Service Quality of Credit Card Issuers in Malaysia: Measured by the SERVQUAL Model

The study is to understand the various dimensions of consumers¿ expectation and perception of service quality towards credit card issuers in Malaysia. Service quality is the consumer's judgment about an entity's overall excellence or superiority. It is a form of attitude,and results from comparison of expectations to perceptions of performance received. Service quality remains a crucial issue as credit card issuers generally offer products that are difficult for consumers to differentiate. Deliver high level of service quality is the strategy that is increasingly being offered to credit card issuers as an effort to position themselves more competitively in the marketplace. It was proven that higher service quality lead to higher profitability, improve productivity, increase market shares, improve returns on investment and help to reduces costs. The study has attempted to provide some suggestions and recommendations with the hope to improve the service quality of credit card issuers.