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.
Keywords: customer service quality measurement; customer service measurement; service quality measurement; service quality; commercial banks; banks; banking sector; banking industry.
Introduction
Social value
Service quality is a determinant factor in satisfying, engaging and meeting customer expectations as well as creating loyalty in banking services and financial institutions (Ananda, Kumar & Singh 2023:580; Nalini et al. 2014:381; Razak et al. 2020:13). It is a significant variable to enhance the competitiveness of the banking sector (Akhtar 2011:146; Bisis, Jaiswal & Kant 2021:470). It also plays a critical role in maintaining the performance of commercial banks in a competitive environment (Jabnoun & Hassan 2003:458; Mani Upadhyaya et al. 2024:200). It plays an important role in attracting, maintaining and expanding customer bases, improving bank profitability, maintaining company image and competitive advantage (Islam et al. 2021:1164; Nalini et al. 2014:381; Shetty et al. 2022:14; Vencataya et al. 2019:259).
Commercial banks should prioritise continuous improvement in providing service quality and customer satisfaction (Vencataya et al. 2019:260). Service quality is a perpetual practice to meet changing customer expectations in banking services (Rahaman et al. 2020:823). In today’s competitive world, the only possible way to satisfy and retain customers is by offering quality service in the banking industry (Agrawal, Mittal & Gupta 2016:34; Ananda et al. 2023:578). Providing novel and inclusive services to customers is the responsibility of banks (Jahan, Alamgir Hossain & Fang 2020:1256; Shetty et al. 2022:14). Innovation in banking services is a critical factor in meeting customer needs and achieving sustainable development in a competitive environment (Pakurár et al. 2019:1).
However, there is a lack of customer service quality in commercial banks (Ananda et al. 2023:578). Customers frequently encounter challenges in banking services that need improvement, particularly in traditional SERVQUAL service dimensions such as empathy and responsiveness (Jain 2020:361; Razak et al. 2020:13), reliability and tangibility (Ghayth & Molnar 2023:11; Razak et al. 2020:13). Refinement of customer service quality measurement plays a key role in addressing the challenges faced by customers in the banking industry, as it not only improves the customer experience but also builds up the competitive positioning (Shetty et al. 2022:14).
Scientific value
In the past three decades, wide-ranging studies have been conducted on customer service quality in commercial banks, predominantly using the traditional SERVQUAL framework, which includes five core dimensions, namely assurance, tangibility, responsiveness, reliability and empathy (Shetty et al. 2022:14; Vencataya et al. 2019:264). Although this traditional framework is widely recognised, it may not fully capture the changing nature of service quality in modern banking. There is a developing need for comprehensive frameworks that integrate novel dimensions and offer deeper insights (Ghayth & Molnar 2023:12).
The current review of the literature identifies the existence of a coverage gap in key performance indicator (KPI) of service quality in the banking sector such as digitalisation, employee competences, operational efficiency, regulatory compliance, accessibility, innovation, nature of services and employee commitment (Aladwani 2024:1; Asnawi, Sukoco & Fanani 2020:192; Bisis et al. 2021:469; Gazi et al. 2024:1; Islam et al. 2021:1163; Jahan et al. 2020:1256; Kim, Maijan & Yeo 2024:1; Mir, Rameez & Tahir 2023:492; Pakurár et al. 2019:1; Rahaman et al. 2020:1443; Razak et al. 2020:13; Shanmugam & Chandran 2022:1; Zouari & Abdelhedi 2021:1).
Theoretical framework
This study has been grounded in two theories, namely innovation theory and resource-based view (RBV), to address the gaps in previous studies with the integration of a review of literature findings.
Innovation theory
This theory emphasises the role of innovation, particularly in developing novel services in the banking industry and as a driver of competitiveness (Awan & Parveen 2023:1002). Technological advancement is central to this theory, enhancing both operational efficiency and customer service quality in commercial banks (Awan & Parveen 2023:1002).
The resource-based view
This theory underscores the strategic importance of internal resources in achieving a sustainable competitive advantage in commercial banks (Aldaarmi 2024:3). This aligns with the incorporation of digital and financial technologies, service quality standards, dynamic capabilities and knowledge in the banking sector (Aldaarmi 2024:3).
To our knowledge, no systematic review of the literature on customer service quality measurement practices has been conducted in commercial banks in global regions and a comprehensive SERVQUAL framework.
