# Introduction a) Service Quality ey to success and survival of any business is the deliverance of quality services to customers and Islamic banks are not exception to this. The banking industry is facing very intense competition due to technological advancement and improved communication systems. Financial services provided by banks are generally undifferentiated products. The banks can distinguish themselves on the basis of improved service quality which is critical for expansion of market share (Shafie, Azmi & Haron, 2004). However, it is difficult to define and measure quality in services because of the intangible nature of services offered. However, a series of researches have been conducted to determine what service quality actually means, what the dimensions of service qualities are and how a bank can have an edge over its competitors in this intensely competitive market. Customer satisfaction, loyalty, recommendation to others, etc. can be achieved through improved service quality. # b) Service Quality Dimensions The meaning of quality may differ from person to person but generally it is the thing that meets the customer's expectations that is helpful in gaining and retaining customers (Ijaz & Ali, 2013). There has been a debate in literature about how to best describe service quality concept. Parasuraman et al. (1985) presented a service quality model based on GAP analysis. The GAPS are due to differences between -consumers'' expectation and management perception, management's perception of consumers' expectation and service quality specification, service quality specifications and service actually delivered, service delivery to consumers and communication to consumers about the service delivery and consumers' expectation and perceived service. Thus, service quality is a function of perception and expectations. It is important to find out the gap between the customer expectations of quality services and customers perceptions of organization's performance. This gap may be regarded as the service quality gap (Tahir & Bakar, 2007). Further, finding out the gaps between service quality standards and service quality performance is also critical. SERVQUAL was developed to measure the customers' perceptions of service quality. SERVQUAL has five dimensionsreliability, responsiveness, tangibility, assurance and empathy (Parasuraman et al., 1988(Parasuraman et al., , 1991)). developed an instrument called CARTER based on 35 items having six dimensions. This was the first time a new dimension was added to SERVQUAL five dimensions called "compliance with Islamic principles" that defines the bank's ability to operate in compliance with the principles of Islamic banking and economy (Abedniya and Zaeim, 2011). Gronroos (1982) suggested three dimensions of service qualitytechnical quality, functional quality and corporate image. Lehthinan and lehthinen (1982) identified three dimensions of service quality as physical quality, corporate quality and interactive quality. Cronin and Taylor (1992) developed SERVPERF to compare with SERQUAL. Avkiran (1994) proposed four factors scale that consists of seventeen items to measure service quality. Many authors have discussed that service quality dimensions may vary in different sectors, countries as well as cultures (Chaker and Jabnoun, 2010). The service quality dimensions of reliability, access and understanding the customers are ass-ociated with the features of economic development that are usually found in developed countries. Also, the service quality dimensions seemed to have correlation with Hofstede's cultural dimensions such as power and individualism/collectivism (Malhotra et al., 1994). # c) Islamic Banking Islamic Banking may be regarded as a noninterest based financial institution following guided by Islamic Laws in its operations (Haque, Usman and Ismail, 2009). Islamic Banking can be distinguished (Ebrahimi and Moghadam, 2012) from Non-Islamic Banking on three important grounds Islamic banking products are similar to the products of Conventional banking (credit cards, investments, cheque collection, etc.), the difference is Islamic banking follows Islamic Law (Shariah) for their operations in which interest is strictly prohibited (Dusuki and Abdullah, 2007). According to Asian Banker (2005), Islamic Banking has been established in more than 100 countries with an estimated asset of $300 billion. Ernst and Young tracked industry performance across core Islamic finance markets with a combined GDP of $5 trillion in 2011. Islamic banking assets are forecast to grow beyond the milestone of $2 trillion by 2014. Further, 10 of the world's 25 Rapid Growth Markets (RGMs) have large Muslim populations and this way, offers a large growth opportunities for Islamic banking industry. # d) Islamic Banking Service Quality and Customer