EVALUATION OF BANKING SERVICES QUALITY ON THE SERVQUAL APPROACH BASIS: MODERN INTERPRETATION

S. V. Leonov, Yu. M. Demkiv, Ya. V. Samusevych

Abstract


The article contains the results of analysis of the representativeness of different dimensions of the SERVQUAL approach to banking services quality evaluation. Summarized ranking of the importance of the components can be represented as follows: responsiveness was identified as the most important component; reliability was defined on the second place; assurance, tangibility and empathy were determined as less important among the banking services quality assessment dimensions. Taking into account above mentioned findings a new interpretation of the SERVQUAL approach was proposed. Key features of the designed approach are: restructuration of the quantity of criteria between the dimensions according to the consideration of the importance of the components; exclusion of the least important positions from the criteria and adding the actual ones; application of the semantic differential method for assessing the criteria by consumers of banking services.


Keywords


evaluation of banking services quality, SERVQUAL method, tangibility, reliability, responsiveness, assurance, empathy, method of semantic differential

References


Parasuraman, Zeithaml, W. & Berry, L. A. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 12-40.

Ghost, F. H. & Gnanadhas, E. (2011). Impact of service quality in commercial banks on the customers satisfaction: an empirical study. International Journal of Multidisciplinary Research, 1 (6), 19-37.

Jain, V., Gupta, S. & Jain, S. (2012). Customer Perception on Service Quality in Banking Sector: with Special Reference to Indian Private Banks in Moradabad Region. International Journal of Research in Finance & Marketing, 2 (2), 597-610.

Sanjuq, G. (2014). The Impact of Service Quality Delivery on Customer Satisfaction in the Banking Sector in Riyadh, Saudi Arabia. International Journal of Business Administration, 5 (4), 77-84.

Afrin, T. (2012). Quality of Customer Service in the Banking Sector of Bangladesh: An Explorative study. East West Journal of Business and Social Studies, 3, 68-94.

Bhatta, K. R. & Durgapal, B. P. (2016). Service Quality Perceptions And Customer Satisfaction In Nepalese Banking Sector. Indian Journal of Commerce & Management Studies, VII(1), 17-23.

Hong, T. L. & Marimuthu, M. (2014). Relationship between service quality and customer satisfaction: a study of malaysian banking industry. Journal of Technology Management and Technopreneurship, 2 (2), 53-72.

Munusamy, J., Chelliah, S. & Mun, H. W. (2014). Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia. International Journal of Innovation, Management and Technology, 1 (4), 398-404.

Felix, R. (2017). Service Quality and Customer Satisfaction in Selected Banks in Rwanda. Journal of Business & Financial Affairs, 6 (1), 236-246.

Gerdevishe, F. B., Salamat, F., Chirani, H. M., Rahmatifar, P., Manavi, S. E. & Shenas, Z. V. (2013). The Relationship between Service Quality and Customer Satisfaction (Case study: Saderat Banks in Rasht). Interdisciplinary Journal Of Contemporary Research In Business, 5 (6), 675-680.

Melaku, M. (2015). Impact of Service Quality on Customer Satisfaction: The Case of Bank of Abyssinia S.C. Available at: http://etd.aau.edu.et/bitstream/123456789/8562/1/Meron%20Melaku%20.pdf.

Shala, E. & Pira, B. (2017). The Evaluation of Service Quality in the Growing Banking Sector in Kosovo. International Journal of Current Engineering and Technology, 7(1), 19-24.

Jugurnath, B. Nowbutsing, J. & Ramen M. (2016). The Banking Sector in Mauritius: An Assessment of Service Quality from Customer Perspective. Proceedings of the International Conference on Tourism, Hospitality and Marketing, 1-22.

Masukujjaman, M. & Akter, A. (2010). Quality of Categorized Service and Customer Satisfaction in Banking Industry: An Empirical Study on Private Commercial Banks in Bangladesh. Journal of Business and Technology (Dhaka), V (02), 19-37.

Osgood, C. E. (1952). The nature and measurement of meaning. Psychological Bulletin, 49, 197-237.

