Measuring Customer Experience in Select

International Journal of Academe and Industry Research
Volume 3 Issue 4 December 2022

DOI: https://doi.org/10.53378/352955
Measuring Customer Experience in Select

Rural Banks Through SERVQUAL
1
Nelda A. Rosima & 2Elaine Joy C. Apat
Abstract
Improvement of every financial institution is based on the quality of service they provide. In the
Philippines, most bank’s clients prefer financial institutions that render quality service. With resurgence
of interest and need for effective delivery of service, this study aimed to determine the effectiveness of
service provided by selected rural banks in terms of tangibility, responsiveness, reliability, empathy and
assurance. It utilized descriptive method and selected two hundred client-respondents through quota
sampling. The results showed significant differences in empathy, reliability, responsiveness and assurance
when grouped according to sex, kind of service availed and monthly income. However, no significant
difference was found when the five dimensions are grouped according to age and civil status. The results
further revealed that the company is highly effective in providing quality service in terms of assurance
and reliability, and effective in terms of tangibility, responsiveness, and empathy. From the assessments
of customer experience, the banks need to provide more modernized facilities for better services, furnish
more pamphlets and promotional tools to educate clients on the bank regulations, new products or
services catered, and improve facilities by providing additional seats and reading materials while clients
are waiting for their transactions.
Keywords: assurance, empathy, reliability, responsiveness, rural bank, service quality, tangibility
Article History:
Received: October 5, 2021 Revised: April 10, 2022
Accepted: May 10, 2022 Published online: December 5, 2022
Suggested Citation:
Rosima, N.A. & Apat, E.C. (2022). Measuring Customer Experience in Select Rural Banks Through SERVQUAL.
International Journal of Academe and Industry Research, Volume 3 Issue 4, pp. 195 - 212. DOI:
https://doi.org/10.53378/352955
About the authors:

1Corresponding author. Batangas State University – Lipa City, Philippines
2Laguna State Polytechnic University – San Pablo City, Philippines
© The author (s). Published by Institute of Industry and Academic Research Incorporated.
This is an open-access article published under the Creative Commons Attribution (CC BY 4.0) license,
which grants anyone to reproduce, redistribute and transform, commercially or non-commercially, with
proper attribution. Read full license details here: https://creativecommons.org/licenses/by/4.0/.
196 | International Journal of Academe and Industry Research, Volume 3 Issue 4
1. Introduction
In today's society, an effective banking system performs a crucial and active role in the
growth of the country. A well-developed financial system ensures both economic and social
development. Banks play important roles in socioeconomic development by encouraging people
to save, making trade and commerce functions easier, creating job opportunities, promoting
agricultural development, implementing monetary policy, and balancing development. The
Philippine banking system is composed of universal and commercial banks, development banks,
thrift banks, rural and cooperative banks. With the introduction of universal banks as a result of
the relaxation of Philippine regulatory rules; the merger of one commercial bank with another;
and, for rural banks, the implementation of international banking standards, the competition to
remain relevant has become a daily battle. Banks are key players in financial market operations
(Khan & Fasih, 2014), and they play a critical role in keeping a country's economy running
smoothly.
In today's highly competitive corporate environment, service quality is critical to increase

