A Study on the Retail Customers Perspectives on Service Quality Before and After Merger Process of Two Anchor Bank in Malaysia

This study examines the effects of service quality on customer satisfaction from two distinct methodological perspectives. Specifically, a study utilizing a sample of commercial banking customers is conducted wherein service quality is operationalized via two distinct and well-known measures - SERVQUAL and Technical/Functional Quality. These two service quality measures are subsequently compared and contrasted as to their ability to predict customer satisfaction. To further assess the validity of these findings, two moderators of the service quality/ customer-satisfaction relationship are introduced and evaluated. Finally, this research examines the potential utility of employing separate measures for customer satisfaction from the perspectives of both technical and functional aspects of the service delivery process. Overall, our findings are of importance to service managers as they strive to identify efficient and effective approaches for improving quality. The paper explores the theoretical and practical insights of the findings, including potential strengths and limitations of current service quality models with regard to their ability to define and explain the quality/satisfaction relationship