This document summarizes a case study on service quality in the banking industry. It discusses key dimensions of service quality and presents results from a survey of customers at two large regional banks. The main findings are:
1) Reliability and responsiveness were found to be the two most critical dimensions of service quality for customers and directly related to overall quality.
2) Customers at one bank (Bank A) rated the quality higher across all dimensions compared to the other bank (Bank B).
3) Within banks, some branches received higher ratings than others for certain dimensions like responsiveness and empathy.
3. Service Quality: A Case Study of a Bank
called SERVQUAL, which was originally used for assess-
ing customer perceptions of service quality in service and Research Objective/Questions
retailing organizations (Parasuraman, Zeithaml, and The objective of this research was to identify underlying
Berry 1994a). For each item, a difference score Q (repre- dimensions of service quality in the banking industries
senting perceived quality along that item) was defined and to assess the importance of each of these dimen-
as Q = P – E, where P and E are the rating on the corre- sions in the banking industries with the following
sponding perception and expectation statements, hypotheses.
respectively. In 1993, it was argued that “SERVQUAL • H01: The mean of each dimension of service quality
failed to achieve discriminate validity from its component does not differ across banks.
and the nondifference score measure did not exhibit
• H02: The mean of each dimension of service quality
these problems (Parasuraman, Zeithaml, and Berry
does not differ among the branches of the same bank.
1994b). Moreover, it displayed better than discriminate
and nomological validity properties. In sum, it was the • H03: The five dimensions of service quality are
preferred alternative” (Brown, Churchill, and Peter 1993). related to the overall service quality.
Cronin and Taylor (1992; 1994) argue that measuring
service quality using a performance-minus-expectations
(SERVQUAL) basis is inappropriate and suggest that a
METHODOLOGY
performance-only (SERVPERF) measurement is a better
method. Parasuraman, Zeithaml, and Berry (1994a), Survey Instrument
however, contend that the SERVQUAL scale using the The service quality questionnaire was obtained from
expectations/performance gaps method is a much richer the marketing department of bank A. It had been used
approach to measuring service quality and augment several times in the past and was developed by aca-
their earlier assertion (Parasuraman, Zeithaml, and demic experts. The questionnaire was developed to
Berry 1985; 1988; 1993) that service quality is a multi- identify underlying dimensions of bank quality and to
dimensional rather than a unidimensional construct. assess consumers’ perceptions of the importance of each
Unfortunately, the conceptualization and measure- of these dimensions. The questionnaire covered the five
ment of service quality is not bereft of controversy. dimensions of service quality, including the overall
Although the debate on service quality began in 1985 in service quality of the bank. Each question was rated
the marketing literature, it was given a major boost by using a Likert-type scale of 0 (poor) to 10 (excellent).
Cronin and Taylor (1992). Subsequent work on service This questionnaire has been used effectively in both
quality (Parasuraman, Zeithaml, and Berry 1993; public and private sectors.
Cronin and Taylor 1994; Avkiran 1994; Teas 1994; SERVQUAL was originally used for assessing customer
Newman and Cowling 1996; Yavas, Shemwell 1997) perceptions of service quality in service and retailing
notwithstanding, the debate has not yet reached a point organizations (Parasuraman 1993). For this research,
of resolution. In its wake, however, it has raised many a nondifference score measure was used and the score
issues for both academics and practitioners by providing for each dimension of service quality was computed by
important but somewhat conflicting insights into the taking the average score in items making up the
conceptual, methodological, analytical, and practical dimension, in this case three items per dimension. The
issues related to the service quality concept. service quality questionnaire is shown in the Appendix.
The five dimensions of service quality mentioned
previously (tangibles, reliability, responsiveness, assur-
ance, and empathy) were the basis for this research. For Sampling and Data Collection
this research, a nondifference score measure was used Two large regional banks in Nebraska were selected
for each dimension of service quality in order to achieve (bank A with three branches and bank B with two
discriminate validity from its component. branches). To get the cooperation of management and
www.asq.org 37
9. Service Quality: A Case Study of a Bank
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be regarded as a cost of doing business. If the staff minus-expectations measurement of service quality. Journal of
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