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\title{Service Quality and Customer Satisfaction in Banking Sector during COVID-19 -An Empirical Analysis of Sri Lanka}
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             \author[1]{Hussain  A.S.A.A}

             \author[2]{  Sivathmajasarma.J}

             \author[3]{Abeysekara  A.M.K}

             \author[4]{Hansani  H.L.U}

             \author[5]{S.  Thelijjagoda}

             \author[6]{W.D.N.  Madhavika}

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\date{\small \em Received: 10 November 2020 Accepted: 30 November 2020 Published: 15 December 2020}

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\begin{abstract}
        


The study is an out breaking study in the context of COVID-19; since this examined the gap between customer perception and service quality of banking sector of Sri Lankan during the COVID-19. As community spread of the coronaviru (COVID-19) proliferates, alternatives to in-person banking and physical exchanges are looking more and more attractive. Further; the World Health Organization (WHO) has advised people to use contactless payment and avoid handling banknotes as much as possible, since the coronavirus may continue to live on banknotes for days, accelerating spread of the disease (World Health Organization, 2020).

\end{abstract}


\keywords{COVID-19, customer satisfaction, banking service, servqual.}

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\let\tabcellsep& 	 	 		 \par
fter being adversely affected by the Easter Attack in April 2019, the Sri Lankan economy was on track for a steady recovery towards the year 2020. The COVID-19 pandemic, which emerged in Wuhan, China, spread rapidly throughout the world and caused global lockdowns. In March 2020, curfew was imposed throughout the country which resulted in the standstill of the majority of economic activities.\par
In providing liquidity and relief to all businesses and individuals, the banking sector remains a vital component of the economy, as multiple shocks being absorbed by the country are growing in immensely over time. Although we expect the banking system to be strong enough to this COVID-19 crisis, as it has been in the past through the country's numerous other crises, we cannot estimate the unusual situation in which COVID-19 has affected the world as a whole.\par
At the end of 2019, the sector continues to focus on large banks, namely Domestic Systemically Significant Banks (D-SIBs), consisting of BOC, PB, COMB and HNB representing 53.8\% of industry assets, with the two state banks (BOC and PB) accounting for 34.2\% of total industry assets. The Sri Lankan banking industry, with a total asset base as of 31 December 2019, LKR 12,522.7 Bn (USD 69.2 Bn 2 ) and a net loan portfolio of LKR 7,922.9 Bn (USD 43.7 Bn 2 ) have come under tremendous strain as the pandemic proliferates around the world and impacts diverse industries. The banking sector in Sri Lanka is mainly exposed to the sectors of consumption, construction, wholesale and retail trade and manufacturing, which accounted for 18.4\%, 15.6\%, 14.2\% and 10.6\% of the total loans disbursed. Correspondingly in 2019 (KPMG, 2020).\par
Growing recognition of consumers and their interests, shifting demand, and strong competitiveness in the banking industry need continuous improvement in the bank's standard of service to please its consumers. Several studies have analyzed the impact banks have on consumer satisfaction with the service level. In Sri Lanka, the strong rivalry between commercial banks to gain and keep sustain, they are adopting various approaches to improve customer loyalty, which is very necessary for the success of banks. However, the lack of analytical data related to the impact of the quality of service on consumer loyalty, especially consumers who were carrying accounts in both sector banks, inhibits the overview of new approaches to increase the quality of service and optimize customer satisfaction \hyperref[b3]{(Anjalika \& Priyantha, 2018)}. 
\section[{Introduction}]{Introduction}\par
The research thus attempted to investigate the impact of the standard of service on consumer satisfaction. The research would help bank managers determine what kinds of variables are highly effective in increasing customer satisfaction, their shortcomings and helping to take remedial steps to boost customer satisfaction that contributes to better service quality in the banking sector \hyperref[b3]{(Anjalika \& Priyantha, 2018)}. 
\section[{II.}]{II.} 
\section[{Objective}]{Objective}\par
The main objective of the study is to determine the Service Quality and Customer Satisfaction in Sri Lankan banking sector during COVID-19. 
\section[{III.}]{III.} 
\section[{Literature Review}]{Literature Review}\par