Satisfaction Islamic banks have started their operations in 21 st century and they are competing with well established conventional banks. They are competing in the same market in terms of products and services offerings (Naser and Moutinho, 1997). It is a challenge for Islamic banks to gain new customers and to retain the old ones. Thus, Islamic banks are not only competing with each others, but also with the conventional banks which are well established in terms of customers and market share (Ahmad, Rehman, Saif and Safwan, 2010). Banks have realized the importance of service quality for successful survival in this competitive environment (Wang et al., 2003). Service quality is an important determinant in measuring the success of an organization. Customer satisfaction lies in how well a service meets or exceeds their expectations and accordingly customers judge the performance of the organization (Parasuraman et al., 1990). This creates a challenge for marketers to measure service quality from customers' point of view (Abedniya and Zaeim, 2011). Islamic banking showed an extra ordinary performance and studies in the world showed positive perspective of service quality satisfaction by customers (Ijaz and Ali, 2013). Banks should develop customer service standards to maintain profitable relations (Metawa and Almossawi, 1998). Trust and commitment are crucial factors for customer satisfaction (Nelson, 2006) which determines the likelihood of repurchase intentions (Taap, Chong, Kumar and Fong, 2011). The banks all over the world are realizing the importance of quality of services and trying to improve their service quality to attract more customers. # II. # Literature Review Services are intangible in nature. Therefore, it is difficult to define and measure quality in services because of the intangible nature of services offered. However, a series of researches have been conducted to determine what service quality actually means, what the dimensions of service qualities are and how a bank can have an edge over its competitors in this intensely competitive market. a) Service Quality Models Parasuraman et al. (1985) presented service quality GAP model and described service quality as a function of perception and expectation. The existence of gap is the result of difference between perception and expectation. Thus, key to managing perceived service quality is to minimize this gap. SQ = ??P ij ? E ij ? ?? ?? =1 Where: SQ = Over all service quality; K = Number of attributes; P ij = Performance perception; and E ij = Service quality expectation This GAP analysis was refined into a scale called SERVQUAL to measure service quality perceptions of customers (Parasuraman et al., 1988) and the original ten dimensions were merged into five Year ( ) # ( ) dimensions of reliability, responsiveness, tangibles, assurance and empathy. The instrument was again refined in 1991 (Shafie, Azmi & Haron, 2004). SERVQUAL has been widely used by researchers and managers in assessing the customer perception of service quality in different industries (Sangeetha and Mahalingam, 2011). However, dimensions of the instrument for service quality depend upon the type of industry under study (Babakus and Boller, 1992). Further, culture is also an important factor in determining the dimensions of service quality (Gayatri, Hume and Mort, 2011). Therefore, it is important to develop measures of service quality with respect to the country and culture under study (Jabnoun and Khalifa, 2005) and accordingly, there is a need to modify or add dimensions to existing model, SERVQUAL, to bring out valid findings from research. suggested an additional sixth dimension to the existing five dimensions of SERVQUAL as "Compliance" and proposed a new model called CARTER based on 35 items (Shafie, Azmi & Haron, 2004). They considered it necessary because they believed that Islamic banking operates on the basis of different principles and culture. Therefore, they added "compliance to Islamic Law" as sixth dimensions along with items such as -Islamic laws and principles based operations, no involvement of interest, Islamic products and services and provision of profit sharing products. In an application of CARTER model on Kuwait Finance House to measure the service quality in Islamic banking industry, found positive link between quality, satisfaction and service encounter. Abedniya Despite its wide application, SERVQUAL approach is criticized by some authors on conceptual as well as on operational grounds (Cronin and Taylor, 1992; Babakus and Boller 1992; Brown et al., 1993;Gilmore and Carson, 1993;Teas, 1993 and. Cronin and Taylor (1992) suggested a performance based instrument called "SERVPERF" as they believed that performance based instrument is better than any other service quality measures. However, 22 items from