Abstract
Perceived service quality is very important concept in banking sector. It is therefore necessary to
acknowledge the perception of customers from different areas-as they are becoming more critical
and demanding. After studying many research papers and literature, the SERQUAL model
modifies by adding up three variables (Sincerity, Formality, personalization) and excluding two
variables (Empathy and tangibility) by keeping in view urban and rural banks services and
perceived differences of both types of customers. Using a sample of 240 respondents, a selfcompletion questionnaire was given to rural and urban banks’ customers from Bahawalpur City
and surrounding rural areas to determine perception of service quality of banks. Descriptive
statistics, T-test and Cronbachs’ alpha were employed to get results of the study. The results show
that urban banks customers have highest perception in assurance and lowest in personalization.
Similarly, rural customers also perceive that they are getting highest assurance while formality is
the lowest service quality dimension they are getting. Surprisingly, this study indicates that overall
rural customers have more perceived satisfaction. This study suggests that rural banks should
improve technology and infrastructure. Urban banks should focus on hiring and training employees
having high level of sincerity, formality, and personalization for customers.
MUHAMMAD FAROOQ SHABBIR, MUHAMMAD SALMAN SHABBIR, JAWAD IQBAL, SADAF HAFEEZ, RABIA SALMAN. (2016) PERCEIVED SERVICE QUALITY IN CONTEXT OF RURAL AND URBAN BANKS IN PAKISTAN, Paradigms , Vol 10, Issue 1.
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