Research Article

Perceived Service Quality and Customer Satisfaction in Banking Performance: An Empirical Study in Sudanese Agricultural Bank, Wad Medani Branch, Sudan (2015)

Author: Mohamed OA Bushara

This study aimed at identifying the Agricultural Bank of Sudan customers’ assessment of the service quality provided by the bank using SERVQUAL measurement model which is concerned with the gap theory which states that the level of the service quality from the customers’ viewpoint is measured by the difference between the actual service quality (the actual performance) and the expected service quality. So that if the actual performance equals or greater than the expected, the quality will be satisfactory or optimum and if the performance is lower than expected level, the quality will be unsatisfactory and below expectation level. The study also aimed at identifying the relative importance of quality standards that customers use when evaluating the service quality. The size of the study sample was (252) customers from the bank’s customers of the Agricultural Bank of Sudan, a branch of Wad Medani town was selected out of a total of (739) customers, and then they were interviewed. The study results indicated that customers’ evaluation of the actual service quality was generally positive, however, it doesn’t reach the level of their expectation. The study also indicated that customers give greater relative importance for sympathy dimension when evaluating the provided service quality. The reliability, assurance, response and finally the tangible elements they came in the second. The study recommendations include the necessity of improving the provided service quality by the bank to reach or exceed customers’ expectation for preserving the actual bank’s customers and gain their loyalty and attract potential customers through the adoption of service quality as a strategy for competition and excellence. This will act to improve the competitive status of the bank and increasing its profitability