Determine Strategic Priorities to Improve Customers Banking Services Quality

Document Type : Research

Authors

1 Assistant Professor of Emam Sadegh University, Department of Business Management, Tehran, Iran

2 PhD of Business Adminastration , Shahid Beheshti university

Abstract

Improvement in Quality services has increasingly importance because of its role in increasing customer satisfaction and profitability of organizations. In this study tried we want to present indicators to measure the quality of banking services and then determine the priority of indicators for improvement.by this method banks to be able to achieve to their goals including increase customer satisfaction and profitability. The population of this study is country's banking customers. This study used independent compare mean of two population test and confirmatory factor analysis. For determining the priority action IPA method is used to improve indicators and answer research question.  In addition to the introduction of indicators to measure quality of customer services, the results showed that 8 of the 24 indicators for measuring quality of customer service have priority of action for improvement and banks should be take required practices to improve them.

Keywords

References

1-    Aigbedo, H., Parameswaren, R. (2004), "Importance-performance analysis for improving the quality of campus food service", International Journal of Quality & Reliability Management, 21 )8),.876-90.
2-    Anderson, E.W. and Fornell, C. (2010), “Foundations of the American customer satisfaction index”, Total Quality Management, 11 ( 7), . 869-82.
3-    Bacon, D.R. (2003), "A comparison of aroaches to importance-performance analysis", International Journal of Market Research, 45 (1), .55-71.
4-    Barwise, P. (1997), "Editorial", The Journal of Brand Management, 4 (4), .220-3.
5-    Bauer, H.H., Hammerschmidt, M., Falk, T. (2005), "Measuring the quality of e-banking portals", International Journal of Bank Marketing, 23(2), .153-7
6-    Bolton, R.N., Kannan, P.K. and Bramlett, M.D. (2000), “Implications of loyalty programmembership and service experiences for customer retention and value”, Journal of theAcademy of Marketing Science, 28 (1), . 95-108.
7-    Donald J. Shemwell and UgurYavas( 2008 ), “Customer-service provider relationships: an empirical test of a model of service quality, satisfaction and relationship-oriented Outcomes”, International Journal of Service Industry Management, 9 ( 2), 1998, . 155-168
8-    Eskildsen, J., Kristensen, K. (2006), "Enhancing importance-performance analysis", International Journal of Productivity and Performance Management, 55 (1), .40-60.
9-    Essam E. Ibrahim (2006 )Customers' perception of electronic service delivery in the UK retail banking sector,International Journal of Bank Marketing , 24 (7)
10- Ennew, C.T., Reed, G.V., Binks, M.R. (1993), "Importance-performance analysis and the measurement of service quality", European Journal of Marketing, 27(2), .59-70.
11- Fisk, R.P., Brown, S.W. and Bitner, M.J. (1995), “Services management literature overview: a rationale for interdisciplinary study”, in Glynn, W.J. and Barnes, J.G. (Eds), Understanding Services Management, Wiley, Chichester, . 1-33.
12- Fornell, C. (1992), “A national customer barometer: the Swedish experience”, Journal of Marketing, 56 (1), 6-22.
13- Gounaris, S., Dimitriadis, S., Stathakopoulos, V. (2005), "Antecedents of perceived quality in the context internet retail stores", Journal of Marketing Management, 21 (7-8), .669-700
14- Graham, G. (1997), "The armchair banker", Financial Times,2 (19)February, .12
15- Gronroos Christian (2000),”Service Management and Marketing”,John Wiley & Sons
16- Harrison Tina (2000),”Financial Service Marketing”, Prentice Hall, Great Britain
17- Hemmasi, M., Strong, K., Taylor, S. (1994), "Measuring service quality for planning and analysis in service firms", Journal of Alied Business Research, 10 (4), .24-34
18- Johnson, B., Ott, J., Stephenson, J., Weberge, P. (1995), "Banking on multimedia", The McKinsey Quarterly, 2 (1)94-106
19- Johneston Robert (1997),”Identify the Critical Determinants of Service Quality in Retail Banking: Importance and Effect”, International Journal of Bank Marketing, 15( 4)
20- Joseph M,Iraham. E,Ibeh K.(2006),Customers perception of electronic service delivery in the UK retail banking sector,international journal of bank marketing 24(7).745-493
21- Lee, G., Lin, H. (2005), "Customer perceptions of e-service quality in online shoing", International Journal of Retail & Distribution Management, 33 (2), .161-76
22- Martilla, J., James, J. (1977), "Importance-performance analysis", Journal of Marketing, 41 (1), .77-9.
23- Matzler, K., Bailon, F., Hinterhuber, H.H., Renzl, B., Pichler, T. (2004), "The assymetric relationship between attribute-level performance and overall customer satisfaction: a reconsideration of importance-performance analysis", Industrial Marketing Management, 33 (4), .271-84.
24- Parasuraman, A., Zinkhan, G.M. (2002), "Marketing to and serving customers through the internet: an overview and research agenda", Journal of The Academy of Marketing Science, 30 (4), .286-95.
25- Parasuraman, A., Zeithaml, V., Malhotra, A. (2005), "E-S-QUAL: a multiple-item scale for assessing electronic service quality", Journal of Service Research, 7 (3), .213-33.
26- Treanor, J. (1997), "How virtual banks are close to becoming a reality", The Independent, 2(21) .22
27- Zeithaml, V., Parasuraman, A., Malhotra, A. (2002), "Service quality delivery through web sites: a critical review of extant knowledge", Journal of the Academy of Marketing Science, 30 (4), .362-75
28- Zhang, X., Prybutok, V.R. (2005), "A consumer perspective of e-service quality", IEEE Transactions on Engineering Management, 53 (4), .461-77.
Journal of Strategic Management Studies
Volume 2, Issue 5
June 2011
Pages 149-164

Files

History

  • Receive Date: 15 June 2019
  • Accept Date: 15 June 2019

Share

How to cite

Statistics