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Abstract

This study examines the effect of service quality on customer satisfaction at A Bank (Ayeyarwaddy Farmers Development Bank), based on the SERVQUAL model. The SERVQUAL model includes five key dimensions: Tangibles, Reliability, Responsiveness, Assurance, and Empathy, which were used to measure customer perceptions of service quality. The research aims to identify the dimensions of service quality that most influence customer satisfaction, using data collected from 120 customers at A Bank’s Head Office through a Google Form survey. Primary data were collected by convenience sampling method. The findings reveal that Reliability, Assurance and Empathy have a significant positive impact on customer satisfaction, while Tangibles and Responsiveness do not have a significant effect. These results suggest that customers value dependable services and trustworthiness over the physical appearance of facilities and the speed of service. The study also indicates that demographic factors, such as age, education level, and income, influence customer satisfaction, with younger, more educated customers showing a higher level of satisfaction. Based on these findings, the research recommends that A Bank prioritize improvements in service Reliability, Assurance and Empathy by focusing on consistent service delivery and building trust through clear communication and professional conduct.

Author: Yaw Shing Awei