Service quality measurement practices in commercial banks: A systematic literature review

Abstract

Background: Service quality is a critical factor in sustaining competitive advantage and enhancing customer satisfaction in commercial banks. Despite its importance, there is no comprehensive framework for measuring service quality across the global banking sector.
Aim: This study aims to systematically review literature on customer service quality measurement practices in commercial banks globally and to develop a comprehensive conceptual SERVQUAL framework.
Methods: A systematic literature review is conducted using Boolean operators to connect keywords and retrieve relevant studies from Scopus, ProQuest and Web of Science databases. The main search terms are ‘customer service quality measurement’ and ‘commercial banks’. PRISMA guidelines are applied to ensure rigorous article selection.
Results: The review highlights limited innovation in service quality measurement globally, with notable progress mainly in Asia. While traditional SERVQUAL dimensions – assurance, responsiveness, reliability, empathy and tangibility – are widely used, emerging dimensions such as digitalisation, innovation, accessibility, employee competencies, efficiency, compliance, nature of services and employee commitment remain underexplored. No integrated framework currently addresses these evolving factors in modern banking.
Conclusion: This study develops a comprehensive conceptual SERVQUAL framework comprising 13 core dimensions to enhance service quality in commercial banks. Further empirical research is recommended to validate its applicability and effectiveness in diverse banking contexts.
Contribution: The review offers new insights into service quality measurement, contributing to the development of a multidimensional framework for commercial banks.