and provide prompt services.
Assurance guarantee competence, courtesy, credibility, and security to
customers by organizations employees using their knowledge. Empathy the
ability to understand and share the feelings of customers. (Parasuraman et al.,
1988).
In today's turbulent economic environment service quality is an invaluable asset that banks
should manage in order to survive and gain a competitive advantage. The present study
assessed and compared the level of perceived service quality offered by various Greek banks.
Significant differences were found between the Greek banks regarding the perceived quality of
their banking services. Moreover, this study examined the highly debated link between service

quality and service loyalty. The findings of the present study indicate that the convenienceproximity of the bank impacts significantly on the loyalty of bank customers (Kranias and
Bourlessa, 2013)
The main objective of this study is to find the interrelationships between service
quality attributes, customer satisfaction and customer loyalty in the retail banking
sector in Bangladesh. The study sought to identify the most important attributes in
bank settings, which may be used to review characteristics of the banks as
experienced by customers. In Bangladesh, no study has yet investigated the above
mentioned interrelationship. The purpose of this study is to fill this gap. A review of
literature was conducted to find out the relationship among service quality,
customer satisfaction and customer loyalty. The literature review confirms this
relationship. A survey was conducted to collect data. The sample size of 100 retail
banking customers was drawn from different banks in Bangladesh. The result shows
that all the service quality attributes are positively related to customer satisfaction
and customer satisfaction is positively related to customer loyalty in the retail
banking settings in Bangladesh. Empathy demonstrates the highest positive
correlation with customer satisfaction and tangibility shows the least positive
correlation with customer satisfaction. This study suggests that SERVQUAL [service
quality model] is a suitable instrument for measuring the bank service quality in the
Bangladeshi context. Therefore, bank managers can use this instrument to assess
the bank service quality in Bangladesh. (Siddiqui, 2011)