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Application of SERVQUAL method for evaluate service quality of Saderat Bank in Urmia, Iran

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Warianty tytułu
PL
Wykorzystanie metody SERVQUAL do oceny jakości usług Banku Saderat w mieście Urmia w Iranie
Języki publikacji
EN
Abstrakty
EN
This research was conducted to evaluate the quality of services offered to customers at Saderat bank branches by using SERVQUAL model. In this research, survey level of the gap between expectations and service perceived by Saderat bank customers in each of the five dimensions of service quality. The ranking of service quality dimensions in order of importance from standpoint of customers and understanding level of customers' satisfaction with the quality of services offered by Saderat bank, as the main objectives of the research are considered. The research statistical population consisted of all the customers of Saderat Bank in Urmia City and 228 customers of this bank were sampled. To test the research hypotheses, software SPSS 18 and Paired-Samples T-Test, Wilcoxon test and Friedman test were used. The results of this research show that in all aspects, Saderat bank customers’ expectation is higher than their perceptions of the quality of services offered. It means that in all of the five dimensions of service quality, there are gaps. Thus the bank failed in any of these dimensions to meet their customers' expectations.
PL
Niniejsze badanie zostało przeprowadzone w celu oceny jakości usług oferowanych klientom w oddziałach banku Saderat przy użyciu modelu SERVQUAL. W badaniu tym, przedstawiono poziom luki pomiędzy oczekiwaniami i obsługi postrzeganej przez klientów Banku Saderat w każdym z pięciu wymiarów jakości usług. Za główne cele badań uznano ranking wymiarów jakości obsługi w kolejności ich znaczenia z punktu widzenia klientów i poziom zrozumienia satysfakcji klientów wraz z jakością usług oferowanych przez bank Saderat. Badanie populacji statystycznej składało się ze wszystkich klientów Banku Saderat w Mieście Urmia i 228 klientów tego banku zostało objętych próbą. Do testowania hipotez badawczych, wykorzystane zostało oprogramowanie SPSS 18 i sparowane próbki T-testu, test Wilcoxona i test Friedmana. Wyniki niniejszego badania pokazują, że we wszystkich aspektach oczekiwania klientów banku Saderat są wyższe, niż ich postrzeganie jakości oferowanych usług. Oznacza to, że w każdym z pięciu wymiarów jakości usług, istnieją luki. Tym samym bankowi nie udało się sprostać oczekiwaniom swoich klientów w żadnym z tych wymiarów.
Rocznik
Strony
37--49
Opis fizyczny
Bibliogr. 25 poz., rys., tab.
Twórcy
  • Urmia University, Faculty of Economics and Management, Department of Management
  • University of Urmia, Faculty of Economics and Management, Department of Management
Bibliografia
  • • Aldlaigan A., Buttle F., 2002, SYSTRA-SQ: a new measure of bank service quality, “International Journal of Service Industry Management”, 13(4).
  • • Arasli H., Mehtap-Smadi S., Katircioglu S., 2005, Customer service quality in the Greek Cypriot banking industry, “Managing Service Quality”, 15(1).
  • • Bahia K., Nantel J., 2000, A reliable and valid measurement scale for the perceived service quality of banks, “International Journal of Bank Marketing”, 18(2).
  • • Baumann C., Burton S., Elliott G., Kehr H., 2007, Prediction of attitude and behavioural intentions in retail banking, “International Journal of Bank Marketing”, 25(2).
  • • Camarero C. , 2007, Relationship orientation or service quality?: What is the trigger of performance in financial and insurance services?, “International Journal of Bank Marketing”, 25(6).
  • • Chi Cui C., Lewis B., Park W., 2003, Service quality measurement in the banking sector in South Korea, “International Journal of Bank Marketing”, 21(4).
  • • Ehigie B., 2006, Correlates of customer loyalty to their bank: a case study in Nigeria, “International Journal of Bank Marketing”, 24(7).
  • • Gronroos C., 1984, A service quality model and its marketing implications, “European Journal of Marketing”, 18.
  • • Guo X., Duff A., Hair M., 2008, Service quality measurement in the Chinese corporate banking market, “International Journal of Bank Marketing”, 26(5).
  • • Hawke A., Heffernan T., 2006, Interpersonal liking in lender-customer relationships in the Australian banking sector, “International Journal of Bank Marketing”, 24(3).
  • • Hagigi M., Mogimi M., Kimiyasi M., 2004, Loyalty service: The effects of service quality and customer satisfaction mediator, Tehran, Knowledge Management, Iran.
  • • Ilyas A., Nasir H., Rizwan Malik M., Mirza U., Munir S., Sajid A., 2013, Assessing the service quality of Bank using SERVQUAL model, “Interdisciplinary Journal of Contemporary Research in Business”, 4(11).
  • • Jabnoun N., Al-Tamimi H., 2003, Measuring perceived service quality at UAE commercial banks, “International Journal of Quality & Reliability Management”, 20(4).
  • • Karatepe O., Yavas U., Babakus E., 2005, Measuring service quality of banks: scale development and validation, “Journal of Retailing and Consumer Services”, 12.
  • • Ladhari R., 2009, A review of twenty years of SERVQUAL research, 1(2).
  • • Ladhari R., Ladhari I., Morales M., 2011, Bank service quality: comparing Canadian and Tunisian customer perceptions, “International Journal of Bank Marketing”, 29(3).
  • • Lam T.K., 2002, Making Sense of SERVQUAL’s Dimensions to the Chinese Customers in Macau, “Journal of Market-Focused Management”, 5.
  • • Mizenur Rahaman M., Abdullah M., Rahman A., 2011, Measuring Service Quality using Servqual Model: A Study on PCBs (Private Commercial Banks) in Bangladesh, ”Business Management Dynamics”, 1(1).
  • • Othman A., Owen L., 2001, Developing an instrument to measure customer service quality SQ in Islamic banking, “International Journal of Islamic Financial Services”, 3(1).
  • • Parasuraman A., Zeithaml V., Berry L., 1988, SERVEQUAL: a multiple item scale for measuring Perception of service quality, “Journal of Retailing”, 64(1).
  • • Shanka M.S., 2012, Bank Service Quality, Customer Satisfaction and Loyalty in Ethiopian Banking Sector, “Journal of Business Administration and Management Sciences Research”, 1(1).
  • • Ulewicz R., 2014, Application of SERVQUAL method for evaluation of quality of educational services at the University of higher education, “Polish Journal of Management Studies”, 9.
  • • Wang Y., Lo H.-P., Hui Y., 2003, The antecedents of service quality and product quality and their influences on bank reputation: evidence from the banking industry in China, “Managing Service Quality”, 13(1).
  • • Zhou L., 2004, A dimension-specific analysis of performance-only measurement of service quality and satisfaction in China's retail banking, “Journal of Services Marketing”,18(7).
  • • Zhou L., Zhang Y., Xu J., 2002, A critical assessment of SERVQUAL’s applicability in the banking context of China, “Asia Pacific Advances in Consumer Research”, 5.
Typ dokumentu
Bibliografia
Identyfikator YADDA
bwmeta1.element.baztech-2f6c657a-e7a3-4928-8ef5-110bfb07aee0
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