. Dr. Elangbam Haridev Singh, Dawa Drakpa2


The purpose of this paper is to evaluate the service quality in retail banking in the least developed countries like Bhutan . This is an analytical study based mainly on the primary data collected through structured questionnaire. The questionnaire has been personally administered on a sample size of 262, chosen from four banks in Bhutan in Central district of Thimphu (Thimphu City) and southern District of Chukha (Pheounsoling). The result indicates that customers' perception has reached on highest in the Prompt and accuracy in transactions of the bank and lowest in the service of modern equipment and décor. Due to the increasing competition in retail banking, customer service is a crucial part of Banks integrated strategy and bank must give their due attention to the customers' perception about service quality. The researcher is studying the relationship between service quality and customer satisfaction.


Service quality, Least Developed country, Bank, Retail banking, Bhutan

Full Text:



Stafford, M.R., “Demographic discriminant of service quality in the banking industry”, Journal of services marketing, 10(4), pp.6-22.

Hossain, M., & Shirley, L. 2009, Customer perception on service quality inretail banking in Middle East: the case of Qatar.International Journal of Islamic and. Middle Eastern Finance and. Management. Vol. 2 No. 4

Andreassen, T.W., and Olsen, L.L. (2008). The impact of customers’ perception of varying degrees of customer service on commitment and perceived relative attractiveness. Managing Service Quality, Vol. 18, No. 4, pp. 309-28.

Cowling, A., and Newman, K. (1995). Banking on People. Personnel Review, Vol. 24, issue 7, pp. 25-41.

Gefen, D. (2002). E-commerce: the role of familiarity and trust. International Journal of Management Science, Vol. 8, No. 6, pp. 725-37.

Dawes, J., and Swailes, S. (1999). Retention sans frontiers: issues for financial service retailers. International

Journal of Bank Marketing, Vol. 17, No.1, pp. 36-43. http://dx.doi. org/10.1108/ 02652329910254037

Davies, F., Moutinho, L., and Curry, B. (1995). Construction and testing of a knowledge-based system in retail bank marketing. International Journal of Bank Marketing, Vol. 13, No. 2, pp. 4-14.

Chaoprasert, C., and Elsey, B. (2004). Service quality improvement in Thai retail banking and its management implications. ABAC Journal, Vol. 24, No. 1, pp. 47-66.

Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing. 18(4), pp. 36–44.

Lehtinen, U., and Lehtinen, J.R. (1982). Service quality: a study of quality dimensions. Working Paper. Service Management Institute. Helsinki.

Parasuraman, A., V. Zeithaml and Berry, L. (1985). A Conceptual Model of Service Quality and Implications for Future Research. Journal of Marketing, 49(4), pp. 41–50.

Parasuraman, Berry and Zeithaml. Refinement and Reassessment of the SERVQUAL Scale. Journal of Retailing, Winter 1991, pp. 420-50.

Cronin, J.J., and Taylor, S.A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, Vol. 56, No. 3, pp. 55-68.

Babakus, E., & Boller, G.W. (1992). An empirical assessment of the SERVQUAL scale. Journal of Business Research, 24, 253-268.

Carman, J.M. (1990). Consumer perceptions of service quality: An assessment of the SERVQUAL dimensions. Journal of Retailing, 66(1), 33-55.

Ding Hooi Ting (2004). Service quality and satisfaction perceptions: curvilinear and interaction effect. International Journal of Bank Marketing, Vol. 22, Iss: 6, pp.407 – 420. /10.1108/02652320410559330

Taylor, S.A. (1997). Assessing regression-based importance weights for quality perceptions and satisfaction judgements in the presence of higher order and/or interaction effects. Journal of Retailing, Vol. 73, No. 1, pp.135-59.

Taylor, S.A., and Baker, T.L. (1994). An assessment of the relationship between service quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, Vol. 70, No. 2, pp. 163-78.

Oliva, T.A., Oliver, R.L., and MacMillan, I.C. (1992). A catastrophe model for developing service satisfaction strategies. Journal of Marketing, Vol. 56, No. 3, pp. 83-95. http://dx.doi. Org /10.2307/1252298

Edris, T.A. (1997). Services considered important to business customers and determinants of bank selection in Kuwait: a segmentation analysis. International Journal of Bank Marketing, Vol. 15, No. 4, pp. 126-33.

Athanassopoulus, A.D. (1997). Another look into the agenda of customer satisfaction: focusing on service providers’ own and perceived viewpoints. International Journal of Bank Marketing, Vol. 15, No. 7, pp. 264-78.

Ahmad, J., and Kamal, N. (2002). Customer satisfaction and retail banking: an assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, Vol. 20, No. 4/5,pp. 146-61.

Goode, M.M.H., Moutinho, L.A., and Chien, C. (1996). Structural equation modeling of overallsatisfaction and full use of services for ATMs. International Journal of Bank Marketing, Vol. 7, pp. 4-11.

Yavas, U., and Yasin, M.M. (2001). Enhancing organizational performance in banks: a systematic approach. Journal of Services Marketing, Vol. 6, pp. 444-53. 10.1108/ EUM0000000006099

Cronin, J.J., and Taylor, S.A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, Vol. 56, No. 3, pp. 55-68.

Islam, N. & Ahmed, E. (2005), “A Measurement of Customer Service Quality of Banks in Dhaka City of Bangladesh”, South Asian Journal of Management articles/ mi_qa5483/is_200501/ai_n21375939/ Visit date:13 Jan, 2011


  • There are currently no refbacks.