An Analysis of Service Quality and Customer Satisfaction in the Banking Sector: A Focus on Quetta, Balochistan

This study explores the impact of service quality on customer satisfaction within the banking sector in Quetta, Balochistan. Service quality is a critical determinant of customer satisfaction, which in turn influences customer loyalty, retention, and the overall success of banks. The research examines key dimensions of service quality—tangibles, reliability, responsiveness, assurance, and empathy—and their relationship with customer satisfaction. It also highlights the role of employee satisfaction in enhancing service quality and improving customer experiences. Given the unique socio-economic and cultural context of Quetta, the study investigates how local factors such as infrastructure, demographic diversity, and cultural expectations shape the banking service delivery. A combination of quantitative and qualitative research methods, including surveys of bank customers and employees, is employed to gather data. The findings suggest that service quality, particularly in areas like responsiveness, reliability, and assurance, plays a significant role in shaping customer satisfaction. Additionally, employee satisfaction is shown to have a positive impact on the quality of service provided to customers. The study concludes with recommendations for banks in Quetta to invest in employee training, enhance infrastructure, and tailor their services to the specific needs of the local population in order to improve overall customer satisfaction. This research contributes to the understanding of service quality dynamics in emerging markets, particularly in underrepresented regions like Balochistan.