Service quality in banks consists of two sections, as technological service quality and service quality. In technological service quality, the banking service needs a computer system or machines to operate their services. That includes ATMs, telephone banking, mobile banking, Short Message Service (SMS) banking, internet banking, and online payment \hyperref[b11]{(Dimitriadis \& Kyrezis, 2008;}\hyperref[b7]{Chris \& Hsieh, 2006;}\hyperref[b31]{Zhu, et al., 2002)}. Good technology-based services become the key pillar in increasing the customer satisfaction and reputation \hyperref[b17]{(Kumar \& Mittal, 2015)}. Both the private and public sectors are given more technological service to the customers to attract the customers and considered as provision of positive perceptions for their customers about that organization. Service quality can be described as the variation between the customer assumption of service and customer awareness of the actual service achievement. The concept of service quality is a multidimensional occurrence that includes several scopes that make up the theory \hyperref[b20]{(Parasuraman, et al., 2002)}.\par
Five dimensions of service quality; tangibility, reliability, assurance, responsiveness, empathy. Reliability is the ability of a company to deliver promising services in a specific and reliable way. Responsiveness is the company's top priority for helping clients and providing prompt service. Tangibles are the presence of the company's communication tools, facilities, equipment and staff. The Assurance is the ability to express information, knowledge, courtesy, and trustworthiness to the employees of the company and empathy is individual attention, careful look provides customers \hyperref[b12]{(Felix, 2017;}\hyperref[b15]{Hussein \& Hapsari, 2015;}\hyperref[b13]{Girish \& Harish, 2013;}\hyperref[b23]{Piason, et al., 2013;}\hyperref[b22]{Peter \& Vassilis, 1997)}. According to \hyperref[b26]{Sudesh (2007)}, stated that the deprived service quality in public area banks are mostly because of the lack of tangibility assets, as well as a shortage of Quick and positive responses and understanding and empathy. On the other side, private area banks were initiated to be more developed in this respect. Generally, overseas banks were comparatively close by to their clients' hopes in time of the numerous extents of service quality. Strong positive single linear correlation between individual service quality dimensions with customer satisfaction . The strong link between customer satisfaction and customer perception \hyperref[b13]{(Girish \& Harish, 2013}).Among the service quality and customer satisfaction have a strong positive linear relationship in Sri Lankan banks .\par
The SERVQUAL model, one of the most regularly used models for measuring service quality \hyperref[b30]{(Yapa \& Hasara, 2013)}. Grouping of the model SERVQUAL and SERPERF can prove empirically to the extent the service quality in the banking trade, Study shown on a bank in America. Shaped a tool to measure the excellence of service at a bank, identified as BANKSERV containing dimensions: staff conduct, credibility, communication, and Access to teller service \hyperref[b2]{(Affandi, et al., 2016)}.\par
Customer satisfaction, service quality, customer loyalty, corporate image, service facility and accessories, convenience and supporting services are mostly affected by customer satisfaction and perception about the banking sectors \hyperref[b25]{(Sivanandamoorthy, 2012)}. Improving service quality and customer satisfaction is the key differentiator in competing more successfully in the banking sector in Sri Lanka (De Silva, 2009). Customer satisfaction and service quality have a strong positive relationship \hyperref[b20]{(Parasuraman, et al., 2002)}. Providing service quality leads to customer satisfaction, customer loyalty, new customer attraction, increase market shares and profitability for the banking sector \hyperref[b16]{(Kumari, 2011)}. As service quality improves and customer satisfaction increases, customer loyalty, customer retention, relationship marketing, positive word of mouth and increase customer tolerance increase the likelihood of customer satisfaction \hyperref[b19]{(Newman, 2001;}\hyperref[b18]{Mark \& Luiz, 1995)}. when the quality of service improves, customer satisfaction increases, thereby strengthening the relationship between banks and the customer \hyperref[b27]{(Thangapandi \& Gobinath, 2016)}. Increasing customer satisfaction and then, increasing customer retention, creating a relationship between user and provider, increasing customer tolerance and word of mouth advertising. 
\section[{a) The Conceptual Model}]{a) The Conceptual Model}\par
Service Quality (SERVQUAL), generally referred to as the service quality model developed by \hyperref[b21]{Parasuraman et al. (1985)}, is used as a conceptual method to define, from the perspective of clients, the effect of service elements and customer satisfaction. There are five main aspects of the model, such as Reliability, Assurance, Tangibles, Empathy and Responsiveness. 
\section[{S ervqual Model}]{S ervqual Model}\par