Aim and objectives
The study aims to conduct a systematic review of the literature on customer service quality measurement practices in commercial banks in global regions and to develop a comprehensive conceptual SERVQUAL framework.
Research question
What are the customer service quality measurement practices in commercial banks across the regions?
Research methods and design
The Boolean operator has been implemented to connect keywords, facilitating the search for comprehensive journal articles in the Scopus, ProQuest and Web of Science databases. The main search terms used are (‘customer service quality measurement’) AND (‘commercial banks’). The review of literature process adhered to the PRISMA framework to ensure a systematic selection of final relevant articles. The details of the search terms used in the extraction of the literature from databases is presented in Table 1.
| TABLE 1: Search query adopted in the extraction of journal articles from various databases and its results. |
Following the PRISMA framework, journal articles that are used to answer the research question are selected based on specific inclusion and exclusion criteria. The excluded criteria comprised non-English records outside the scope, review articles, case studies, conference papers, newspapers and book chapters. The inclusion criteria have focused on original peer-reviewed journal articles published from 2000 to 2024, within the fields of business, management and accounting, and covered all geographic regions. The PRISMA flow chart that illustrates the article selection process is provided in Figure 1.
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FIGURE 1: The study selection process flow chart. |
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Analysis
This section presents the results of this study on service quality measurement practices in banking services in global regions, using descriptive statistics. Records extracted from various databases, Scopus, ProQuest and Web of Science, using Boolean operator-connected keywords, are presented in Table 1.
As presented in Table 1, the volume of data extracted from different databases has varied. This variation suggests that the use of multiple databases improves the generalisability of the literature search because of the fact that different databases differ in their content coverage. The highest number of records has been retrieved from the Scopus database, followed by ProQuest.
Following the data records extracted from the various databases, the total records is added to the PRISMA flow chart to facilitate the identification and selection of relevant journal articles for research objectives. A summary of the extracted records is presented in Figure 1.
As shown in Figure 1, after applying the inclusion and exclusion criteria, the final 38 journal articles were selected from a total of 2274. These articles, identified following the PRISMA framework, have been synthesised in Table 2.
| TABLE 2: Key Performance measurement indicators (key performance indicators) of customer service quality. |
As presented in Table 2, the studies included in the final review have been synthesised. Key performance measurement indicators used to measure service quality in commercial banks in global regions have been identified (Table 2). The framework most widely implemented to measure customer service quality in commercial banks has been the traditional SERVQUAL model, which comprises five core dimensions, namely assurance, responsiveness, reliability, empathy and tangibility.
However, new regional-specific dimensions have emerged in banking services, particularly in Asia. These include digitalisation, employee competences, operational efficiency, regulatory compliance, accessibility, innovation, nature of services and employee commitment (Table 2). This reveals an increasing recognition of new dimensions that reflect changing service delivery contexts in global regions.
Although there is substantial use of the traditional SERVQUAL framework in banking services, the review identifies significant research gaps. Critical customer service quality indicators remain underexplored in the banking sector in global regions.
To address these gaps, a comprehensive conceptual SERVQUAL framework is designed, which integrates both traditional and emerging indicators. This framework, developed from the synthesised literature and theoretical foundations reviewed in this study, is presented in Figure 2.
Conceptual framework
This study develops a comprehensive conceptual framework for measuring customer service quality in modern banking services by extending the traditional SERVQUAL framework developed by Parasuraman, Zeithaml and Berry (1988). Although the traditional model incorporates five core dimensions, namely assurance, tangibles, reliability, responsiveness and empathy, this study identifies eight new key dimensions, which are digitalisation, employee competencies, operational efficiency, regulatory compliance, accessibility, innovation, nature of service and employee commitment. Consequently, this study proposes a comprehensive conceptual SERVQUAL framework that incorporates the 13 core dimensions based on the synthesis of literature and RBV and innovation theory. It is a comprehensive and contextually relevant framework to measure customer service quality in the modern banking services.
