Abstract

The study investigated the service quality initiatives taken by Pakistani commercial banks in Lahore based on the perceptions of 447 respondents, selected by using multistage random sampling technique, through SERVQUAL scale which was found reliable at 0.866 Cronbach’s alpha. Mean scores, alphas, and correlations were calculated. One-Sample t-test, Independent Samples t-test, and One-way ANOVA were employed for significance and variance analysis. The study concluded that customers, employees, and managers respectively were not satisfied with the overall service quality provided by the Pakistani banks in terms of five sub-scales of service quality. However, tangibles were relatively at top whereas assurance was at the lowest position. Reliability and empathy were at almost similar level and banks failed in their responsiveness. Pakistani banks need to revisit their quality initiatives and focus on responsiveness, assurance, reliability, empathy, and tangibles in order of priority to ensure the set standards of service quality.

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