The Impact of Quality Service on Customer Satisfaction in the Banking Sector amidst Covid-19 Pandemic: A Literature Review for the State of Current Knowledge

Abstract

The relationship between quality service and customer satisfaction has gained remarkable recognition since the 1980s. To date, researchers are still determined to find out how quality service in terms of tangibility, reliability, responsiveness, assurance, and empathy, impact customer satisfaction. This study provides a review of the literature on the influence of service quality on customer satisfaction in the banking sector amidst the COVID-19 pandemic to determine the existing research gap. Evidence from the literature review shows mixed results where some of the dimensions of quality service positively influence customer satisfaction while others impact it negatively. However, while evidence from the African context reveals positive relationships between the variables, the phenomenon remains inadequately researched, mainly in the Namibian context. Furthermore, empirical evidence covered under this study has examined the matter from the quantitative perspective, leaving no evidence from a qualitative standpoint. Thus, a call for further investigation to delve deeper into the issue to constrict the gap. In so doing, the study developed a conceptual framework that future studies can employ. The conceptual framework consolidates the moderation role of the COVID-19 pandemic to the relationship between quality service and customer satisfaction based on the amendments made to the services which come with variations in customer satisfaction.