The framework developed in this study can address key gaps in the traditional SERVQUAL framework and is aligned with the growing customer needs, expectations and technological advancements of modern banking in global regions. By integrating both the traditional SERVQUAL framework and the dimensions of emerging new service quality, a new comprehensive conceptual framework is developed, which can provide a solid foundation for future study and practical application in the banking sector. Table 3 presents details of the 13 core dimensions of the newly developed comprehensive conceptual SERVQUAL framework in this study, after a comprehensive synthesis of the traditional and emerging dimensions of customer service quality in banking services.
| TABLE 3: Details of the dimensions of the comprehensive conceptual SERVQUAL framework proposed in this study. |
As revealed in Table 3, the key dimensions for measuring customer service quality are described in detail, supporting a clear understanding of each dimension and allowing informed action. Figure 2 presents the comprehensive conceptual SERVQUAL framework designed in this review of the literature, which integrates traditional and newly identified dimensions of service quality, resulting in 13 dimensions. This framework is grounded in innovation theory and the RBV, providing a solid theoretical foundation.
The conceptual framework presented in Figure 2 addresses the critical gaps, the lack of a comprehensive measurement of service quality in commercial banks in global regions. It expands the limited scope of the traditional SERVQUAL framework.
As presented in Table 4, Asia contributes 60% of the KPIs of service quality in the development of a new comprehensive conceptual SERVQUAL framework, which exceeds the collective contributions of all other regions. This indicates that Asia has played a crucial role in improving service quality measurement in the banking sector. Table 4 presents a summary of regional contributions to customer service quality measurement in the development of the current conceptual framework.
| TABLE 4: Contribution of regions to service quality measures in commercial banks in the regions. |
As presented in Table 4, the traditional SERVQUAL framework has been the dominant measure of customer service quality in global regions. In this Table 4, Asia led the research domain in service quality measurement and contributed significantly more studies than other regions in commercial banks.
This regional concentration implies that Asia may allocate a better fund to the research area in the banking industry. On the contrary, regions such as North America, Africa and Europe appear to face constraints, which may be because of limited funding or lower prioritisation of this research domain in the industry.
The imbalance in the participation of regions in the research area highlights a significant gap in the development of new measurement of service quality among regions. Table 5 presents the contributions of the regions and countries to the publications of journal articles on the quality of customer service in commercial banks.
| TABLE 5: Contribution of regions and countries to publications on the quality measurement of customer service in the banking sector. |
As presented in Table 5, there is a critical gap in the results of the publication in the regions and countries, which highlights the need for further study, particularly in Africa, Europe and North America. The results show that Asia dominates in the research domain, while the participation of other regions remains insignificant (Table 5).
Furthermore, no studies have been conducted on customer service quality in Australia and South America in the last three decades. This highlights the inconsistent attention the field has received from many regions over the past 25 years. The period of time of regional contributions to the literature is presented in Table 6.
| TABLE 6: Year of publication of articles on customer service quality measurement in commercial banks in the regions. |
Table 6 presents the distribution of the service quality dimensions over the past three decades. Over time, the traditional SERVQUAL framework has remained dominant in measuring service quality in global regions. However, while the introduction of new service quality dimensions has been increasing in Asia, particularly over the past two decades, the participation of North America, Europe and Africa has been insufficient in developing new measures in banking industry.
Table 6 indicates that Asia has made significant efforts to improve the quality of customer services in banking services. As presented in the table, the highest volume of journal publications was achieved from 2020 to 2024, followed by the period 2015 to 2019. This trend implies that there is an evolving focus on the research area over the past decade, especially over the past 5 years.
Despite the increase in publications of journal articles in a field, the review of the literature reveals that there has not been a comprehensive framework for measuring service quality in the banking industry in the global regions. Furthermore, the collective number of articles published in the last 25 years, excluding those from Asia, remains insignificant. This underscores the need for more studies in under-represented regions such as South America, Australia, Europe, Africa and North America.
Ethical considerations
An application for full ethical approval was made to the University of South Africa College of Accounting Sciences Research Ethics Committee and ethics consent was received on 11 November 2024. The ethics approval number is 5119.
Review findings
Key findings
The traditional SERVQUAL framework, which encompasses five core dimensions, namely assurance, empathy, responsiveness, reliability and tangibility, remains the most widely used for measuring service quality in banking services in global regions. The current review of the literature identifies eight additional dimensions, particularly within Asia. These comprise digitalisation, employee competencies, operations efficiency, regulation compliance, accessibility, innovation, nature of services and employee commitment. As a result, this study develops a comprehensive conceptual framework that incorporates 13 dimensions from the integration of five core traditional SERVQUAL dimensions and eight newly identified dimensions in the current review. This comprehensive conceptual SERVQUAL framework is theoretically grounded in innovation theory and RBV, which enhances its rigour and relevance in measuring customer service quality in commercial banks across global regions.
