Abstract
Purpose: The aim of this research paper is to compare perceptions of bank service quality dimensions among Indian and Thai customers, and to determine perception differences of service quality dimensions in both countries. Design/methodology/approach: Data were collected using SERVQUAL (Perception) scale of Parasuraman, Zeithml, and berry 1986, 1988) from two convenience samples of bank customers (101 in India and 101 in Thailand). Service quality was measured using the five SERVQUAL dimensions of Tangibles, Reliability, Responsiveness, Assurance, and Empathy. Data were analyzed using Normality, Reliablity and ANOVA.