Modelling Consumer Perception of Service Quality in Banks
Abstract
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.
Research Limitations: In this study, only the younger generation age group which will be the future key users of the banking sector was studied.
Practical Implications: This research has practical implications for changing the conventional view of profit maximization through cost effectiveness in organizations. This will enable managers to focus their attention more on how profit can be made from the quality of service.
Originality/value: The originality of the paper is threefold (1). It fills the gap in literature of banking service quality in Nigeria. Secondly, it used a mixed method to collect diverse perspectives of respondents. Finally, structural equation modelling is used to build the service quality model.
