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IMPROVING BANK QUALITY DIMENSIONS TO INCREASE CUSTOMER SATISFACTION

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Author(s): Lăcrămioara RADOMIR | Alan WILSON | Andrei Mircea Scridon

Journal: Management & Marketing
ISSN 1841-2416

Volume: IX;
Issue: 1;
Start page: 126;
Date: 2011;
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Keywords: service quality | customer satisfaction | importance and performance measures | Romanian banking sector | principal component regression

ABSTRACT
The purpose of this study is twofold: 1. examine the relationship betweenservice quality dimensions and customer satisfaction with bank territorialunits; 2. establish which quality measure method out of the four considered inthis study should be applied in order to better determine the areas that needfurther improvement and investment. In this respect, we performed PrincipalComponent Regression (PCR) and considered direct importance andperformance measures as well. Our results reveal that human resourceshave the greatest impact on customers’ satisfaction with bank territorial unitsand that both “Convenience and Efficiency” and “Bank personnel” are thedimensions that bank management should consider in their efforts to improveand maintain the service quality level. To the best of our knowledge, this isthe first study which tries to emphasize the relationship between servicequality dimensions and Romanian customers’ satisfaction with bank territorialunits. The main limit of the study lies in the fact that data were collectedamong the customers of a single bank. Nevertheless, it provides valuableinformation about the Romanian market and ought to be considered astarting point for further studies.
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