Стаття надсилається для публікації лише до збірника наукових праць «Фінансово – кредитна діяльність: проблеми теорії та практики»


GOST Style Citations


Parasuraman, A. SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality / A. Parasuraman, W. Zeithaml, L. Berry // Journal of Retailing. – 1988. – Vol. 64. – No. 1. – Pp. 12–40.

Ghost, F. H. Impact of service quality in commercial banks on the customers satisfaction: an empirical study / F. H. Ghost, E. Gnanadhas // International Journal of Multidisciplinary Research. – 2011. – Vol. 1. – Issue 6. – Pp. 19–37.

Jain, V. Customer Perception on Service Quality in Banking Sector: with Special Reference to Indian Private Banks in Moradabad Region / V. Jain, S. Gupta, S. Jain // International Journal of Research in Finance & Marketing. – 2012. – Vol. 2. – Issue 2. – Pp. 597–610.

Sanjuq, G. The Impact of Service Quality Delivery on Customer Satisfaction in the Banking Sector in Riyadh, Saudi Arabia / G. Sanjuq // International Journal of Business Administration. – 2014. – Vol. 5. – No. 4. – Pp. 77–84.

Afrin, T. Quality of Customer Service in the Banking Sector of Bangladesh: An Explorative study / T. Afrin // East West Journal of Business and Social Studies. – 2012. – Vol. 3. – Pp. 68–94.

Bhatta, K. R. Service Quality Perceptions And Customer Satisfaction In Nepalese Banking Sector / K. R. Bhatta, B. P. Durgapal // Indian Journal of Commerce & Management Studies. – 2016. – Vol.VII. – Issue 1. – Pp. 17–23.

Hong, T. L. Relationship between service quality and customer satisfaction: a study of malaysian banking industry / T. L. Hong, M. Marimuthu // Journal of Technology Management and Technopreneurship. – 2014. – Vol. 2. – No. 2. – Pp. 53–72.

Munusamy, J. Service Quality Delivery and Its Impact on Customer Satisfaction in the Banking Sector in Malaysia / J. Munusamy, S. Chelliah, H. W. Mun // International Journal of Innovation, Management and Technology. – 2014. – Vol. 1. – No. 4. – Pp. 398–404.

Felix, R. Service Quality and Customer Satisfaction in Selected Banks in Rwanda / R. Felix // Journal of Business & Financial Affairs. – 2017. – Vol. 6. – Issue 1. – Pp. 236–246.

Gerdevishe, F. B. The Relationship between Service Quality and Customer Satisfaction (Case study: Saderat Banks in Rasht) / F. B. Gerdevishe, F. Salamat, H. M. Chirani, P. Rahmatifar, S. E. Manavi, Z. V. Shenas // Interdisciplinary Journal Of Contemporary Research In Business. – 2013. – Vol. 5. – No. 6. – Pp. 675–680.

Melaku, M. Impact of Service Quality on Customer Satisfaction: The Case of Bank of Abyssinia S.C [Electronic source]. – Available at: http://etd.aau.edu.et/bitstream/123456789/8562/1/Meron%20Melaku%20.pdf.

Shala, E. The Evaluation of Service Quality in the Growing Banking Sector in Kosovo / E. Shala, B. Pira // International Journal of Current Engineering and Technology. – 2017. – Vol.7. – No. 1. – Pp. 19–24.

Jugurnath, B. The Banking Sector in Mauritius: An Assessment of Service Quality from Customer Perspective / B. Jugurnath, J. Nowbutsing, M. Ramen // Proceedings of the International Conference on Tourism, Hospitality and Marketing (IC16Mauritius Conference), Ebene-Mauritius, 21–23 January, 2016. – Pp. 1–22.

Masukujjaman, M. Quality of Categorized Service and Customer Satisfaction in Banking Industry: An Empirical Study on Private Commercial Banks in Bangladesh / M. Masukujjaman, A. Akter // Journal of Business and Technology (Dhaka). – 2010. – Vol. V. – Issue 02. – Pp. 19–37.

Osgood, C. E. The nature and measurement of meaning / C. E. Osgood // Psychological Bulletin. – 1957. – No. 49. – Pp. 197–237.





DOI: https://doi.org/10.18371/fcaptp.v2i25.135978

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ISSN (print) 2306-4994, ISSN (on-line) 2310-8770