SERVQUAL model were considered valid and were used in the SERVPERF model (Gayatri, Hume and Mort, 2011). In a new approach, Al-Mutawa and Ibrahim (2013) attempted to match front-desk employees' personality traits with the customers' assessment of Islamic Bank's service quality in the UAE using Mini-Markers instrument and SERVPERF instrument and regression analysis was used to determine the relationship between them. In an earlier study by Bhatti, Zafarullah, Awan and Bukhari (2011) examined key determinants using internal organizational service quality orientation factors (abbreviated as ISQF) from employees' perspective. The paper studied relationship between ISQFs (employees' service performance, service concept, employees' service competence, employees' training and employees' customer service orientation) which are critical to improve service quality performance. Few other service quality models that have been used by researchers include Logit model (Haque, Osman and Ismail, 2009). Logit model is a mathematical model which guarantees that probabilities calculated from Logit model lie within the logical bounds of 0 and 1. They found a positive relationship of quality of service, availability of service, religious perspective and confidence in bank with perception of customers about Islamic banks. Misbach # Research Objective To identify the key dimensions of service quality scale for Islamic banks and its variations with the demographic variables of the respondents. # IV. # Methodology The research design used in this study is Descriptive in nature. Snowball and Judgmental sampling techniques has been used as sampling techniques. There was an online Questionnaire based on modified SERVQUAL has been used for collecting the data. The five points of the scale represent the following five categories of response: (5) strongly agree, (4) Agree, (3) neither agree Nor Disagree (2) disagree, and (1) strongly disagree. The questionnaire consisted of two parts. The first part included 22 items categorized in five dimensions of the service quality. The second part consists of the 4 items of customer satisfaction. # a) Exploratory Factor Analysis Exploratory factor analysis (EFA) was performed using SPSS 16. The analysis was conducted using principal component analysis with varimax rotation and Kaiser normalisation as an extraction method. The five factors identified were chosen in terms of eigenvalues larger than 1.0. The Kaiser-Mayer-Olkin (KMO) test was used to measure the sampling adequacy for principal component analysis. The value of KMO is .679, which is considered good. In order to measure sphericity in the study, a Bartlett's test was applied, which showed that the sample was significant at 0.000, which is also acceptable and indicating absolute significant. A reliability test was also applied in this study, as this tests the consistency and the positive correlation between the model's variables. Reliability was measured by Cronbach's Alpha. The closer the Cronbach's Alpha result is to one, the higher the reliability of the study. In this study, the Cronbach's Alpha result was 0.875, which indicates a high degree of reliability. The identified factors represented 66.92% of the variance of the variables. V. # Measurement Model Confirmatory factor analysis was estimated on 22 items measuring six constructs. In addition, it was also checked the measurement properties of the variables by comparing the baseline model with alternate models. Suggested six-factor model resulted in a significant chi-square statistic and goodness-of-fit indices suggesting that the model fits the observed covariances well (?2=815.1, p<0.01, df=283, ?2/df=1.87 (<3), CFI=0.954; GFI=0.597; AGFI=.501; RMR=0.110; RMSEA=0.01). In addition, all items loaded significantly on their respective constructs (with the lowest t-value being 3.58), providing support for the convergent validity of measurement items. Finally, discriminant validity was obtained for all constructs since the variance extracted for each construct was greater than its squared correlations with other constructs (Fornell & Larcker, 1981). With overall model accepted, each of the dimensions was evaluated separately for construct reliability (CR) and variance extracted, the values are shown in table 2. It shows that the CR ranges from 0.765 to 0.897, the construct's average variance extracted (AVE) ranges from 0.521 to 0.679, and the construct's AVE of each latent variable is over 0.5, which represents sufficient convergent validity (Hair et al., 1998). 