دانلود رایگان مقاله انگلیسی کیفیت خدمات و رضایت مشتری در بانک های خرده فروشی غانی: نقش قیمت - امرالد 2017

Abstract

Purpose: Various models and scales exist in the literature to measure retail bank service quality without any attempt at integrating them and the moderators have often been under explored. This paper integrated the SERVQUAL and BSQ models and moderated the resulting scale with price in order to examine service quality and customer satisfaction with retail bank services in Ghana. Design/Methodology/Approach: The study is quantitative and the survey methodology was used to collect data from 560 retail bank customers. The result was analysed through Structural Equation Modelling. Findings: The study provides an expanded model for measuring retail bank service quality as seven of the eight latent constructs emerged as service quality dimensions when moderated with price. It is significant to also note that five of the constructs -- Tangibles, Reliability, Assurance, Empathy and Price -- from the direct relationship emerged as the dimensions of retail bank service quality that positively and significantly predicted customer satisfaction. Practical implications: The study provides insight into customer behaviour with the quality of retail bank services in Ghana. The resulting broader dimensions provide an integrated and expanded model as well as pointers to bank managers on service quality and customer satisfaction cues to enable them attract, serve and retain customers. Originality/Value: The study is the first of its kind to integrate two of the popular models to measure retail bank service quality and to use price as a moderator of this relationship. The resulting scale, which comprised of variables from the two models, provides support for the approach used in the current study.

Conclusions and implications of the study

The current study has made a major theoretical contribution to service quality in retail banking literature. Choudhury, (2013) called on researchers to modify existing scales in order to help address the issues of retail bank service quality because not all the dimensions of the SERVQUAL model are relevant in every context for examining service quality. The current study has taken a giant step towards realizing this goal and has proposed and tested a new model, which is an integration of the SERVQUAL and BSQ models to measure retail bank service quality. The nine- factor model consisting, of five factors of the SERVQUAL model (Empathy, Assurance, Reliability, Responsiveness and Tangible) and four factors of the BSQ model (Service portfolio, Price, Effectiveness and Access) is a significant addition to the literature. Prior to this study, the scales were treated differently and were never integrated for any study. We have shown from this study that an integration of existing scales provides a broader scale and promise for retail bank service quality research.

Moreover, prior studies have often assumed a direct relationship between retail bank service quality dimensions and customer satisfaction (Landhari et al., 2011; Priluck and Lala, 2009). When we moderated the relationship with price, we saw a significant improvement in responsiveness, access and service portfolios in predicting customer satisfaction. This means that the price customers pay for their retail bank services heightens their service quality expectations. Managers of retail banks who intend to shape the service quality perceptions of their customers could integrate this with appropriate pricing mechanisms in order to realise this goal. Similarly, the study has answered the call by Bricks et al., (2010) for specific country studies of service quality in retail banks in Sub-Saharan Africa. The current study focused on Ghana, one of the promising and emerging countries in the sub-region.