An Examination of Service Quality Gaps in Nigerian Retail Banks: A Case Study of Fidelity Bank, Kwara State
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Background of the Study
Service quality gaps in retail banking can significantly affect customer satisfaction and loyalty, ultimately impacting a bank’s competitiveness. Fidelity Bank in Kwara State has made considerable efforts to enhance service quality through digital innovations, staff training, and improved operational processes. Despite these efforts, service quality gaps persist due to discrepancies between customer expectations and the actual service delivered. Factors such as long waiting times, inconsistent service standards across branches, and technological inefficiencies contribute to these gaps (Okoro, 2023). The bank’s commitment to continuous improvement is reflected in its regular customer feedback initiatives and performance evaluations. However, the dynamic nature of customer expectations, influenced by global best practices and rapid technological change, means that even minor lapses can lead to significant dissatisfaction. This study examines the existence and extent of service quality gaps at Fidelity Bank, analyzes the underlying causes, and evaluates their impact on overall customer satisfaction. By identifying these gaps, the study aims to propose actionable recommendations to bridge the divide between service delivery and customer expectations, ensuring a more consistent and superior customer experience (Chinwe, 2024; Akinola, 2025).
Statement of the Problem
Fidelity Bank faces persistent challenges in aligning its service delivery with customer expectations, resulting in noticeable service quality gaps. Variations in the performance of different branches, along with inconsistent digital service experiences, have led to customer frustration. Extended waiting times, technical glitches, and inadequate staff responsiveness are among the factors that contribute to these gaps. Moreover, the absence of a unified, standardized service protocol across all channels exacerbates the problem, as customers receive varying levels of service quality depending on their point of contact. These discrepancies not only hinder customer satisfaction but also weaken the bank’s competitive position in a market where service excellence is a key differentiator. The inability to effectively measure and address these quality gaps further impedes continuous improvement. This study seeks to identify the specific areas where Fidelity Bank’s service delivery falls short of customer expectations, assess the impact of these gaps on customer loyalty and retention, and recommend practical solutions to enhance overall service quality.
Objectives of the Study
• To identify and evaluate service quality gaps at Fidelity Bank.
• To determine the impact of these gaps on customer satisfaction and loyalty.
• To recommend strategies for standardizing service delivery across all channels.
Research Questions
• What are the primary service quality gaps at Fidelity Bank?
• How do these gaps affect overall customer satisfaction?
• What measures can be taken to standardize and improve service quality?
Research Hypotheses
• H₁: Significant service quality gaps are negatively correlated with customer satisfaction.
• H₂: Inconsistent service delivery across channels adversely affects customer loyalty.
• H₃: Standardization of service protocols improves overall customer satisfaction.
Scope and Limitations of the Study
This study focuses on Fidelity Bank’s retail operations in Kwara State. Limitations include variations in branch performance, potential respondent biases, and external market influences.
Definitions of Terms
• Service Quality Gaps: The difference between expected and actual service performance.
• Customer Satisfaction: The overall fulfillment of customer expectations by the bank’s services.
• Retail Banking: Banking services provided directly to individual consumers.
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