customer satisfaction and loyalty. Thus, service quality and customer satisfaction are more
important than ever for banks to understand in order to remain competitive and, inevitably, grow.
It is vital to understand how to measure the consumer's perspective in order to better understand
and satisfy their needs. Service quality is highly valued because it leads to increased customer
satisfaction (Chingang & Lukong, 2010). In order to have key outcome, banks must consider
various antecedents of service quality such as tangible things, dependability, guarantees, and
compassion (Sharp & Sharp, 1997) as well as to improve their performance and profitability
(Hackl et al., 2000; Anderson et al., 1994; Lewis, 1993). Initially, service quality was assessed
using the following criteria: reliability, responsiveness, competence, access, courtesy,
communication, credibility, security, understanding the customer, and tangibles to assess the gap
between customer expectations and experience.
Given the premise of measuring service quality, this study considered empirical evidence
on the particular need to assess service quality and customer satisfaction in rural banks, as well
as using the SERVQUAL model to better measure customer satisfaction. Several studies pointed
out the need to clearly state the measurable organizational goals and targets through visible
activities that would entail quality products and services. These serve as the organizational
roadmap to achieving higher market share, customer satisfaction and loyalty. In addition, studies
ISSN 2719-0617 (Print) 2719-0625 (Online) | 197
showed that providing quality services gives any business with a long-term competitive
advantage. It enables them to meet not only their customers' current needs, but also to anticipate
their future needs. This ability to anticipate future customer needs enables them to consistently
delight their customers by providing high-quality services. As a result, it increases customer
satisfaction and loyalty (Wisniewski, 2001; Naik et al., 2010; Zeithaml, 1988). Furthermore, the
study sought to address the importance of improving service quality in the banking industry,
particularly in selected branches of a rural bank, to identify customer attitudes toward current
customer service quality, to assist the bank in determining the influential factors that define the
quality of customer service based on customer research, to assess clients’ satisfaction with the
services and to compare service quality dimensions.
Kossman (2017) indicated that the single most important factor in successfully running
customer service operations is service quality. Meanwhile, Ayikwei Quarshie et al. (2018)
described that rural banking sectors’ service quality is still a critical component of the customer
experience. Clients are satisfied when rural banks provide quality service that meets their
aspirations (Swar & Sahoo, 2012). As a result, most rural banks consistently evaluate their
services to promote customer satisfaction, with the end goal of increasing consumer loyalty in
mind. In particular, this study assessed the service quality of selected rural banks through a
survey of the service quality in terms of tangibility, empathy, reliability, responsiveness and
assurance. It also sought to determine the significant difference on the assessment of service
quality on selected rural bank when grouped according to customer profile.
2. Theoretical Framework
This study is anchored on the Service Quality Model or SERVQUAL Model developed
and implemented by Valarie Zeithaml, A. Parasuraman and Leonard Berry in 1988. This model
is the widely-used and accepted measure of service quality experience by the customers. Several
studies scrutinized and assessed the different dimensions of SERVQUAL model (Park et al.,
2021; Gregory, 2019; Altuntas, & Kansu, 2020) and applied the theory to measure customer
experience in various industries such as hospitality (Sonawane, 2020; Beheshtinia, & Farzaneh,
2019), healthcare (Behdioğlu et al., 2019; Fan et al., 2017; Demir et al., 2020; Muhammad &
Cyril, 2010; Ali & Ware, 2018; Jonkisz et al., 2021; Altuntas & Kaya, 2020; Pekkaya et al.,
2019), telecommunications (Samen et al., 2013), aviation (Rezaei et al., 2018; Chou et al., 2011;
Basfirinci & Mitra, 2015), transportation (Tumsekcali, 2021; Awasthi et al., 2011), education
(Shekarchizadeh & Hon-Tat, 2011; Gregory, 2019; Udo, 2011), banks (Ali, & Raza, 2017; Raza
et al., 2020), and logistics (Baki, 2019; Stević et al., 2021). This model is also known as the
RATER model, which emphasizes the five service factors being measured such as reliability,
assurance, tangibles, empathy and responsiveness. This model was initially designed for service
industries. However, several other industries started to adopt the concept in the measurement of
customer satisfaction.
Figure 1
The gap model by Parasuraman et al. (1985)
The five dimensions of SERVQUAL known by its acronym RATER are:
Reliability. It is the firm’s ability to perform the promise service accurately and
dependably.
Assurance. It is knowledge and courtesy of employees and their ability to inspire trust
and confidence
Tangibles. It refers to physical facilities, equipment and appearance of personnel
Empathy. It is caring and individualized attention paid to customers
Responsiveness. It is the firm’s willingness to help customer and provide prompt service
2. Methodology
The descriptive method of research was utilized in this study. The data were gathered
from the responses of two hundred (200) clients of the selected rural banks in the Philippines.
Quota sampling was used since survey was only administered to clients who were willing and
interested in answering the questionnaire.
Table 1
Demographic Profile
Characteristics Frequency Percentage

Age
18 – 22 years old 36 18
23 – 27 years old 55 28
28 – 32 years old 28 14
33– 37 years old 26 13
38 – 42 years old 25 12
Above 42 years old 30 15
Sex
Male 48 24
Female 152 76
Civil Status
Single 87 43.5
Married 93 46.5
Widower 8 4
Separated 12 6
Monthly Income
less than P8,000 58 29
P8,000– P19,999 106 53
P20,000 – P29,000 23 11.5
P30,000- P39,000 8 4
P40,000 and above 5 2.5
Kind of Service Availed
Deposit 43 21.5
Loan 93 46.5
Both 64 32
The researcher-made survey questionnaire was the primary data collection tool in this
study. It was divided into two sections: the first focused on the respondents' profile on age, sex,
civil status, monthly income, and services used, while the second contained items to assess the
service quality. It was validated by the panel, which included a grammarian, an industry expert,
and a statistician. Furthermore, to test the instrument's reliability, the researcher performed a dry
run and obtained a reliability of 0.745 using Cronbach's alpha.
The researcher distributed hardcopy questionnaires to clients of selected rural bank. At

the onset, the objectives of the study were explained and the respondents were asked whether
they have availed any services from any rural bank within the vicinity. Only respondents who
had transaction with the rural bank, whether offline or online, were considered to the survey. The
study followed data privacy procedures such as personal data of the respondents are secured and
confidential. Furthermore, the information gathered was securely kept after the distribution of
questionnaires and the data gathered was used only for the purpose of the study.
Upon the administration of the survey questionnaire, the gathered data were tallied and
subjected to the following statistical tools:
Frequency and Percentage. This was used to analyze the profile of the respondents in
terms of age, gender, civil status, monthly income, and kind of service availed.
Weighted mean. It was used to determine the assessment of the respondents on the
effectiveness of service quality in terms of tangibility, empathy, reliability, responsiveness, and
assurance.
T-test. This was used to determine the significant difference on the assessment of the
respondents on the service quality when grouped according to sex.
F-test (ANOVA): This was utilized to determine the significant difference on the
assessment of the respondents on service quality when grouped according to age, civil status,
monthly income, and kinds of service availed.
3. Results and Discussion
The SERVQUAL MODEL as used in this study consists of five dimensions: tangibility,
reliability, empathy, responsiveness, and assurance. The assessment of the services consists of:
Tangibility - the physical facilities, equipment, and personnel appearance
Responsiveness - willingness to assist customers and provide prompt service
Reliability - provide the promised service consistently and accurately
Assurance - dependability and reputation
Empathy - personalized attention given (Lau et al., 2013)
Table 2
Perceived Service Quality using SERVQUAL
Indicators M SD Interpretation
Tangibility
The bank has......
1. modern equipment and IT system. 3.17 0.094 Effective
2. appropriate physical facilities. 3.26 0.093 Effective
3. neat reception desk. 3.23 0.099 Effective
4. good promotional tools such as pamphlets. 3.03 0.203 Effective
5. a pleasant atmosphere and good ambiance. 3.30 0.158 Effective
Composite Mean 3.20 Effective
Empathy
The employees of the bank....
1. give attention to each customer. 3.59 0.049 Highly Effective
2. observe consideration to clients. 3.52 0.049 Highly Effective
3. respond to the client’s specific needs. 3.57 0.038 Highly Effective
4. Clearly explain the bank transactions. 3.67 0.036 Highly Effective
5. show politeness. 3.6 0.005 Highly Effective
Composite Mean 3.6 Highly Effective
Reliability
The bank......
1. makes sure that the clients records are all correct. 3.6 0.031 Highly Effective
2. shows sincerity in solving client’s problem. 3.59 0.031 Highly Effective
3. shows truthfulness. 3.65 0.035 Highly Effective
4keeps customer informed and updated. 3.57 0.012 Highly Effective
5. references are always available. 3.56 0.029 Highly Effective
Responsiveness
The employees of the bank...
1. inform the clients when services will be performed. 3.52 0.041 Highly Effective
2. accomplish the service on time. 3.47 0.041 Effective
3. are always willing to help their clients. 3.6 0.030 Highly Effective
4. respond to clients request punctually. 3.53 0.035 Highly Effective
5. attend to customer’s need immediately. 3.53 0.046 Highly Effective
Assurance
1. The employees deal with client’s confidentiality. 3.61 0.032 Highly Effective
2. Clients feel secure about their transactions with the bank. 3.63 0.021 Highly Effective
3The accounts are handled safely by the bank employees. 3.68 0.011 Highly Effective
4. The bank employees answer questions comprehensively. 3.68 0.012 Highly Effective
5. The bank assures safety while serving the clients. 3.69 0.015 Highly Effective
The assessment of service quality was analyzed in two ways. The survey results on the
five dimensions were tested for its manifestation of the level of satisfaction received and
perceived by customers. Similarly, the test of significant difference reflects the market
segmentation. This allows the rural banks to provide focused and customized services to
different market segments.
Based on the tangibility dimension, rural banks have a pleasant atmosphere, a good
ambiance, and adequate physical facilities. The majority of clients were pleased with the bank's
services; they felt at ease when entering the building. It was also revealed that the bank had a
nice reception desk. Furthermore, the bank's equipment is adequate and visible for client use.
However, the bank has effective promotional tools, such as pamphlets, which result in the lowest
mean. Overall, the bank meets the client's satisfaction in terms of tangibility, and the result
indicates that the rural bank's service quality was effective. According to Bateson and Hoffman
(2016), the SERVQUAL tangible dimension compares consumer expectations to consumer
perceptions of the firm's ability to manage its tangibles. The tangible of a company includes a
wide range of objects such as architecture, design, layout, carpeting, desks, lighting, wall colors,
brochures, daily correspondence, and the appearance of the company's personnel. The findings
are similar to Aktharsha et al. (2013) that modern-looking equipment and visually appealing
physical facilities improve customer service experience.
Based on the empathy dimension, the respondents' assessment was highly effective, with
a composite mean of 3.59. The highest weighted mean of 3.67 indicates that employees clearly
explain bank transactions, while the lowest weighted mean of 3.52 indicates that employees
show consideration to clients. Overall, bank employees meet client satisfaction by providing
quality service with empathy. According to Krznaric (2014), empathy has a reputation as a soft,
feeling emotion. Many people associate it with everyday kindness, emotional sensitivity, and
being gentle and caring toward others. Empathy, as a well-thought-out concept in the
relationship marketing literature, is regarded as a significant variable for individual consideration
among people (Jones & Shandiz, 2015; Lee et al., 2011; Markovic et al., 2015). Empathy is
regarded as an essential component for fruitful employee and customer communications, which
frequently lead to encouragement and pro-social and selfless behavior, particularly in the service
literature (Aksoy, 2013; Daniels et al., 2014; Itani & Inyang, 2015).
In terms of reliability, the respondents' assessment showed highly effective services

provided with a composite mean of 3.59. The highest weighted mean of 3.65 indicates that the
bank is truthful, while the lowest weighted mean of 3.57 indicates that the bank's references are
always available. Overall, the bank meets the expectations of its customers by providing high-
quality services that are dependable. According to Goble (2010), reliability as a measure of
success, serves as a likelihood that a device will be successful: that is, that it will perform its
intended function satisfactorily when required to do so. According to service quality researchers,
as indicated in the study of Johnson and Nilsson (2003), because of the nature of service
production instead of goods production, reliability is relatively more important for services.
In terms of responsiveness dimension, the rating was highly effective with a composite
mean of 3.53. The highest weighted mean of 3.60 indicates that bank employees are eager to
assist their customers, while the lowest weighted mean of 3.47 indicates that bank employees
complete the service on time. Overall, the bank meets client expectations by providing quality
service in a timely manner. According to Verma (2012), it is client’s concern whether employees
of the company would be willing and ready to provide service promptly. Moreover, Robert and
Wowor (2011) argue that tangibles and responsiveness can lead to customer satisfaction and
repeat transactions. Customers who are treated well by employees in the organization will have a
long-term positive impact on the organization's long-term survival.
In terms of bank's assurance of client safety, the respondents rated them highly effective.
Furthermore, the clients confirmed that they feel secure when transacting with the bank. The
highest mean of 3.69 is obtained by respondents who are satisfied that the bank ensures their
safety while serving them. Employees who deal with clients confidently, on the other hand,
obtain the lowest mean of 3.61. Overall, the bank meets the clients' expectations in terms of
assurance. The result indicates that assurance is highly effective when it comes to the bank's
service quality. According to Wu (2013), the ultimate fate of the enterprise in the market is
governed by quality assurance. Quality assurance provides employee teams with systems,
resources, and discretion tailored to their unique contribution to the organization to keep them up
to date on the progress of quality management improvements.
Table 3 shows that there is no significant difference in respondents' assessments of the
Rural Banks’ service quality in terms of tangibility, empathy, reliability, responsiveness, and
assurance when grouped by age. This implies that despite a large age difference among the
clients, they have the same assessment of the bank's service quality dimensions. As such, there is
no implied need for customized banking services by age group. Although rural banks offer
banking services for children and teens, the majority of the customers transacting for them are
the legal guardians. As such, rural banks provide same services across all age groups. The study
of Lee et al. (2012) found that satisfaction level of senior citizens and younger customers differ.
While there is statistical difference in level of satisfaction, there was no significant relationship
between the customer level of satisfaction and perceived service quality. Similarly, Titko et al.
(2021) found generation as an independent and significant predictor of service satisfaction.
Table 3
Differences on the Perceived Service Quality
Dimension Computed F-Values P-Values Decision on Ho Interpretation
Age
Tangibility 2.17 0.061 Do not Reject Not Significant
Empathy 0.838 0.525 Do not Reject Not Significant
Reliability 0.504 0.773 Do not Reject Not Significant
Responsiveness 2.054 0.075 Do not Reject Not Significant
Assurance 1.698 0.139 Do not Reject Not Significant
Sex
Empathy 3.812 0.000 Reject Significant
Reliability 2.88 0.005 Reject Significant
Responsiveness 2.643 0.010 Reject Significant
Assurance 2.78 0.007 Reject Significant
Civil Status
Empathy 0.936 0.425 Do not Reject Not Significant
Reliability 1.214 0.307 Do not Reject Not Significant
Responsiveness 1.711 0.167 Do not Reject Not Significant
Assurance 1.27 0.287 Do not Reject Not Significant
Monthly Income
Tangibility 3.812 0.000 Reject Significant
Services Availed
Tangibility 3.812 0.000 Reject Significant
When respondents are grouped by sex, there is a significant difference in their assessment
of the Rural Bank's service quality in terms of tangibility, empathy, reliability, responsiveness,
and assurance. The findings of Kim (2020) explained similarities and differences between male
and female consumers’ perceptions of service quality, which involves male looking for limited
dimensions while female considering more dimensions for satisfaction. For example, if male
customers are focused on fast transactions with the bank, female customers include comfort,
personalized service and enthusiasm of the bank employees. Similarly, Newell (2019) found
gender bias in the buying and selling activities. For example, gender of the sales person does not
seem to be a consideration for male buyers while female buyers consistently give less favorable
evaluations to female sales people than male sales representatives. Liu et al. (2015) found that
personal innovativeness has more positive impact on behavioral intention for males than for
females while Snipe et al. (2006) found that males tend to rate the fairness of service encounters
higher than females.
Furthermore, there is no significant difference in respondents' assessments of the Rural

Bank's service quality in terms of tangibility, empathy, reliability, responsiveness, and assurance
when grouped by civil status. As civil status does not correspond to an economic position, but
rather to a social position (Rotman, 2009), this implies that civil status is not regarded when
providing customized banking services. However, when respondents are grouped by monthly
income, there is a significant difference in their assessment of the Rural Bank's service quality in
terms of tangibility, empathy, reliability, responsiveness, and assurance. This implies that social
status of a person affects the perception on customer satisfaction. For this, Lawes et al. (2022)
found that life satisfaction and income satisfaction significantly decreased for individuals
affected by unemployment. Similarly, customers with lower income tend to rate their satisfaction
much lower than those with higher income.
There is also a significant difference in respondents' assessments of the Rural Bank's
service quality in terms of tangibility, empathy, reliability, responsiveness, and assurance when
categorize by type of service availed. This clearly explains that the different services of the banks
required different levels of personalized services. While other types of services required less
customer interaction such as deposit and withdrawal, majority of the services need personalized
approach such as opening an account, loan, complaints and corporate services. Hence, it
becomes vital for service providers to meet or exceed their target customers' satisfaction with the
quality of services they expect (Singh & Arora, 2011).
4. Conclusion
This study assessed the services of select rural banks by the 200 clients through
SERVQUAL dimensions such as tangibility, responsiveness, reliability, empathy, and assurance.
The descriptive method via a researcher-designed questionnaire gathered data treated with
frequency count, weighted mean, T-Test, and F-Test (ANOVA).
The results showed the quality of service in terms of empathy, reliability, responsiveness,
and assurance as highly effective. Furthermore, there is significant difference in view of quality
service when grouped according to sex, monthly income and kind of service availed while there
is no significant difference in view of quality service when grouped according to age and civil
status. While the customers are satisfied with their banking experience, the banks need to
consider personalized services by sex, social status and services offered. In addition, the banks
could consider more branding and marketing tools, newspapers, and magazines and keeping
references readily accessible and to maintain accurate and reliable information. Furthermore,
banks could consider well-modernized equipment for improved services and enough marketing
tools for clients to learn more about the bank's product features. On a small scale, providing
additional seats and several printed materials like magazines, newspapers for the clients while
waiting for their transactions.
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International Journal of Academe and Industry Research

Volume 3 Issue 4 December 2022

Measuring Customer Experience in Select

About the authors:

In today's highly competitive corporate environment, service quality is critical to increase

The gap model by Parasuraman et al. (1985)

The five dimensions of SERVQUAL known by its acronym RATER are:

Tangibles. It refers to physical facilities, equipment and appearance of personnel

Empathy. It is caring and individualized attention paid to customers

Characteristics Frequency Percentage

The researcher distributed hardcopy questionnaires to clients of selected rural bank. At

3. Results and Discussion

Assurance - dependability and reputation

Empathy - personalized attention given (Lau et al., 2013)

In terms of reliability, the respondents' assessment showed highly effective services

Furthermore, there is no significant difference in respondents' assessments of the Rural

Samen, Akroush, M. N., & Abu-Lail, B. N. (2013). Mobile SERVQUAL: A comparative

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