“…In the case of purely service-oriented businesses like financial institutions, the importance of perception of service quality is even more significant (Lebdaoui & Chetioui, 2020). Various researchers have researched the ServQual model in various contexts and sectors generally and in financial sectors particularly (Allred & Addams, 2000;Arasli et al, 2005;Boyd et al, 1994;Chaniotakis & Lymperopoulos, 2009;Gounaris et al, 2003;Ramanathan et al, 2018;Shi & Shang, 2020;Sohn & Tadisina, 2008). The original ServQual model addresses various service dimensions that includes reliability, assurance, tangibles, empathy and responsiveness (Parasuraman et al, 1988).…”