Asia contributes 60% of the dimensions of service quality in the currently proposed comprehensive conceptual SERVQUAL framework in this study, demonstrating the region’s leadership in the field of research on customer service quality within commercial banks. However, there is a high regional imbalance in research output, with insignificant contributions from Europe, Africa and North America. There are no single publications of journal articles from South America and Australia. Although there is a notable increase in the volume of publications from 2020 to 2024, there has not been a comprehensive SERVQUAL framework to measure customer service quality in commercial banks.
A review of the literature on customer service quality measurement practices provides critical insights. As revealed in Table 2 and Table 4, the traditional SERVQUAL framework continues to be widely implemented in banking services in global regions. However, Table 4 also highlights the significant under-implementation of newly identified dimensions such as digitalisation, employee competencies, operational efficiency, regulatory compliance, accessibility, innovation, nature of service and employee commitment, particularly outside the Asian region. There is a geographical concentration of studies in the domain, with Asia, which contributes 82% of the articles published on the quality of customer service, followed by Africa at 11%. However, no single study from Australia and South America has been published in the field (Table 5). This reveals a significant disparity in the participation of regions in research domains throughout the world.
The temporal trends in Table 6 illustrate that the research topic has received special attention in commercial banks in recent years, with 71% of journal articles published from 2020 to 2024, especially in Asia. However, in the past 25 years, which is from 2000 to 2024, the publication output of Europe, Africa and North America remains limited. Collectively, the results of this review reveal that there has been an absence of a global inclusive framework for measuring service quality in the banking sector, despite evolving academic attention and increasing customer needs and expectations.
Strengths and limitations
Strengths of the study
A wide-ranging search of databases, including Scopus, Web of Science and ProQuest, significantly improved the strength of the literature review. The systematic selection process of relevant articles is guided by the PRISMA framework, which ensures methodological rigour and transparency. This study extended the scope of the traditional SERVQUAL framework to a comprehensive conceptual framework that is in line with current changes in customer service trends and technological advances in commercial banks. It also provides an in-depth description of the dimensions of service quality and their origins in regions and countries.
By integrating studies from various global regions, the study expands its global relevance and contextual depth. The comprehensive conceptual SERVQUAL framework developed serves as a valuable resource for a variety of stakeholders, including customers, shareholders, bank management, researchers, regulatory bodies and policymakers interested in service quality within the banking industry. Furthermore, the study synthesises, analyses and summarises journal articles over a 25-year period, from 2000 to 2024, offering a comprehensive review of the research landscape and its evolution over time.
Limitations of the study
This review of the literature is limited to peer-reviewed articles, excluding relevant grey literature, industry reports and non-English publications. Furthermore, the exclusion of journal publications prior to 1999 may result in the omission of relevant studies.
Implications and recommendations
Implication
The comprehensive conceptual SERVQUAL framework is essential for measuring the quality of services in the modern banking industry around the world. It emphasises the need for commercial banks to adapt to the growing needs of customers, expectations and technological advancement. Academics and practitioners can adopt this framework to guide future research and measure the quality of customer service in the banking sector. The results emphasise the importance of balance in the research efforts of global regions to ensure the development of a contextually relevant service quality framework in the sector. Academic university institutions and policymakers in regions where there are insufficient representatives are encouraged to participate in service quality research to fill existing gaps.
This study proposed an extended traditional SERVQUAL framework that integrates eight additional dimensions, increasing its theoretical depth and practical relevance. In theory, the integration of novel dimensions advances the traditional SERVQUAL framework and supports the dynamic nature of modern banking. Integrated dimensions of service quality are digitalisation, regulatory compliance and innovation. They improve a systems-oriented perspective and advance more holistic and discerning academic research. The newly developed framework also offers a solid foundation for future empirical studies.
Practically, the designed framework plays a critical role in driving the development of a novel service, especially in areas such as innovation, digital access and employee competencies. Commercial banks that prioritise innovation and employee commitment can create market differentiation, strengthen brand distinctiveness and develop customer loyalty. Implementing emerging dimensions such as accessibility, operational efficiency and empathy can significantly promote customer satisfaction and retention. In addition, assessing customer service quality helps ensure compliance with regulations, employees’ skills and commitment and highlights the need for continuous training and internal engagement.
