Abstract: In the past few years there has been an enormous change in the perception of owning customers for
life by the local and multi-national companies in Pakistan. This could be possible when foreign companies
entered into Pakistani market especially in the banking sector. Quality Customer Services is considered most
important tool to have positive image in the mind of customers and to get positioned in their hearts by owning
their greater concerns beyond their expectations. The purpose of this study was to assess service attitude and
service quality measures of Islamic Banks in Pakistan. Population of the study is all five Islamic Banks listed
with State Bank of Pakistan (2012). Total 250 customers, 100 Management Trainee Officers and 25 Branch
Managers constituted the sample using convenience sampling technique and an adapted SERVQUAL instrument
of service quality containing five dimensions of service quality; tangibles; reliability; assurance; responsiveness
and empathy was used to assess the service quality measures which was found reliable at 0.86 Cronbach's
alpha. Mean scores and One-way ANOVA were used for significance and variance analysis. Results revealed
that Islamic banks managers showed greater satisfaction about service quality followed by MTOs but customers
were not satisfied with the service quality of Islamic banks and significance difference of opinion found among
customers, management trainee officers and managers which showed true image of service attitude. Islamic
Banks customer service measures needs urgent improvement in order to ultimate survival in the banking sector.
Keywords: Service attitude; Service quality; Islamic Banks
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