1 S3T e3 1 S2T e2 1 S1T e1 1 Reliability S9R e9 1 1 S8R e8 1 S7R e7 1 S6R e6 1 S5R e5 1 Responsiveness S13RES e13 S12RES e12 S11RES e11 S10RES e10 1 1 1 1 1 Assurance S17AS e17 S16AS e16 S15AS e15 S14AS e14 1 1 1 1 1 Empathy S22E e22 S21E e21 S20E e20 S19E e19 S18E e18 1 1 1 1 1 1 Satisfaction S26CS e26 S25CS e25 S24CS e24 S23CS e23 1 1 1 1 1 difference while along with Gender, Country and Profession it has insignificant difference. Empathy along with age and profession has insignificant difference while gender, country and educational qualification has significant difference. Responsiveness with demographic variables such as Age, Gender, Country, Profession and Educational Qualification has insignificant difference. Assurance along with Country and Profession has significant difference while along with Age, Gender and Educational Qualification has insignificant difference. Customer satisfaction along with Profession has significant difference while along with Age, Gender, Country and educational Qualification it has insignificant difference. # VIII. # Conclusions Now a days with the changing world scenario in the aftermath of global financial crisis, remain profitable is a key challenge for the financial institutions. They are exploring ways to keep their customers satisfied with the quality of service they provide. They are developing frameworks to determine the drivers of service quality and their impact on overall customer satisfaction. Islamic banking industry pays more attention on the dimensions of service quality to remain more competitive with their conventional counterparts. This study applied five dimensional model of SERVQUAL for measuring the service quality of Islamic banks. Tangible elements of Islamic banks have a direct impact on satisfaction. So it needs to be improved further to achieve high satisfaction level. In financial transactions, reliability of the service providers is a vital factor of service quality. This study also approved this hypothesis that reliability influenced satisfaction. Banking institutions need to devised strategies to strengthen this dimension of service quality. In Islamic banks, transaction is reliable if it compliance the basic principle of transparency, justice and free from interest. An interesting finding is the negative influence of responsiveness on customer satisfaction, which demands for the redesign of the existing communication network of the banks. Assurance influences the customer satisfaction of the banks along with the empathy as the one of the construct of service quality. # Global Journal of Management and Business Research Volume XIV Issue V Version I Year ( ) ![, Saruchman, Hadiwidjojo and Armanu (2013) applied Structural Equation Model (SEM) to analyze Islamic bank service quality, trust and satisfaction. Butt and Aftab (2013) used SEM procedure to test the relationships among e-service quality, esatisfaction, e-trust and e-loyalty.](image-2.png "") ManyIslamic financial institutions in different countries do nothave Muslims majorities and conventional banks areproviding banking facilities to attract Muslim customers.Citibank, HSBC, OCBC and Standard Chartered areexamples (Taap, Chong, Kumar and Fong, 2011). and Zaeim (2011)used CARTER model and disconfirmation model formeasuring the level of customers' perceived servicequality. Shafie, Azmi & Haron (2004) applied CARTERdimensions to study the perception of retail customersof Malaysian Islamic banks and found that level ofsatisfaction is significant. The CARTER was based on 35items and evaluated on six dimensions of compliance,assurance, reliability, tangible, empathy and responsive-ness. Results prove the reliability of these instruments.In a study in Malaysian Islamic Bank, Amin andIsa (2008) examined relationship between service qualityperception and customer's satisfaction by adopting andmodifying SERVQUAL and CARTER scales. In ananother study on Customized measure of service qualityin the UAE, Jabnoun and Khalifa (2005) designed a 30items questionnaire based on five dimensions ofSERVQUAL and two additional dimensions of valuesand image. Likewise, there has been a continuedresearch by different authors using and modifyingSERVQUAL as per the need of the country and cultureunder study -Al- 21Service Quality Dimensions of Islamic Banks: A Scale Development ApproachS.No.Author(s)YearFindingsKey variable used1.Ijaz and Ali2013Islamic banks managers showedSERVQUAL instrument of servicegreater satisfaction than customersquality containing five dimensions ofservice quality.2.Al-Mutawa abd Ibrahim2013Personality traits do not have interd-Mini-Markers instruments to assesependent effect on customers' servicepersonality traits and SERVPERF inst-quality perceptionrument for service quality3.Butt and Aftab2013Attitude towards Halal banking hasStructural equation modeling proce-positive influences on e-service qualitydure4.Abedniya and Zaeim2011Level of customers' perceived serviceCARTER instrument and disconfirm-qualityation model for measuring perceivedYearservice quality and gap between the customer expectation and customer perception of service