Human Factors of Service Quality: Study of Retail Banking in Sri Lanka

Abstract

Banking sector in Sri Lanka is characterized by increased competition and this intensified rivalry among banks has led them to think seriously about how to compete effectively. Service quality is pivotal in this situation in securing, and acquiring customers to strengthen their core competitive edge. The contribution of human resource is critical in disposing superior quality service to the customers due to the inherent nature of services. This study aims to ascertain the human factors of service quality from the perspective of banking customers in Sri Lanka. Based on the BANKSERV model, a qualitative analysis was done with the support of focus group interviews. The findings characterized four main factors as care, commitment, courtesy and competence that lead to service quality through customer satisfaction.

Keywords: service quality, human factors, care, commitment, courtesy, competence

JEL Classification: M10, M30, M31