Source: \hyperref[b21]{Parasuraman et al. (1985)} Based on the SERVQUAL module the following hypotheses were derived. H1: There is a positive impact of "empathy "on customer satisfaction in the commercial banking industry during COVID 19. H2: There is a positive impact of "reliability" on customer satisfaction in commercial banking industry during COVID 19. H3: There is a positive impact of "responsiveness" on customer satisfaction in commercial bank industry during COVID 19. H4: There is a positive impact of "assurance" on customer satisfaction in commercial bank industry during COVID 19. H5: There is a positive impact of "tangibles" on customer satisfaction in commercial bank industry. H6: There is a positive impact of overall service quality on customer satisfaction in commercial bank industry during COVID 19.\par
IV. 
\section[{Methodology a) Research strategy}]{Methodology a) Research strategy}\par
Quantitative research is characterized as a systematic investigation of a specific objective to measure and interpret data in order to obtain results (Apuke, 2017). In order to decide whether the hypothesis or the theory holds true, Creswell describes quantitative analysis as an examination of social or human problem based on evaluating a hypothesis or a theory composed of variables, calculated with numbers, and evaluated with statistical procedures. The study adopted the quantitative approach in the study. 
\section[{b) Data}]{b) Data}\par
The study consists of data from both primary and secondary sources. To collect the primary data a self-administered questionnaire was circulated among 400 respondents having adopted the cluster sampling technique which included customers from both private and public banking sectors. 
\section[{c) Analytical Tool and technique}]{c) Analytical Tool and technique}\par
The analytical tool used in the study is SPSS and the technique used for the analysis is multiple regression. Multiple linear regression models were used on the elements of service quality against customer satisfaction to represent the collected data and interpret the relationship between the outcome variable and forecasting or predictive variables. As follows, the equation is explained.CS i = ??0 + ??1TAN1 + ??2EMP2 + ??3RES3 + ??4REL4+ ??5ASS5 CS -Customer Satisfaction TAN -Tangibles EMP -Empathy RES -Responsiveness REL-Reliability ASS-Assurance V. 
\section[{Reliability Analysis}]{Reliability Analysis}\par
As survey data is used for analysis, the reliability of internal accuracy needs to be documented. The most common reliability measure is the alpha value of Cronbach, which was used to assess whether the internal instruments were reliable \hyperref[b6]{(Cho 2016}; Cron bach 1951). A reliability coefficient greater than 0.6 usually suggests that there is substantial accuracy (Hirata 2019; Tsai 2014).The study used Cronbach's alpha to determine internal accuracy, or the reliability estimate, indicating the degree to which items evaluate various aspects of the same term, and found an reasonable value greater than or equal to 0.6. The findings showed that these six dimensions were appropriate and could be used in this study to describe the service quality of private and public bank. VI. 
\section[{Reliability}]{Reliability} 
\section[{Results and Discussion}]{Results and Discussion}\par
In Sri-Lankan context mainly there are two commercial banks available one is public banks and other one is private banks. In the sample 44\% were customers of private banks and 56\% were customers of public banks. 
\section[{Authors' Compilation (2020)}]{Authors' Compilation (2020)}\par
A majority of respondents are from Colombo region in public bank sector (63.4\% that's mean 144 responses) and also in private bank sector also Colombo region response are majority of response (68\% which means 119 response ). Other respondents are from various districts, Anuradhapura, Ampara, Badulla Batticaloa, Galle, Gampaha, Hampanthota, Kalutara, kandy, kurunagale, kegalle, mateale, matara, Monaragala, Killinochi, Jafna, Mullaitiu, polanaruwa, Putalam, Ratnapura, Trincmalee, Vavuniya, Nuwara Eliya are those districts. 
\section[{a) Multiple Regression analysis}]{a) Multiple Regression analysis}\par
Regression analysis was performed in order to test the impact of five dimension of the service quality on the customer satisfaction. The Table \hyperref[tab_0]{1} illustrates the model summary for multiple regression. According to the model summary, 79\% of the variation in the customer satisfaction is explained by the independent variables namely assurance, tangibility, responsiveness, empathy and reliability of the service quality of the banks. The p value is also less than 0.05 and therefore, it could be concluded that the model is of best fit.  In the case of each independent variables, all the independent variables are having the impact on the customer satisfaction. This is evident from the following Table \hyperref[tab_2]{2}. The first factor that influence the customer satisfaction is reliability (p<0.05, t = 8.208). The second influencing factor on the customer satisfaction of the banks in Sri Lanka is empathy (p<0.05, t = 5.320). The third factor is tangibility (p<0.05, t = 4.551). The fourth factor influencing customer satisfaction is responsibility which is with p<0.05, t = 4.037. The fifth factor that influence the customer satisfaction is assurance dimension (p<0.05, t = 2.048).\par
