Analyzing Gaps in Banking Service Quality Using the SERVQUAL"* Model: An Applied Study on the Commercial Bank, Derj Branch

Abstract

The study aims to evaluate the quality of banking services provided by the National Commercial Bank (Daraj branch) using the SERVQUAL model by measuring the gap between customer expectations and their actual perceptions of the services. The study adopts a descriptive-analytical approach, with a questionnaire designed based on the five SERVQUAL dimensions (Reliability, Responsiveness, Assurance, Empathy, and Tangibles) distributed to a random sample of 70 customers. The results indicate negative gaps across all dimensions, with the highest gaps recorded in "Responsiveness" (-1.92) and "Empathy" (-1.85), while the smallest gap was in "Tangibles" (-1.32). Additionally, the relative importance analysis revealed that customers prioritize "Reliability" (25.53%), followed by "Assurance" (21.93%). The study recommends adopting improvement strategies focused on employee training and enhancing technological infrastructure to bridge these gaps.