Customer Satisfaction in Banking Industry of Pakistan


Dr. Masood Hassan , Shahbaz Sheikh , Awais Ahmad , Ali Hyder Lakhani , Abdul Samad , Muhammad Owais Ahmed ,

Download Full PDF Pages: 36-58 | Views: 396 | Downloads: 90 | DOI: 10.5281/zenodo.6911912

Volume 11 - June 2022 (06)


The motivation behind this paper is to assess the consumer loyalty of banking industry in Pakistan. As we know that the customer need and satisfaction is really important these days, because customers want a high service quality in their banks of Pakistan so for the customer satisfaction banks need to understand their needs about the services that they are giving. The main interest of the clients is to get the great incentive for their cash. Because of expanding market intensity nobody can refuse the importance from getting service quality. This study gives understanding the quality of service that effect on consumer loyalty in financial area of Pakistan. The questionnaire of this study is gathered data through analysing the dependent variable that is customer satisfaction. This study also based on the literature review that we examine in the conceptual frame work that how the determinants are important for the customer satisfaction the full analysis of those five quality of service are in that part. This research also provides the clear picture how the people think about their banks and the services that they provide them.


Customer satisfaction, Service quality, Customer loyalty.


Ajmal, H. (2018). Impact of service quality on customer satisfaction in banking industry of Pakistan: A case study of Karachi. Journal of Social and Administrative Sciences. Retrieved May 3, 2022, from

Ajmal, H., Khan, R. A., & Fatima, M. (2018, July 23). Impact of service quality on customer satisfaction in banking industry of Pakistan.Journal of Social and Administrative Sciences. Retrieved May 25, 2022, from

Akbar, M. M., & Parvez, N. (2009). Impact of service quality, trust, and customer satisfaction on customer’s  loyalty. ABAC  Journal, 29(1).

Al-Eisa, A. S., & Alhemoud, A. M. (2009). Using a multiple-attribute approach for measuring customer satisfaction with retail banking services in Kuwait. International Journal of Bank Marketing, 27(4), 294-314.

Anjum, M. N. (2017, June 26). Analyzing predictors of customer satisfaction and assessment of retail banking problems in Pakistan.Tylor Francis Online, 4, 2017(1), 5–10.

Berry, L. L. (1995). Relationship marketing of services—growing interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245

Brady, M.K., Cronin Jr, J.J., & Brand, R.R. (2002).Performance-only measurement of service quality: a replication and extensionJournal of Business Research, Retrieved May 26, 2022, from 55(1), 17-31. doi. 10.1016/S0148-2963(00)00171-5

Bukhari, I., Khalid, M., Khan, A., & Hassan, M. (2022, February 2). Comparative Analysis of Customer Satisfaction & its Effect on the Financial Growth Study on Privatized & State-Owned Banks in Pakistan.Researchgate. Retrieved May 18, 2022, from

Chen, B., 2001. The Relationship between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, 213-217

Churchill Jr, G.A., & Surprenant, C. (1982).An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504.

Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 12-40.

Cronin Jr, J.J., & Taylor, S.A. (1992).Measuring service quality: a reexamination and extension. The Journal of Marketing, 56, 55-68.

Dinh, V., & Pickler, L. (2012).Examining service quality and customer satisfaction in the retail banking sector in VietnamJournal of Relationship Marketing, 11(4), 199-214.

El-Adly, M. I. (2019). Modelling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332.

Ennew, C.T., Binks, M.R., & Chiplin, B. (2015).Customer satisfaction and customer retention: An examination of small businesses and their banks in the UK.In Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference (pp. 188-192). Retrived May 26, 2022, from Springer, Cham.

Famiyeh, S., & Kwarteng, A. (2018, September 3). Service quality, customer satisfaction, and loyalty in the banking sector: The moderating role of organizational culture. Emerald Insight. Retrieved May 24, 2022, from

Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19(2), 99-113.

Hammoud, J. A. M. I. L., & Bizri, R. (2018, July 27). The Impact of E-Banking Service Quality on Customer Satisfaction: Evidence From the Lebanese Banking Sector. Sage Journals. Retrieved May 7, 2022, from

Ibáñez, V. A., Hartmann, P., & Calvo, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs. The Service Industries Journal, 26(6), 633-650

Maji, S., & Biswas, B. (2016, November 5). Ensuring Customer Satisfaction in Banking Sector through Service Quality.Ensuring Customer. Retrieved May 22, 2022, from

Naeem, H., Akram, A., &Saif, I. (2009, December 1). Service Quality And Its Impact On Customer Satisfaction: An Empirical Evidence From The Pakistani Banking Sector. Core. Retrieved May 22, 2022, from

Oliver Bacetic and Adam Persson.(2018, February).Service quality and its effect on customer satisfaction in online-banking.University of Kristianstad.

Oliver, R .L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction decisions. Journal of marketing research, 17(4), 460-469.

Parasuraman, A. & Grewal, D. (2000). The Impact of Technology on the Quality Value Loyalty Chain. A Research Agenda. Journal of Academy of Marketing science, 28(1), 168-174.

Parasurman, A., Zeithaml, V. A. & Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 12-40.

Persson, A., &Bacetic, O. (2018, May 25). Service quality and its effect on customer satisfaction in online-banking.HogskolanKristianstad. Retrieved May 25, 2018, from

Qadeer, S. (2013, November 1). Service Quality & Customer Satisfaction A case study in Banking Sector. Diva Portal. Retrieved November 1, 2013, from

Sabir, R., Akhtaa, N., Ghafoor, O., Hafeez, I., Chaudhry, A., &Rehman, A. (2014, June 1). Difference Between Islamic Banks and Commercial Banks Performance In Pakistan. Irmbr Journal. Retrieved May 19, 2022, from

Saner, T. (2016, July 16). Customer Satisfaction in the Banking Sector.Science Direct. Retrieved May 22, 2022, from

Siddiqi, K. O. (2011). Interrelations between service quality attributes, customer satisfaction and customer loyalty in the retail banking sector in Bangladesh. International Journal of Business & Management, 6(3), 12-36

Vaslow, J. (2018, March 27). Customer Satisfaction Might Be the Only True Competitive Advantage Left in Banking. MSR Group. Retrieved May 23, 2022, from

Yang, Z. & Fang, X. (2004). Online Service Quality Dimensions and their Relationships with Satisfaction: A Content Analysis of Customer Reviews of Securities Brokerage Services. International Journal of Service Industry Management, 15(3), 302-326

Zeithaml, V. A. Parasuraman, A. & Malhotra, A. (2002). Service Quality Delivery through Web sites: A Critical Review of Extent knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.

Zeithaml, V. A., Berry, L. L. & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

Zeithaml, V. A., Parasuraman, A. & Berry L. L. (1990). Delivering quality service: balancing customer perceptions and expectations, The Free Press: New York.

Cite this Article: