A systematic review for the use of the SERVQUAL model in banks in India

Purpose - The objective of this study is to examine the status of existing service quality literature, especially SERVQUAL model implementations. In addition, this study aims at developing research questions which can be used by researchers to carry out a further detailed study. Methodology/Approach - This paper attempts to study the existing service quality literature using the SERVQUAL model by addressing certain questions. As part of the review process, platform literature and academic papers were chosen on different service sectors and geographic regions. Findings - This study revealed that while the model is commonly used to measure service quality, this method still needs to be explored further in the the banking industries. Cooperative banking sector lacks sufficient research utilizing SERVQUAL model to boost customer satisfaction/customer loyalty. A set of research questions were developed, based on an extensive literature review, which can be used to carry out further studies in the banking sector.