SERVICE QUALITY, CUSTOMER SATISFACTION AND LOYALTY IN BANKING SECTOR OF PAKISTAN

The major purpose of the research paper is to measure the quality of service offered by private banks operating in Pakistan. Moreover, it tries to investigate the relationship between service quality, customer satisfaction and loyalty. In order for a bank offer to reach the customers, there is a need for services. These services depend on the type of product and it differs in the various organizations. Service can be defined as an intangible offer by one party to another in exchange of money for Service quality in the management and marketing literature is the extent to which customers' perceptions of service meet and/or exceed their expectations. Thus service quality can intend to be the way in which customers are served in an organization which could be good or poor. A loyalty program may give a customer advanced access to new products, special sales coupons or free merchandise. Our study shows the three basic aspects of a customer in the banking sector which are service quality, customer satisfaction and banking loyalty in the banking sector. The findings of our study show that most of our respondents are well satisfied with banking services to provide by different commercial and Islamic banks such as HBL, UBL, NBP, MCB etc. in Peshawar sadder. The services provided by the banks particularly ATM machines are very praised by the customers. The loyalty provided to customers by the banks was also very good and most of the respondents were satisfy from that but there were also some major problems in these banking sectors for customers which should be handled as soon as possible for their good services we also find out that the banking policies for customer services and to maintain loyalty with customer should be enhanced more precisel