quality dimen-145.Omar Siddiqui2011Positive correlation between servicesion A research model was developed toquality attributes and customerknow the interrelationship servicesatisfactionquality and customer loyalty6.Ahmad, Rehman, Saif2010Service quality Perception of IslamicDescriptive statistics for demogr-and Safwanbanks customers is higher than theaphic characteristics and T-test toConventional banksexamine the difference in perception7.Haque, Osman and2009Confirm positive relationship of qualityA Logit model was used forIsmailof service, availability of service, religi-hypotheses testingous perspective and confidence inbank with perception of customersabout Islamic banks8.Tahir and Bakar2007Service quality provided by banks wasSERVQUAL model on 22 attributesbelow customers' expectationswith five dimensions of Tangibility,( ) ( )9.Malhotra et al.2005Customer perception of service qualityReliability, Responsiveness, Assura-nce and Empathy. Used 10 dimensions to measurein developing countries were differentquality of servicefrom perception customers in develop-ped countries10.Shafie, Azmi and Haron2004Significant validity of 35 attributes ofCARTER model with 35 items havingCARTER and six dimensions, complia-six dimensions of Compliance, Assu-nce being most important dimensionrance, Reliability, Tangibles, Empa-thy and Responsiveness.11.Al-Tamimi and Al-Amiri2003Positive significant relationship betw-Linear regression results to indicateeen service quality and SERVQUALrelationship between overall servicedimensions, but difference in level ofquality and the SERVQUAL dimensi-service quality in UAE Islamic banksons in the UAE Islamic banks. AN-OVA results to indicate differences inlevel of service quality12.Othman and Owen2001CARTER model is multidimensionalCARTER model with 34 items wasand provides different implications forused. A dimension was added tomanagers and researchersSERVQUAL as Compliance withIslamic Law dimension13.Avkiran1994Helps in diagnose problems in deliverySeventeen items to measure serviceof quality services and taking decisionsquality based on four dimensions(Staff conduct, Credibility, Commun-ication and Assess to teller services. 22S.No.YearAuthor and CountryFindings1.2013Misbach, Saruchman, Hadiwidjojo andSignificant influence of Islamic bank service quality onArmanu (Indonesia)customer satisfaction, responsiveness is the strongestfactor and compliance is the weakest2.2013Ijaz and Ali (Pakistan)Managers showed greater satisfaction than customers forservice quality of Islamic banks3.2013Butt and Aftab (Malaysia)towards Halal banking positively influencesperceived e-service quality4.2013Al-Mutawa and Ibrahim (UAE)Positive results for linkages between employees' traits andservice quality perceptions5.2012Ebrahimi and Moghadam (Iran)Assurance and responsiveness are most important factorsand Islamic banking is least important6.2011Siddiqi (Bangladesh)SERVQUAL is suitable for measuring service quality inBangladesh7.2011Taap, Chong, Kumar and Fong (Malaysia) Difference between Isalmic banks and conventional bankslie in terms of degree but not in terms of pattern8.2010Chaker and Jabnoun (Qatar)Lack of empowerment, centralization and lack oftransformational leadership were found significant barriersto service quality in Islamic banks in Qatar9.2010Ahmad, Bashir and Nawaz (Pakistan)Weak positive correlation between service quality andperformance of Islamic banks10.2008Amin and Isa (Malaysia)Significant relationship between service quality andcustomer satisfactionIII. 31YearVolume XIV Issue V Version I)(Dimensions Tangibility Reliability Responsiveness Assurance Empathy Customer satisfactionNo. of items 1-4 5-9 10-13 14-17 18-22 23-26Global Journal of Management and Business Research 32Item no.Factor LoadingFactor extractionCronbach's alphaMean ValueTangibility 10.8066053.6706Tangibility 20.6482823.5059Tangibility 30.6977321.08665.5153.8706Tangibility 40.8239183.8471Reliability10.8853353.8353Reliability20.7426484.0118Reliability30.782888.7223.1176Reliability40.71354515.815493.9176Reliability50.6578364.3647Responsiveness10.6456353.5176Res110.770433.6053.5176RES120.6794388.5982853.9294RES130.5532013.8235A140.4783.9412A150.5595257.80762.6604.2824A160.4845823.8471A170.4399193.8471E180.6349713.9059E190.583003.6773.6118E200.6123637.0624463.9412E210.8738373.9059E220.4141683.9294SAT230.68046.5919954.2353SAT240.458958.8694.3176SAT250.7758754.2235SAT260.7239894.2235 51Year2 16Volume XIV Issue V Version IGlobal Journal of Management and Business Research A ( ) ( )Constructs Tangibility Reliability Responsiveness AssuranceCronbach's Alpha .826 .844 .927 .866Composite Reliability .893 .865 .897 .765Average Variance Explained .567 .679 .534 .656Empathy.896.786.521Satisfaction.786.834.556 © 2014 Global Journals Inc. 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