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Evaluation of ACSI Model in Banking Sector of Pakistan

Banking sector of Pakistan – one of the few profitable sectors in Pakistan’s economy is facing fierce competition that highlights the concern to measure, analyze, forecast and plan for customer satisfaction. The objective of this study is to evaluate the ACSI model in local environment by asking consumers regarding bank services. The data collected for this research consists of 244 complete responses out of 400 master level university instructors. They were customers of 21 different banks working both in public and private sectors. The reliability of the data was checked through SPSS for Windows software package and the technique that was used is Cronbach’s Alpha with a value 0.542. It was identified earlier that this research requires huge and diverse type of respondents but due to time and money constraints limited number of responses has been taken because it was not sponsored research. Results revealed that Image and expectations have strong relationship with Satisfaction that successively has a strong relationship with Loyalty. Data does not show any relation of Customer expectations with Perceived value and perceived quality, Perceived quality and Customer satisfaction, Perceived value and Customer Expectations, and Customer Satisfaction and Complaints.