In servicemarketing literature, service quality is well-described as the overall assessmentof a service by the customers (Eshghi et al., 2008) or the extent to which aservice meets the needs or expectancies of the customers, Asubonteng et al.(1996). As well, according to Parasuramanet al. (1985), service quality is “The discrepancy between consumers’perceptions of services offered by a particular firm and their expectationsabout firms offering such services”. If what is perceived is underneath theexpectation, customers judge quality as low and if what is perceived is met or exceeds expectation then customer seesservice quality to be high. The vital elementof service quality known are; consumer’s expectation which is what they feel thebusinesses should offer and this is influenced by the personal needs of the customer,experience, word-of-mouth and business’ communications (Parasuraman et al.
,1985).Nevertheless, this meaning of expectation is that of service quality literaturewhich is different from expectation in the customer satisfaction literaturewhich defines expectation as assumptions made by the consumer about what is likely to happen during an impendingtransaction. Consumers’ perception of performance is from their experiences (Parasuramanet al., 1988). Generally, studying expectations and experiences of customers inmany different contexts is very interesting. It is of interest to study theseconcepts in the context of banks because banks play an instrumental role in thelives of people and it is also important for the banks to know what the clientsexpect and perceive from them.
Therefore, in this study, we will defineconsumer’s expectation as what consumers think should be offered by the idealbanks while consumer’s perception will be defined as what they experienced inthe banks and this is assessed after the performance. Moreover, service qualityis mainly focused on meeting the customer’s needs and how good the serviceoffered meets the customer’s expectation of it. It is however hard ,accordingto previous studies, to measure service quality due to its intangible nature andbecause it deals with expectations and perceptions of customers which is toughas well to determine because of the complexity of human behavior.