The purpose: Examining customers' perceptions of service quality in the banking sector Methodology: By combining quantitative and qualitative methods, a triangulation approach is used to identify factors that affect customer perceptions of service quality. Findings: According to the study, there is a positive relationship between customer perceptions of service quality and the dimensions considered important in their assessment. These dimensions have a direct effect on customer’s satisfaction and direct effect of customer satisfaction on word of mouth. These dimensions are termed as responsiveness, reliability, tangibility, empathy and assurance