From the viewpoint of policymakers and regulatory bodies, this framework is a critical tool for providing valuable guidance for formulating standardised benchmarks for customer service quality in commercial banks, which improve transparency and accountability. It also supports the establishment of customer-based policies that prioritise customer needs and digital inclusion and improve compliance in the delivery of banking services.
Recommendations for future research
Future research is needed to empirically investigate the impact of the current SERVQUAL framework, which encompasses 13 core dimensions, on customer service quality – a critical driver of customer retention, competitive advantage, customer satisfaction and loyalty within the global commercial banking sector. Commercial banks are encouraged to implement these comprehensive dimensions of service quality to maintain competitiveness in a rapidly developing market. Future studies should also test the relationship between the newly introduced service quality framework and better understand the impact on customer satisfaction in banking services in global regions.
The result of a review indicates that extensive studies have been conducted in Asia, while there is little engagement in the other regions of the world in the research area. This regional imbalance revealed that further studies should be conducted in areas where there is a lack of representation in the publications of studies, such as South America, Africa, Australia, Europe and North America.
To maintain a competitive advantage, commercial banks must continuously innovate banking services to meet customer needs, expectations, build loyalty, improve brand image and promote operational efficiency. Future studies should implement a proposed comprehensive conceptual SERVQUAL framework that incorporates the traditional SERVQUAL dimension with newly identified dimensions, namely digitalisation, innovation, accessibility, employee competencies, operational efficiency, regulatory compliance, the nature of services and employees’ commitments. These integrations will support evaluating customer service quality comprehensively in commercial banks across global regions.
Conclusion
This study develops a comprehensive conceptual SERVQUAL framework by extending the traditional SERVQUAL framework and integrating eight newly identified core dimensions in the review of the literature in global regions. The newly developed conceptual framework, which comprises 13 dimensions, offers a comprehensive and contextual approach to the measurement of customer service quality, addresses the gaps in the literature and provides solid foundations for future studies and practical application.
This framework is theoretically based and integrates the dimensions newly identified in the review of the literature with traditional SERVQUAL dimensions. Emerging variables are digitalisation, innovation, accessibility, employee competencies, operational efficiency, regulatory compliance, nature of service and employee commitment. Although Asia is the leading region for conducting research on customer service quality in the banking industry, the results of the literature review reveal that there is a substantial regional imbalance in publications. This implies the need for more studies in the rest of the global regions to address the gaps in publication contributions in the research area. The limited adoption of modern service quality dimensions outside of Asia underscores the need for further empirical validation.
This proposed comprehensive conceptual framework supports commercial banks in providing quality service based on customer needs, expectations and regulatory compliance. It helps to make the wise decision that commercial banks use to achieve a sustainable competitive advantage in the market. It plays a pivotal role in improving customer satisfaction and service delivery in banking services. Furthermore, the lack of standardised practices and the disparities in research engagement in the field emphasise the importance of global harmonisation.
Finally, this study serves as the basis for future studies and policymakers. It aims to advance customer service quality standards in commercial banks in global regions. The newly developed SERVQUAL framework not only enhances theoretical understanding but also provides practical value to various stakeholders looking to innovate and improve customer service quality in the banking sector.
Acknowledgements
The authors of this study would like to acknowledge the University of South Africa for the opportunity given for us to conduct this systematic literature review in the areas of customers’ service quality measurement practice in commercial banks across the regions.
We declare that we use Microsoft 365 Copilot and Writefull solely to improve grammar, clarity and academic writing style. All fundamental content and original ideas are our own, and we have carefully reviewed and revised every AI-suggested change. This use is consistent with UNISA’s Academic Integrity Policy and course guidelines.
Competing interests
The authors declare that they have no financial or personal relationships that may have inappropriately influenced them in writing this article.
Authors’ contributions
A.D.K. searched for the relevant journal articles on the research area and wrote the manuscript. I.M. guided the writing, revised and edited the manuscript.
Funding information
This research received no specific grant from any funding agency in the public, commercial or not-for-profit sectors.
Data availability
The authors declared that the sources of data used to write this manuscript are extracted from different databases and are available in this manuscript references section. This manuscript is entirely based on a review of the literature.
Disclaimer
The views and opinions expressed in this article are those of the authors and are the product of professional research. They do not necessarily reflect the official policy or position of any affiliated institution, funder, agency, or that of the publisher. The authors are responsible for this article’s results, findings, and content.
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