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Relation between Zone of Tolerance and Importance of Service Quality Attributes: An Empirical Study Commercial Banks
In ever increasing intense competition, providing service quality is vital for banks to compete. The of this study is to identify the service quality dimensions, establish the zone of tolerance based on the minimum and desired service and to explore the relation between the height, width of tolerance zone and the importance of service quality attributes. The responses from five hundred customers of the commercial banks on perception of service quality, importance, minimum and desired level of service of twenty two attributes of service quality are used to identify the five dimensions of service quality. The height and width of tolerance zone are then established. The study reveals that the perceived service with respect to all the service quality attributes is within the tolerance zone. It is also observed from the study that there is positive correlation between importance of service quality attributes and the height of tolerance zone, negative correlation between importance of service quality attributes and the width of tolerance zone.
Service Quality, Zone of Tolerance, Desired Service, Minimum Service
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