According to Table \hyperref[tab_2]{2}, above, the variance inflation factors (VIF) values are less than ten and therefore, there is no serious multicollinearity issues with the independent variables under study. CS (Customer Satisfaction) = 0.067+0.187 (Tangibility) + 0.089 (Assurance)+ 0.323(Reliability)+ 0.167 (Responsiveness)+ 0.288 (Empathy).\par
The hypotheses were tested and the results are given in Table \hyperref[tab_3]{3} below.  
\section[{Hypotheses status}]{Hypotheses status}\par
H1: There is a positive impact of "empathy" on customer satisfaction in the commercial banking industry. Accepted H2: There is a positive impact of "reliability" on customer satisfaction in commercial banking industry. Accepted H3: There is a positive impact of "responsiveness" on customer satisfaction in commercial bank industry. Accepted H4: There is a positive impact of "assurance" on customer satisfaction in commercial bank industry. Accepted H5: There is a positive impact of "tangibles" on customer satisfaction in commercial bank industry. Accepted H6: There is a positive impact of overall service quality on customer satisfaction in commercial bank industry. Accepted VII. 
\section[{Discussion and Conclusion}]{Discussion and Conclusion}\par
The objective of the study was to examine the impact of elements of the service quality on the customer satisfaction of banking sector Sri Lanka during the COVID-19. The study used the SERVQUAL model which includes five dimension of service quality such as empathy, reliability, responsiveness, assurance and tangibility. The findings suggest that all five dimensions of the service quality positively impact on the customer satisfaction in both private and public banks in Sri Lanka during the COVID-19 period. Despite the fact that the model include all five variables, reliability is the factor that influences the customer satisfaction during the COVID-19 period. Therefore, management should focus on improving the reliability dimension of the banking services more during tough times like pandemic. The second factor influencing on the customer satisfaction is empathy dimension. Hence, private and public banks should attempt to enhance the empathy dimension of the service quality. Hence, it is important for the banks to care the customers individually and it is always good to improve the online banking services to the customers. The next factor that influence customer satisfaction of the banks is tangibility. Banking industry should look into the matters associated with tangibility of the service. This needs to be further improved. Here, physical facilities at the banks, communication materials, equipment and personnel should be considered. Other factors that influence on the customer satisfaction are responsibility and assurance.\par
In the case of responsiveness, employees at the banks should be ready to help instantly to the customers. Therefore, they should be knowledgeable in the banking services. Thus, banks may invest more on the training for their employees in future. The last factor that is having an impact is assurance. This means that employees should have courtesy and the ability to build trust for the customers.\par
This study aids decision makers in the banking industry by providing insights into factors influencing the customer satisfaction during the COVID-19 period. Management may attempt in investigating what aspects of the service quality could further be improved and thereby private and public banks can make the customers happy.\par
A limitation in the study has been the quantitative approach considered in the study. For the future researchers it is recommended to considered both quantitative and qualitative aspects when conducting the same study which will improve the accuracy of the findings through triangulation. Further similar studies are recommended to conduct in other geographical locations to determine whether the customers have been valuing the same quality dimensions in the banking sector as per the findings during the pandemic.\begin{figure}[htbp]
\noindent\textbf{1}\includegraphics[]{image-2.png}
\caption{\label{fig_1}Figure 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{1} \par 
\begin{longtable}{P{0.561864406779661\textwidth}P{0.28813559322033894\textwidth}}
Assurance\tabcellsep Customer\\
Tangibles\tabcellsep Satisfaction\\
Empathy\tabcellsep \\
Responsiveness\tabcellsep \end{longtable} \par
 
\caption{\label{tab_0}Table 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{1} \par 
\begin{longtable}{P{0.85\textwidth}}
Model Summary\end{longtable} \par
 
\caption{\label{tab_1}Table 1 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{2} \par 
\begin{longtable}{P{0.85\textwidth}}
Coefficients a\end{longtable} \par
 
\caption{\label{tab_2}Table 2 :}\end{figure}
 \begin{figure}[htbp]
\noindent\textbf{3} \par 
\begin{longtable}{}
\end{longtable} \par
 
\caption{\label{tab_3}Table 3 :}\end{figure}
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